With last month’s news that the EU courts had ruled sex-based discrimination charges in motor insurance illegal, it was only a matter of time before reactions were expected from those companies that focused specifically on female drivers such as the Esure owned Sheila’s Wheels.

However, the company known for it’s catchy advertising jingles has announced that it has no plans to change it’s marketing angle when the UK begins enforcing the new law from December 21st 2012, despite the fact that premiums will inevitably rise for women from that date.

Speaking on behalf of the company, Head of Communications Adrian Webb stated that whilst ‘Sheila’s Wheels has always insured men’ that ‘most males simply aren’t attracted’ to the brand and that no change was expected in this regard.

‘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.’ Mr Webb concluded.

The company was originally started in order to create insurance that was specifically built around women, with their ‘handbag’ policy in particular becoming popular amongst female motorists.

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