Independent car review channel, Chasing Cars (powered by Budget Direct), has partnered with Mamamia on a new six-part YouTube series called the New Car Lifestyle Challenge which aims at changing the way Australian women approach buying a car.
The series is designed to “cut through the jargon” and empower women with the knowledge and confidence to find the perfect new car for their unique lifestyles, priorities, and budgets.
Hosted by Mamamia’s resident “elder millennial” style authority, Annaliese Todd, and Chasing Cars presenter and automotive expert Shana Zlotin, the series promises genuinely entertaining and educational content that is authentic, light-hearted and relatable.
This innovative content partnership leverages Chasing Cars’ credibility and new-car expertise with Mamamia’s extensive 7.5m Australian female audience, effectively reaching women where they are and discussing vehicles in a way that is both understood and relatable.
Andrea Peters, associate director marketing, media & acquisition at Budget Direct, highlighted how this strategic collaboration fills a gap in the market.
“What makes this collaboration so valuable is that it brings Chasing Cars’ independent automotive expertise together with Mamamia’s deep understanding of women’s priorities.
“Women get access to honest, independent reviews presented in a way that truly relates to their lives.
“At Budget Direct we truly value independence. By supporting this partnership, we’re empowering women to make confident, independent decisions about their car choices, and we hope Budget Direct will be front of mind as they continue their car ownership journey.”
Mamamia CEO Nat Harvey said the partnership reflects a broader opportunity to better recognise women as influential decision makers in the automotive category.
“At Mamamia, 98 per cent of our audience are involved in buying a new car for their household, with 37 per cent identifying as the key decision maker, yet only one in two feel confident in the process. This series is designed to help close that confidence gap, bringing Chasing Cars’ independent expertise together with Mamamia’s trusted voice to make car buying feel more accessible, relatable and useful for Australian women.”
Chasing Cars presenter Shana Zlotin explained how the automotive world often communicated in a language of technical specs and jargon that overlooked the needs of women.
“As a woman who’s spent her career immersed in cars, I understand that women want to know how a vehicle fits into their lives, not just its 0-100km/h time,” said Shana.
“This series is about evolving that conversation, making it accessible and genuinely useful for every Australian woman.”
Mamamia’s Annaliese Todd said, “Our audience are busy women, making big life decisions, and often a new car is a significant part of that.
“They’re not looking for a technical deep-dive. They want to know how a car will support their family, their budget, and their way of life.
“This collaboration allows us to address those priorities in a way that’s authentic to our brand and genuinely helpful to our audience.”
Episode one,‘The EV Curious’, dives into the highly topical world of electric vehicles and is the perfect starting point for those wondering if an EV could work for them.
Exploring everything from affordability, usability, driving experience and types of EVs, the episode answers all the key questions around batteries, recharging, and running costs in a clear, relatable way with Chasing Cars also highlighting some of its favourite models.
The New Car Lifestyle Challenge promises to encourage a positive and light-hearted approach to vehicle decision-making for women, driven primarily by a vehicle’s utility and how it practically fits into their lives.
Read more about the ‘The EV Curious’ episode on the Chasing Cars website and watch it now on YouTube.
Follow the Chasing Cars YouTube channel to catch every episode of New Car Lifestyle Challenge releasing monthly.
