Sheilas’ Wheels ‘won’t change ads’

Sheilas’ Wheels, the Esure-owned women only insurer, says it will not change its marketing strategy despite the European Court of Justice ruling that companies can no longer offer cheaper insurance to women.
The ruling will affect millions across the EU from December 21 2012, causing premiums to soar. But Sheilas’ Wheels said it has always believed calculating prices based on the risks and claims costs of men and women is accepted by UK consumers and appropriate.
It claims car insurance has historically been designed ‘by men, for men’ and Sheilas’ Wheels benefits, designed with women in mind, correct some of the outdated practices that still exist today.
Sheilas’ Wheels head of communications Adrian Webb said: “Sheilas’ Wheels has always insured men but most males simply aren’t attracted to our brand and we don’t see this changing. We brought car insurance up to date by including benefits designed with women in mind that were absent in the market. Our handbag cover recognises that even a handbag, let alone its contents, is worth more than most policies’ personal possessions limits.
“Despite this ruling, we will continue to market to women and to celebrate our pink brand because it does not prevent female-focused marketing. Over the course of the transition, we will make the changes necessary to comply but the huge proportion of women already with Sheilas’ Wheels will help us to maintain our highly competitive position.
“We aim to be the natural home for female motorists in the coming years as we have been to date.”

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