A woman has taken a stand against the male-oriented marketing of electric vehicles (EVs) by creating a female-centric advertisement for the GMC Hummer EV. Brittany Gibbons, known on TikTok as @thebrittanygibbons, expressed her frustration with the automotive industry’s focus on male consumers. In her video, she highlighted key features of the Hummer EV that she believes will appeal to women seeking an electric vehicle that complements their lifestyle.
In her TikTok commercial, Gibbons emphasized five reasons the Hummer EV is a strong contender for female buyers. She noted the vehicle’s impressive acceleration, capable of reaching 0-60 miles per hour in just 3.5 seconds, stating, “Yes she’s a big girl, but quick.” Gibbons also praised the Hummer’s 300-mile range, asserting that it caters to women who prefer not to make frequent stops for charging. Furthermore, she highlighted the removable top, which she described as ideal for enjoying “the vibes.”
The Hummer’s unique crabwalk mode caught her attention as well, which she claimed could help drivers “sidestep…outta drama and parallel parking.” Gibbons humorously marketed the vehicle’s safety features by likening its camera system to “more cameras than an influencer trip to Tulum.” With these features, she sees the Hummer EV as a viable option for her next vehicle purchase.
Gibbons’ TikTok Insights
In her video, Gibbons states, “I am tired of seeing cool cars only marketed to men. I’m gonna give you 5 reasons this Hummer is perfect for you, Girly pop.” The clip showcases glamorous shots of the Hummer EV, including its infinity roof removed. Gibbons demonstrated its extensive storage capabilities by activating the automatic hatch and showcasing the front trunk, or “frunk.” She humorously rated the storage capacity as “a 14 out of 10 on the TJ Maxx bag scale,” while recording herself inside the frunk, comparing it to a U-Haul.
Her excitement about the Hummer EV’s electric drivetrain is evident as she plugs in the vehicle. Gibbons also highlighted the abundance of cupholders, stating, “For your information, this is a 6-cup vehicle.” Viewers see her demonstrating the cupholder capacity in both the front and back seats, showcasing its practical features for everyday use. The video concludes with Gibbons enjoying a drive with the top down, promoting the Hummer EV’s ability to create “Summer Hot Girl Vibes.”
Understanding the Market Gap
The Hummer EV’s marketing strategy raises pertinent questions about the automotive industry’s outreach to female drivers. According to research by InsideEVs, 71% of all fully-electric cars are owned by men, and 74% of inquiries for EVs come from male shoppers. The research firm Escalent identified significant differences in how men and women approach vehicle purchases. Men typically rely more on online research, while women prefer in-person interactions and are more likely to inquire about practical issues like home charging setups.
Escalent emphasized that many women are less familiar with battery electric vehicles (BEVs) compared to their male counterparts, often gravitating toward brands they already trust. If their social circles lack BEV owners, they may hesitate to purchase one. This disconnect in marketing may contribute to the ongoing gender imbalance in EV ownership.
Gibbons’ initiative could signal a shift in how auto manufacturers approach female consumers. By highlighting features that resonate with women, her commercial aims to bridge the gap between the vehicle and potential female buyers.
Pricing and Considerations for Buyers
The Hummer EV, once priced at a premium, has seen its markup decrease significantly. Current listings show used models available for as low as $59,795, with others priced between $70,000 and $80,000. However, prospective buyers should be cautious. Some owners have reported serious issues, such as problems with the battery management system, leading to multiple dealer visits for repairs.
Consumer Reports has flagged concerns regarding battery reliability, noting that water accumulation in the high-voltage battery pack poses risks. With such issues potentially affecting performance, potential buyers should conduct thorough research before making a purchase.
Brittany Gibbons’ TikTok initiative reflects a growing demand for inclusive marketing in the automotive industry. Her emphasis on features that appeal to women could inspire manufacturers to rethink their strategies, ultimately leading to a more balanced representation in the EV market.