I'm not sure about the US, but in the UK, Fiat Chrysler seem rather keen to flog their wares to women. Nowt wrong with that, but have we really not moved on from their pre-Don Draper approach?
The greatest challenge in putting together Friday's story about ways to inspire women to become gearheads was finding an image for the top of the story that didn't support the kind of stereotypes about females and cars we were trying to discourage.
A new study about the car-buying habits of men and women from TrueCar shows that, while men tend to buy a mix of foreign and domestic vehicles, only two of the twenty cars purchased by females were from American brands.
Drawing on familiar media representations and cultural histories for the sake of building a female gangster actually seems pretty difficult.
The Man, in this case literally Mr. Lube, is trying to keep women down, suing Ms. Lube for trademark infringement. "It is very representative of the machismo and the male chauvinism that exists in the trade," says Ms. Lube.