Baby, You Can’t Drive My Car: Why does the auto industry get women so wrong?

Baby, You Can’t Drive My Car: Why does the auto industry get women so wrong?

It was the soft gruntings of subjects’ reptilian brains, Rapaille says, that clued him in to the fact that women are obsessed with cup holders. Cup holders signify coffee, he says, and coffee signifies safety, and safety is what women want most in cars.