Does the Euler car involve gender discrimination, and is it illegal to discriminate against men?

There was no reception when visiting the Euler automobile exhibition hall, but the couple who entered the store together were warmly received; I feel offended. Euler Auto seems to only pay attention to female car consumers, and feels that it is somewhat discriminatory against single men.

Because an individual is middle-aged and ugly, shouldn't he be regarded as a consumer and get the respect he deserves?

Asking questions with selfies is really ugly objectively, but most people seem to have this temperament; People should never judge a book by its cover, otherwise it will appear ill-bred. Judging from the description of netizens, the practice of Euler Auto really shouldn't, but it may also be a marketing tool of Euler.

Euler Auto has always insisted on being a "female car brand". On the first day of 2023 Shanghai International Auto Show, the general manager of Euler brand once again expressed that "sticking to the women's track will bring opportunities to Euler".

A car brand defined as "love women most" obviously doesn't pay too much attention to male consumers, but is it suspected of gender discrimination? This is really worth thinking about.

Generally speaking, gender discrimination often refers to gender discrimination against women, which is more common in the workplace. It may be really strange to say that women discriminate against men. It seems that it has always been dominated by male power, no exception in any cultural system, so it is rare to hear gender discrimination against men. But it does exist objectively, whether in the workplace or in other fields.

Give the simplest example:

Are there many men who are clerks, secretaries, clothing sellers or home accessories sellers?

Hardly.

Of course, unless there are men in the secretaries of some large enterprises, the tasks they have to undertake are often more and more arduous; Generally speaking, companies don't want men to recruit employees for these positions. This is a typical sexism, but it has become a "convention" after a long time, and most men are reluctant to try these "female positions". But, be serious. On one occasion, a British brother was refused to sue a clothing store because he only recruited women for clothing sales, and finally paid six months' salary.

This is in the workplace, in the field of consumption?

There are also cases for reference, and it is in China; A few years ago, a hot pot restaurant in Chengdu was punished by gender discrimination for refusing to "eat with men without a female companion"; No matter whether its starting point is marketing hype or other things, this practice is suspected of gender discrimination and damages consumers' rights and interests, and the store has closed down.

As an operator, in theory, you can't refuse male consumers, except in some special fields.

However, cars are not a commodity that only women can consume, so it is illegal to refuse to sell Euler cars to male consumers. However, Euler did not and did not do so, but did not show enough attention and respect to male consumers. So Euler is not illegal, but the service attitude is not good. Even if the service attitude is not good, it is not illegal, but it seems to have no personality.

It is an objective fact that Euler Automobile lacks attention to male consumers. It must be said whether there is any improper marketing, as if it was only described at an earlier press conference.

Purchasing power ranking:

Girls > children > young women > old people > dogs > men.

In Olabrand's eyes, objectively speaking, men are the least valued, because in their eyes, men's purchasing power is not as good as that of dogs, which may involve insult or discrimination.

However, this is only a low-level brand marketing at best, and the description inside is full of loopholes. First of all, girls 12~ 18 years old are not car consumers at all, and the family's consumption direction is mainly education; The same is true for children; Young woman was originally a noun, or understood as a neutral word, but now it has become the object of "X fantasy", which has a derogatory meaning; The consumption of the elderly is mainly medical treatment or tourism; Are dogs sperm? They know how to consume themselves.

Ridiculous.

Even if this ranking does not reflect the discrimination of Euler brand against men, it can also reflect the deficiency of its brand heritage, but this is before; However, when asked a few months ago whether male drivers could buy Euler, the brand replied: "Yes, but I'm sorry, our focus may not be on you".

This is the case with Euler Automobiles. Some descriptions of copywriting are really offensive, but it is difficult to define it as gender discrimination, that is, it is difficult to define it as illegal behavior; Its brand design has been positioned as the brand of female drivers, so men should not join in the fun, or even if they drive an Euler car, they will be treated differently by the sun.

It's just that Euler may not understand that most women's car consumption units are not individuals, but families, and there can be no men in the family; At least most families have the role of father. If this role will cause brand description and feel offended, or if its three views are correct, it does not discriminate against women, and it does not agree with the concept that women are superior to men, then girls educated by this family will often not accept brands and goods with this characteristic.

After marriage, female drivers buy cars, but the money is basically male.

Therefore, Euler Automobile actually gave itself a very embarrassing position. She wanted to take money from the female driver's pocket but didn't know who the money belonged to, and her ass didn't get any points. And some copywriting has obvious "female boxing" flavor, but women who advocate "female boxing" often do not have the ability to consume cars; Most of the real Kochi women are not very bourgeois, and tend to be popular in the consumption of bulk commodities. It is really hard to predict whether Euler can insist on the women's track and wait for the future, unless the girls can become the image of Euler brand in the future, which may be difficult.

Editor: Tianhe Automobile-Automotive Science Island, published by Tianhe MCN, all rights reserved.

This article is from Tianhe Automobile Science Island, written by Che Yi, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.