Photo: Fiat Chrysler Automobiles
Fiat came into a bit of trouble in Argentina, after the Italian company’s local division managed to upset local women’s groups. How does one automaker upset and offend women from a particular country? Well, all you have to do is provide a supplementary handbook with the standard one of a vehicle that you sell, and fill the brochure with misogynistic comments.
That sounds so straightforward that we are surprised no automaker has achieved this feat before. To be fair, some pre-1950s brochures and commercials from the Detroit Big Three did have sexist elements like these.
However, we are in 2016, and Fiat’s latest roadster, the 124 Spider, was delivered in Argentina with a supplementary handbook.
The booklet included various misogynistic comments that objectify women, along with multiple references to short skirts, legs, and “wandering hands,” The Guardian reports.
The booklet was titled “Driver with love,” and was sharply criticized by several women’s groups in Argentina. The Italian company has apologized and withdrew all of the booklets it ordered. Clearly, Fiat will not make any sequels to its scandalous “user manual.”
What is left to explain is how did these booklets ever get published. After all, Fiat Chrysler Automobiles is a massive corporation, and nobody can do what he or she wants, no matter how small or big their jobs are. Sure, nothing can stop Mr. Sergio Marchionne from making a statement about whatever he wants to discuss, but that does not let employees of local divisions make decisions like introducing sexist booklets.
Since we do not exactly know who the “author” of the brochure was and who approved it, we can only presume it originated in Argentina, as this appears to be the only country that had it. With limited experience of working in corporations, we do know that this “guide” was not the work of a single employee.
In fact, creating, publishing, and distributing these booklets with the new 124 Spider would require a consistent effort from an organization and involve a team of people. So, dear Fiat Argentina, get the guilty team together and teach them how to respect women.
However, we are in 2016, and Fiat’s latest roadster, the 124 Spider, was delivered in Argentina with a supplementary handbook.
The booklet included various misogynistic comments that objectify women, along with multiple references to short skirts, legs, and “wandering hands,” The Guardian reports.
The booklet was titled “Driver with love,” and was sharply criticized by several women’s groups in Argentina. The Italian company has apologized and withdrew all of the booklets it ordered. Clearly, Fiat will not make any sequels to its scandalous “user manual.”
What is left to explain is how did these booklets ever get published. After all, Fiat Chrysler Automobiles is a massive corporation, and nobody can do what he or she wants, no matter how small or big their jobs are. Sure, nothing can stop Mr. Sergio Marchionne from making a statement about whatever he wants to discuss, but that does not let employees of local divisions make decisions like introducing sexist booklets.
Since we do not exactly know who the “author” of the brochure was and who approved it, we can only presume it originated in Argentina, as this appears to be the only country that had it. With limited experience of working in corporations, we do know that this “guide” was not the work of a single employee.
In fact, creating, publishing, and distributing these booklets with the new 124 Spider would require a consistent effort from an organization and involve a team of people. So, dear Fiat Argentina, get the guilty team together and teach them how to respect women.
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