Women's car insurer in full bloom.

Girls, (or rather women's car insurers) boys as we know like football, cars and girls. Two of those we can offer here at this women's car insurance website as a weekly fix; if they're really that bothered; but I guess that's tantamount to them admitting that they sneak a peek at their girlfriends 'More' and 'Cosmo' when our backs are turned. So, like most offences they commit, not whilst their women's car insuring-busying girlfriends are looking. Girls (yup - the women's car insuring variety) on the other hand like nice smells, (that rules boys out) girly films and magazines/books, (like the ones the boys secretly flick through) and cars; if they hang out in this website. Which we assume you women's car insurers (we're addressing the girls if you don't mind boys) do. They also like flowers. Because they both look and smell nice. Like certain boys. And some cars. Confused women car insurers (who are predominantly girls)? Not as perplexed as we are.

Paula Pryke is a name that may not show up on your mobile's caller ID. Unless that is you're one of her friends. And if you are, you'll know where I'm going with this. So for the benefit of 99.99999999% of my readership, she's a florist. Not just any run of the mill flower arranger I'll have you know though. "The most brilliant florist in London" she's been called. And who would heap such praise on her? On/off Jude Law accessory - Sienna Miller, the UK's premiere aquatic female film lead - Kate Winslet, box-office banker - Julia Roberts, famous motorbikerlist Ewan McGregor and film critic/radio presenter/ chat show host/ father/ fashion mistake - Jonathan Woss. That's some stamping of approval. It's also some sentence. And Paula has lent her magical touch to a very special Chevrolet Matiz. So that'll be some degree of hocus-pocus we can expect given that we know how decidedly un-special the Matiz is. 'The car in bloom' is covered in thousands of Gerberas. All her handiwork, completed one should imagine in between serving Winslet and Woss. Two names that go together to sound like an upmarket delicatessen don't you think? So what's it all about then? This tomflowery with the usually non-descript Matiz. It's to appeal to the female market.

Great, here we go again. You can imagine the briefing held by several men with ponytails sitting around a circular boardroom table sipping Red Bull."Girls, hhmmmm, er cars. Erm, what do girls like? Er, flowers. That's it. Let's cover a really naff car in flowers and pass it off as some marketing ploy that goes some way to suggest that 28% of women view style and colour as the main reasons to buy cars!" (cue round of applause and more sipping) only that's what they've done. Research by General Motors, the company that own Chevrolet, did this research and handed over their findings to the pony tailed creative ensemble to see what PR stunt they could come up with to illustrate this fact. Hence the car covered in flowers. Inspired thinking.

"With a rapidly growing female car-buying market we're interested in finding what factors influence women's car choice," Chevrolet's Collette Dunkley tries to explain to us, almost apologetically on viewing the looks on our faces. "Women have told us that style and colour are key determinants as, like fashion choices, a car is an expression of a woman's personality. This contrasts with men who rate performance as the biggest factor when purchasing a car. We asked Paula Pryke how she would express her personality through her car and from this grew the Car in Bloom." Great, puns to add to patronizing.

The flowered-up Matiz will make its first public appearance at the London leg of the British International Motor Show extravaganza later this week; Pryke herself has gone one step further by designing a more practical version which is littered with flower body graphics which represent the Gerbera, as opposed to the previously inoffensive plant itself. She's even going to use one of these to make her floral deliveries in. something to look out for on the streets of our capital girls; and think she did that for us. Thanks. Someone who does something useful on our behalf, and say so, is Girlmotor.com. The women's car insurer that has the words success written all over it, and always comes up smelling of roses in the women's car insuring marketplace. Aahhhh.

Date - 15/09/2006