Sheilas' Wheels
Sheilas' Wheels is a British car insurance company that sells insurance to women only. Despite its Australian name, it is in fact a division of the esure insurance company, which is part of the HBOS group. The group also consists of the Halifax standalone bank, IF internet bank and the Australian bank BankWest.
The company was founded in 2004, after research during the proposed European directive suggested by the Commissioner Anna Diamantopoulou, banning sexual discrimination in the insurance market, which would meant that women would pay for more in car insurance despite women being safer drivers than men. Its main competitors are Aviva's Diamond [1] and Quoteline Direct's Lady Insure [2].
To promote the company it sponsored the ITV1 programmes, Loose Women and Loose @ 530 and the late-night programming on Living TV.
Jingle
The company is probably best known for its advertising jingle on its television advertisements, sung in a mock mixture of Australian and British accent. It is widely acclaimed as one of the most annoying adverts ever. The lyrics to the jingle are...
For ladies who insure their cars,
Sheilas' Wheels are superstars,
Girls are bored beyond endurance,
Payin' too much for car insurance,
For bonzer car insurance deals,
Girls get onto Sheilas' Wheels.
Women make the safest drivers,
We could save a bunch of fivers,
For bonzer car insurance deals,
Girls get onto Sheilas' Wheels.
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