“That’s for boys, not for girls” – a social stigma Mercedes-Benz USA and Mattel are determined to change, and they are hoping that donating 50,000 toy cars can help. Kicking off today for National STEM/STEAM Day, 50,000 young girls across the nation will engage in programs to challenge gender stereotypes that research shows can impact decisions later in life. It’s all part of “No Limits,” an initiative created by Mercedes-Benz in partnership with Mattel and the National Girls Collaborative Project (NGCP), a network of organizations that encourages girls to pursue science, technology, engineering and math (STEM) careers.
The first “No Limits” programs launch today with special workshops in Atlanta, Los Angeles and New York City, where thousands of young children will be inspired to think outside of the box when it comes to career aspirations. Through February 2020, girls across the U.S., through more than 100 organizations, will engineer toy racetracks, design cars, engage with female role models and attend STEM workshops through programs designed to expand how they see their future.
As a tangible reminder that they can do anything they set their minds to, MBUSA and Mattel will gift 50,000 Matchbox die-cast toy replicas of a very special Mercedes-Benz 220SE to participating children. It was in this car that Ewy Rosqvist defied all odds to become the first woman to compete in and win one of the most grueling races, the Argentinian Grand Prix, shattering records and the notion that women could not compete.
“Whatever they aspire to be – an astronaut, engineer, judge, nurse, even the President, we want all children to dream big, dream bold and never give up on that dream,” said Mark Aikman, general manager of marketing services for MBUSA. “We’ve seen that stories like Ewy’s – championing women trailblazers and achievers – can have a big impact by calling into question the gender stereotypes that children may inadvertently adopt.”
In fact, according to the National Science Board, women only represent 29% of the current science and engineering workforce. When asked their reasons for not majoring in STEM, young women often cite a lack of encouragement and role models.
“The No Limits initiative is important to the future success of our young girls,” said Karen Peterson founder and CEO of the NGCP. “Demand for workers with STEM-based skills is rapidly growing, yet women are still significantly underrepresented in these fields. We know that gender associations are formed at a very young age. We applaud Mercedes-Benz and Mattel in their efforts to breakdown the gender stereotypes that keep young girls from engaging in STEM studies.”
Earlier this year, Mercedes-Benz released a video capturing young girls designating an assortment of traditionally gendered toys. After being shown the short film, Ewy Rosqvist: An Unexpected Champion, each girl has a visible attitude shift towards toys they previously identified as just “for boys.”
Last month, Digital Girl, Inc., a Brooklyn-based non-profit dedicated to empowering the underserved youth of New York City, especially young girls, to pursue studies and careers in STEM fields, tested this theory with similar results. A new video documents the results as the girls realize that they can be the next generation of female trailblazers and they themselves talk about the need to inspire more girls.
“Our goal is to inspire children to imagine all that they can become and break down gender stereotypes in the toy aisle with purpose-driven programs like this,” said Amanda Moldavon, Senior Director, Vehicles Brand Creative. “Most people don’t know that the creator of Matchbox made the first vehicle for his daughter who was only allowed to bring toys to school that fit inside a matchbox. So, from its origin, it has been an inclusive way for kids to explore the world around them.”
More than 100 organizations across the country will participate in No Limits including Atlanta Public Schools, Digital Girl, Inc., Beyond the Bell, among others. A list of all participating organizations can be found here. A discussion guide is available for those who have an opportunity to encourage and mentor young children and would like to help advance this conversation.
In addition to the toy cars that will be gifted by MBUSA and Mattel (also in support of closing the Dream Gap) through the National Girls Collaborative, the Ewy Matchbox toy replica will be sold in stores nationwide beginning in December. Follow the No Limits initiative on social using #GirlsHaveNoLimits.
Both “No Limits” videos were produced by R/GA, New York.
About Ewy Rosqvist
Ewy Rosqvist is a Swedish racing champion who in 1962 made history for being the first woman to enter and win one of the toughest rallies in the world. After watching her husband race for years, she decided to take it up herself and entered the Argentinian Grand Prix – a gruelling three-day journey across rough terrain. Ewy was ridiculed for entering the race and told she wouldn’t be able to complete the course. Not only did she finish, she went on to be the first person to win every stage of the race, set a speed record and beat the previous champion by over three hours.
About Mercedes-Benz USA
Mercedes-Benz USA (MBUSA), the sales and marketing arm for Mercedes-Benz in the United States and headquartered in Atlanta, is responsible for the distribution, marketing and customer service for all Mercedes-Benz products in the United States from the sporty A-Class sedan to the flagship S-Class and the Mercedes-AMG GT R.
MBUSA’s philanthropic focus is on educating and empowering youth. On a national level, the company supports Laureus Sport for Good which uses sports to help at-risk youth and the Johnny Mac Soldier’s Fund which provides scholarships to children of the fallen military.
In Atlanta, MBUSA is involved with over 50 organizations in its effort to educate and empower the next generation to achieve success and address local needs in its community, particularly Atlanta’s Westside, the area surrounding the Mercedes-Benz Stadium that includes under-resourced neighbourhoods. MBUSA has won numerous awards for its community efforts including, A Gold Stevie® Award for its Greatness Lives Here campaign, Corporate Champion Tree recognition from Trees Atlanta and a Community Impact Award from the Georgia Department of Economic Development.
For users, in-car touchscreens ever more useless
As touchscreens become more commonplace, the gulf of perceived differences in the performance of these features between cars and other devices (such as mobile and in-home) has become wider. A new report from the In-Vehicle UX (IVX) group at Strategy Analytics has investigated car owners’ satisfaction with their on-board touchscreens. Long hamstrung by poor UX and extended production cycles, in-car touchscreens are seen by car users and buyers as lagging behind the experience offered by touchscreens outside the car. As such, consumer satisfaction has continued to slide in China and Europe, while reaching historic lows in the US.
Surveying consumers in the US, Western Europe, and China via web-survey, key report findings include:
- Difficult text entry and excessive fingerprint smudging are common complaints among all car owners.
- Because touchscreens have reached market saturation in the US, satisfaction with in-car screens has tailed off significantly.
- However, touchscreens remain a relatively newer phenomenon in many car models in Western Europe (compared with the US) and thus their limitations are less prominent in the minds of car owners.
- Overall touchscreen satisfaction fell for the fifth straight year in China, indicating a growing impatience for in-car UX to match UX found elsewhere in the consumer electronics space.
Derek Viita, Senior Analyst and report author, says, “Part of the issue with fingerprint smudging is the angle at which in-car touchscreens are installed – they make every fingerprint increasingly visible.
“Fingerprint smudging is an issue across all touchscreen-based consumer electronics. But in most form factors and especially mobile devices, consumers can quite easily adjust their viewing angle. This is not always the case with fixed in-car screens.”
Says Chris Schreiner, Director, Syndicated Research UXIP, “Although hardware quality certainly figures in many of the usual complaints car owners have about their screens, it is not the sole factor. Cockpit layout and UI design can play important roles in mitigating some issues with in-car touchscreens.”
Volvo to use blockchain to trace battery cobalt
Volvo Cars will become the first carmaker to implement global traceability of cobalt used in its batteries by applying blockchain technology. The announcement follows the reveal last month of the company’s first fully electric car, the XC40 Recharge.
Traceability of raw materials used in the production of lithium-ion batteries, such as cobalt, is one of the main sustainability challenges faced by carmakers. Volvo says its committed to full traceability, ensuring that customers can drive electrified Volvos knowing the material for the batteries has been sourced responsibly.
“It is a mineral that is essential to the production of the lithium-ion batteries that power electric cars,” says Greg Maruszewski, Managing Director of Volvo Cars South Africa. “But, sadly, it has long been suspected that some of the cobalt comes from mines that don’t use ethical mining practices. Now, thanks to blockchain traceability, we will know that the cobalt has been sourced responsibly. We are the first and only vehicle manufacturer that can make this statement. Accordingly, South African motorists who buy a Volvo in our XC90 T8 range can do so with pride – with the guaranteed knowledge that only ethical mining practices have taken place in the cobalt supply chain.”
Blockchain technology, which establishes a transparent and reliable shared data network, significantly boosts transparency of the raw material supply chain as the information about the material’s origin cannot be changed undetected.
Volvo Cars has now reached an agreement with its two global battery suppliers, CATL of China and LG Chem of South Korea, and leading global blockchain technology firms to implement traceability of cobalt starting this year.
Technology firms Circulor and Oracle operate the blockchain technology across CATL’s supply chain following a successful pilot earlier this summer, while the Responsible Sourcing Blockchain Network (RSBN), together with responsible sourcing specialists RCS Global and IBM, is rolling out the technology in LG Chem’s supply chain.
“We have always been committed to an ethical supply chain for our raw materials,” says Martina Buchhauser, head of procurement at Volvo Cars. “With blockchain technology we can take the next step towards ensuring full traceability of our supply chain and minimising any related risks, in close collaboration with our suppliers.”
A blockchain is a digital ledger containing a list of records linked to each other via cryptography. Within supply chains, the technology creates records of transactions, which cannot be changed while also enforcing a common set of rules for what data can be recorded. This allows participants to verify and audit transactions independently.
In this particular case, data in the blockchain include the cobalt’s origin, attributes such as weight and size, the chain of custody and information establishing that participants’ behavior is consistent with OECD supply chain guidelines. This approach helps create trust between participants along a supply chain.
Volvo Cars last month launched the XC40 Recharge, the first of an upcoming family of fully electric cars under the Recharge banner. By 2025, it expects half of its global sales to consist of fully electric cars, with the rest hybrids.
Last month, Volvo Cars also launched an ambitious climate plan, which includes a radical reduction of carbon emissions by 40% per vehicle by 2025, as well as a continued commitment to ethical business across its entire operations and supply chain.
CATL and LG Chem are renowned battery manufacturers, both with long and successful track records supplying lithium-ion batteries to the global automotive industry. They fulfil Volvo Cars’ strict sourcing guidelines in terms of technology leadership, responsible supply chains, reduction of carbon emissions and competitive cost models.
The agreements between Volvo Cars, CATL and LG Chem cover the supply of batteries over the coming decade for next-generation Volvo and Polestar models, including the XC40 Recharge.