The maiden edition of Heels On Wheels, an all ladies automotive event by Alliance Motors Ghana (AMG), the exclusive distributor of Jaguar and Land Rover vehicles in Ghana, was held over the weekend at Grand Oyeeman, behind Opeibea, Accra.
The event, which was the first of its kind in Ghana, saw ladies from all walks of life grace the occasion.
The event was aimed at piquing women’s interest in cars while transferring basic auto maintenance and repair tips.
It offered women interactive sessions with experts on basic maintenance and repairs, guidelines on purchasing and were given an opportunity to test drive vehicles form the Jaguar and Land Rover luxurious cars.
General Manager (GM) of Alliance Motors Ghana, Mr Martin Madsen, addressing the invited guests said: “Heels on Wheels is a concept that Jaguar and Land Rover is doing in many African countries, but it our first time in Ghana and it is something we will continue for many years.
…Jaguar and Land Rover have recognised that the decision power at home to buy a car is not with a man but with a woman. Eventually is the woman who decides which car the man will buy thus Heels on Wheels,” he said.
He also added that it was now time that ladies also had luxurious cars and also learnt how to maintain and repair these cars without the help of men.
The guests were also granted access to test drive some of the luxurious cars such as the Range Rover Velar, Range Rover Evoque, All New Discovery, Jaguar F Pace, Jaguar XF and Jaguar XJ.
Sales Manager at Alliance Motors Ghana, Kwadwo Adjabeng, added that “The luxury auto industry is often very male-centred, especially when it comes to advertising and marketing.
“However, we at Alliance Motors Ghana are pacesetters and believe that is imperative for the industry to be responsive to women and their individual needs while piquing their interest in cars.
Over the past few years there has been a dramatic rise in women who own and drive cars in Ghana and across Africa.
With Heels on Wheels, “we are educating women about their choices and options in the luxury market as well as best practices for auto purchase, finance, maintenance, and repairs so that they are better informed consumers, owners and drivers,” he added.
A multi-talented actor in the hit TV series – African City- Maame Adjei, won an all- expense paid trip to South Africa to visit the Jaguar Land Rover headquarters after the raffle.
Financial experts from Barclays were also present to explain to guests how to apply for a loan to be able to afford these luxurious cars and that everyone was eligible for the loan.
Story: Elizabeth Amarfio