Changes we'd like to see in the motor industry

What's wrong with the motor industry and how would we change it?

The motor industry has a reputation problem – and it goes far beyond emissions.

From ethical concerns over battery production to outdated gender stereotypes, there are plenty of issues holding the industry back.

Real progress means tackling all these issues, not simply pushing electric vehicles and hoping for the best.

But don't get us wrong, going electric is important. It's just not enough on its own.

Here's what needs to change for a motor industry that's truly fit for the future.

Going green means more than just electric vehicles (EVs)

Reducing carbon emissions is crucial for meeting global climate targets, and transitioning to electric vehicles is the most immediate way the motor industry can make an impact.

But the shift to EVs is also an opportunity for manufacturers to address some of the industry's deeper problems, and they're not all environmental.

Going green doesn’t just mean swapping combustion engines for batteries and calling it a day.

It has to mean looking at where materials are sourced and ensuring workers aren't exploited.

It means creating genuine diversity across the industry, from leadership positions down to the shop floor.

And it means examining the unconscious bias that shapes car advertising and finding ways to be more inclusive.

Real sustainability isn't just about the planet – it's about people too. The future of the motor industry needs to deliver on both.

Alternative battery technology

Battery recycling as another solution?

Battery recycling is also emerging as a solution.

Companies like Altilium in the UK are developing technology that could supply somewhere between 10% and 40% of raw materials for EV batteries by the early 2030s.

By 2040, researchers estimate that over half the demand for lithium and nickel could be supplied by recycling.

According to the International Energy Agency, greater recycling of critical minerals could reduce the need for new mining by as much as 40% by mid-century.

Fair representation 

If you've ever thought of car sales as an old boys’ game, there's probably a reason for that.

The unfortunate and enduring stereotype is of sleazy salesmen on the shop floor, pushing hard to close a deal that may – or may not – be a great bargain.

And for those of us who aren't petrol-heads with encyclopaedic levels of car knowledge, that thought can be really off-putting. We don't want to be talked over, dismissed, or treated like we're stupid for asking questions.

A lack of visible diversity within the industry has a lot to do with that lingering perception. According to Deloitte's 2025 study, 68% of survey respondents felt that women are underrepresented in automotive leadership positions.

But the reality across the industry is stark. It's estimated that only 20% of the UK's car industry workforce is female, falling to around 10% at board level.

Progress on gender diversity has stalled in recent years, with a consistent lack of female role models in leadership, persistent unconscious bias, and inflexible working policies creating significant barriers to advancement.

Despite this, there are talented and hardworking people of all genders driving the industry's success, and that deserves celebration.

But there's a clear disconnect: only 22% of car finance contracts are signed by women, even though they make up 48% of all motorists in the UK.

Moving forward, industry leaders need to ask how they can not only maintain their current levels of success but also become more accessible and welcoming to the female demographic.

What we're doing at Carparison

At Carparison, we're actively working to change this. Our award-winning female-only automotive advice line helps women feel comfortable and empowered to take the lead in making key financial decisions around vehicles. We want them to feel seen, heard, and understood.

But we also want to create a working culture where there are no gender barriers pigeonholing our people into certain roles. At Carparison, 40% of our senior management identify as female, which increases to 47% for our staff as a whole.

It should be all about who the right person is, not what gender they are.

But we'd like to see the industry as a whole make more effort to understand and diversify its approach – not just in retail, but across the board. From manufacturing to sales, advertising to automotive journalism, we need to stop assuming that male is the default.

The weird and wonderful world of car advertising

Marketing is a tricky beast.

A big part of a successful marketing strategy is knowing, understanding and anticipating your audience. For the car industry, this understanding seems to be stuck on 'male'.

Why?

Probably because when the industry got started, it was men who were in a position to buy. Let's not forget, women couldn't open their own bank accounts in the UK until 1975.

But despite it being 50 years since women started achieving financial independence, marketing and advertising in the car industry has been slow to catch up with the times.

Even in recent years, we've seen examples of car advertising that are blatantly sexist.

Do a quick Google search and you'll quickly find that there's a history of adverts across the motor industry where women are presented as commodities to be used and enjoyed, on the same level as a car.

Some are more overt than others. More recent adverts play up the idea of certain cars being hypermasculine, rather than using women as props to sell them.

Take SUVs.

A lot of the marketing around them excessively focuses on off-roading: rugged terrain, muted colours and a sense that the car will bring man closer to nature – but only the kind with no flowers and limited greenery.

It's selling the idea of a hypermasculine adventure in a challenging landscape, for the type of male who likes to climb mountains or traverse deserts.

But who exactly do these advertisers think are buying or leasing these cars?

While we have no doubt some adventurous drivers out there would love to take a powerful SUV into the wild, most of us aren't going to do that in our daily lives.

Many SUVs are bought by families for their size, comfort and the sense of safety that comes from the elevated driving position, and will be driven primarily in urban areas.

Recent studies suggest both men and women find the hypermasculine direction unappealing.

Maybe that's why the 2019 Range Rover Evoque advert was such a breath of fresh air. It featured a woman of colour captivated by the new Evoque. She wasn't there as an object; she is the eyes through which we admire the car.

This shouldn't be a revolutionary tactic, but it seems someone at Range Rover finally understood what we already know to be true. When you assume that one half of your audience is an object, you're not positioning them as potential drivers.

If they're not a driver, then you're definitely not inviting them to come to you as a customer.

And in what world does that do anything except alienate almost half your audience? It's definitely food for thought as we look ahead to 2026.

Keeping up momentum

The motor industry stands at a crossroads. While progress has been made, there's still a long way to go before we can call it truly sustainable and inclusive.

Going green isn't just about swapping fossil fuels for electricity.

It's about ensuring fair treatment for the workers who mine the materials that power our vehicles.

It's about creating workplaces where talent is recognised regardless of gender. And it's about marketing that speaks to all drivers, not just half of them.

The 2030 ban on new petrol and diesel car sales is still on the horizon, and that deadline should be a catalyst for change – not just in what we drive, but in how the industry operates.

For now, this means making the transition to EVs easier, more accessible and more affordable for everyone.

The motor industry has an opportunity to lead by example. Real sustainability means fair pay, genuine diversity, and marketing that reflects the world we actually live in.

We'd like to see the industry approach the future with that same commitment to fair, sustainable values.