Marta García Fernández has been dedicated to writing about cars for over three decades and is now recognized as one of the most influential figures in the automotive industry. Her name has become an inspiration for many women in automotive journalism. Marta writes for the popular magazine QUO and hosts the beloved radio show Dos en la Carretera, where she analyzes the latest trends and innovations in the world of automobiles in her signature style. On the recommendation of the Ford team, she became a member of the Women’s Worldwide Car of the Year in 2014, and in 2020, she was appointed as the executive president of this prestigious journalistic jury.
Her love for cars began in 1990, when she started writing for ELLE as a journalist. Her instinct for innovation led her to create Cibercar in 1996, the first online car magazine in Spain, which became a true pioneer in digital journalism. Her passion for technology and cars also brought her to the position of editor-in-chief of Car and Driver magazine, where she further shaped the automotive industry in Spain.
Marta not only celebrates the best cars on the market but also promotes the role of women in the automotive industry, advocating for greater recognition of female drivers and consumers. She is changing the way we view cars, technology, and women in this world.
In this interview, Marta shares her thoughts on the future of the automotive industry, the challenges of electrification and autonomous vehicles, and how women continue to find their passion behind the wheel, despite the challenges they face. Her voice, expertise, and commitment are shaping our perception of cars and their users in a more beautiful and inclusive way.
Your professional career is fascinating – from your first articles in ELLE to your prominent role in automotive journalism. Did you always know that you would dedicate your career to cars, or was it a passion that developed over time? What was the key moment when you realized that cars were not just a job, but your true passion?
– I’ve always loved cars. At the age of ten, I was already participating in a go-kart race. All the competitors were boys – except for me. I didn’t win, but they gave me a doll because I was the only girl competing. I find that very charming now when I look back. I entered automotive journalism almost by accident, but I was fascinated from the very first moment. It allowed me to get firsthand experience with the latest models and the most advanced technologies of the time. It’s been 35 years since then.
The automotive industry, especially in journalism, has long been a male-dominated field. What were your professional beginnings like? Did you ever think it would be difficult to secure your place in the industry? What were the biggest professional challenges you faced as a woman in the world of cars, and how did they shape you as a journalist?
– When I started, I was a young woman, and I noticed that more attention was paid to my appearance than my professional abilities. There were very few women in journalism back then. Even at conferences, it was common for speakers to begin with: “Good morning, gentlemen… and ladies.” Almost all my colleagues were men. Of course, they were kind to me, but there was a special camaraderie among them, a brotherhood to which I didn’t belong. I suppose the situation would have been the same the other way around – it’s simply a natural closeness between people of the same gender.
As a pioneer in automotive journalism in Spain, you’ve had the opportunity to witness the changes and developments in the industry. In your opinion, what are the most significant shifts since you started writing about cars? Have car brands become more aware of the importance of women in the world of automobiles?
– The automotive industry has made significant progress in terms of safety and reducing emissions in recent years. However, this focus on efficiency has also led to a loss of emotion and distinctiveness in models. Today, the biggest challenge is to restore the character that cars had in the 1950s, 60s, and 70s. It’s a huge task. Over the last thirty years, the perception of women in the automotive industry has also changed. We are no longer just consumers with financial power, but we make purchasing decisions in 80% of cases when it comes to family vehicles. Manufacturers are aware of this, which is why they are increasingly focusing their attention on us.
In 1996, you founded Cibercar, the first automotive website in Spain, at a time when digital media was still in its infancy. What inspired you to start this project, and how do you view its significance today, when online media has become the dominant source of information?
– With Cibercar, I was too ahead of my time, which turned out to be a challenge. In the 90s, the industry was not yet ready to transition from print media to online content. I remember having to carry printed copies of the website when presenting it to Ford, Peugeot, and other manufacturers because many of them didn’t even have the internet back then. It was too early. However, today, there are almost no printed automotive magazines left. Is that better or worse? It’s simply different. Today, we have the advantage of being able to watch car videos, which was impossible back then, but at the same time, the speed required by digital media sometimes compromises the depth of content.
Today, we (women) are not just consumers with financial power; we make purchasing decisions in up to 80% of cases when it comes to family vehicles. Manufacturers are aware of this, which is why they are increasingly focusing their attention on us.
Looking back on your first test drives as an automotive journalist, do you remember the first car you had the chance to professionally test? What was that experience like, and do you still feel the same adrenaline rush when you sit behind the wheel of a new model today?
– It was the Lancia Ypsilon, a small city car. Honestly, it wasn’t a car that offered great thrills, but it gave me a hint that something big was about to happen in my career.
Is there any car that left an indelible impression, either because of its performance, design, or innovations? Is there a model that won you over emotionally and that you would always keep in your garage, if you could? And if you could travel to the past, which classic car would you choose for a test drive?
– The way we experience certain moments in life often depends on our emotional state. What impressed us once can leave us indifferent the next day. It’s hard to choose just one car because there have been many, but if I had to pick one, it would be the early 90s Honda CR-X. It had a Targa body and a VTEC engine. It was incredibly fun to drive – after 2,500-3,000 RPM, it transformed from a tame lamb into a real predator. It was a car that stirred passion. If I could travel to the past, it would be the Cadillac Eldorado. I’m sure it wasn’t particularly exciting mechanically, but it’s an icon, and I’d love to drive it, if only for its status and style.
How and when did you become a member, and later the executive president, of the Women’s Worldwide Car of the Year jury?
– In 2014, Ford recommended my name to become a member of the WWCOTY jury. At that time, the organization wasn’t particularly well-known, but the industry embraced it well. During the pandemic in 2020, I took on the role of executive president of WWCOTY. Since then, dozens of female automotive experts have joined this unique jury, which is made up entirely of women from the world of cars. Today, we are present in 55 countries across five continents, and that number will continue to grow.
There is often talk about male and female cars, even though this concept is fundamentally wrong. The WWCOTY jury does not choose a car of the year for women, as it is often presented, but instead awards the best models in different categories. How important is it to break stereotypes in the automotive industry and show that women are just as passionate about cars as men?
– Traditionally, the world of cars has been reserved for men. In the early days of motoring, you needed strength to change a tire or start the engine with a hand crank. Later, poorly adjusted steering mechanics and stiff pedals also required physical strength, which not every woman might have had. Moreover, the first cars weren’t reliable, so it was essential to understand basic mechanics in order to fix small breakdowns on the road. However, engineering was not promoted among women for a long time, which further reinforced the idea that motorsport was a male-dominated world. Nevertheless, the emancipation of women, particularly from the 1960s and 1970s, began to change this perception. In motorsport, brilliant female drivers such as Michèle Mouton, Jutta Kleinschmidt, and Desire Wilson emerged, proving that cars have long ceased to be just for men. That’s why it’s meaningless to continue upholding outdated stereotypes. Cars are machines that anyone can drive and love – regardless of gender, culture, religion, age, or skin color. It all comes down to passion.
Your role in the WWCOTY jury carries significant responsibility when it comes to evaluating vehicles. What are the key factors the jury considers when making decisions? Are there any aspects of a car that are especially important to you when judging candidates for this prestigious award?
– Voting for the Supreme Winner of WWCOTY is not an easy task, especially because the car needs to meet the needs of consumers across all five continents. Therefore, we don’t just evaluate technology, environmental impact, and safety. Price is also a crucial factor, as it’s important to recognize a model that appeals to the majority of consumers. It must be balanced in every way. Of course, there are high-performance cars that impress, but if they are financially out of reach, that automatically puts them at a disadvantage in the race for the title of the best car in the world.
Much is said about the role of women in the automotive industry, but women still make up a smaller portion of the workforce in this sector. What do you think is key to increasing the number of women in the automotive industry, whether it’s in engineering, design, marketing, or journalism? What can car manufacturers do to attract and retain more women in their teams?
– Brands need to give visibility to women who are already working in the industry and highlight their contributions. This is crucial to encourage other women to enter this sector. The opportunities are vast – from engineering and research to human resources, marketing, logistics, and administration. We need to create role models, because the automotive industry cannot afford to ignore half of the available talent. We at Women’s Worldwide Car of the Year are also working on this. Our work serves as an inspiration to millions of women who love cars and journalism, who dream of testing vehicles, and who want to dedicate their lives to this passion.
It’s pointless to continue upholding outdated stereotypes. Cars are machines that anyone can drive and love – regardless of gender, culture, religion, age, or skin color. It all comes down to passion.
As someone who has been part of this industry for decades, what do you consider to be the biggest mistake automotive brands make in their marketing and approach to female audiences? How can brands better address women as drivers and consumers?
– Many of the problems stem from the fact that leadership positions are mostly held by men. No matter how much market research and analysis are done, no one can understand a woman’s emotions better than another woman. That’s why it’s crucial for women to be present in decision-making positions. Only through this connection will brands find it easier to capture a larger market share. This is not a question of altruism or inclusion, but pure business logic – it’s about sales.
In today’s world, where cars are viewed from a new, female perspective, do you think manufacturers are now adequately taking into account the needs of the female market? Can you mention any innovations or marketing campaigns that have impressed you?
– Unfortunately, no. Simply placing an attractive model next to a car is not the solution; what is needed is real concern for 50% of the population. One of the key shortcomings is still ergonomics. For example, women are still more likely to suffer whiplash injuries, because during crash tests, our morphology and weight distribution are not taken into account. Standard test dummies mostly represent male physiology, leaving women less protected.
Electrification of cars is currently one of the most important topics in the automotive industry. Do you believe electric and hybrid cars are the future, or do you think there are still significant barriers before they fully take over the market?
– Electric cars need at least five more years to reach true maturity. Significant progress has been made in terms of autonomy and charging infrastructure, but there is still a long way to go before they become the main choice for consumers. In the coming years, we will see numerous innovations in battery development, not just in terms of efficiency, but also environmentally.
Regardless of all market research and analysis, no one can understand a woman’s emotions better than another woman. That’s why it’s crucial for women to be present in decision-making positions. Only through this connection will brands find it easier to capture a larger market share. This is not a matter of altruism or inclusion, but pure business logic – it’s about sales.
As someone who closely follows global trends, with the increasing digitization and changes in how people consume content, what do you think the future of automotive journalism will look like?
– Traditional media are putting a huge effort into adapting to new formats, but it’s not enough because a new player has emerged – artificial intelligence. Some journalists are afraid of its effects, but why not view it as a tool that can make our work easier? It can take over the tedious and less creative tasks of research and documentation, while it’s up to journalists to verify facts and, most importantly, inject emotion into the articles and stories they write. There’s no need to fear artificial intelligence, because it will always be one step behind the content created by professionals. It feeds off our knowledge and experience. And that’s exactly what we need to convey to our readers – car enthusiasts who want accurate, verified, and high-quality information. That’s our advantage.
Is there a model or technological innovation that has impressed you the most throughout your career and why?
– I’m fascinated by autonomous driving and all the possibilities it opens up, especially for people with physical or age-related limitations. Its application will require massive investments, but it will also bring many business opportunities. It is also expected to reduce traffic accident rates, which in itself is exceptional. However, with this progress, the passion for driving may be lost. The future is very intriguing. It will take many, many years before autonomous driving completely replaces traditional travel… if that ever happens. But to answer specifically – there will always be car enthusiasts, those who will rent racing tracks to freely enjoy driving.
Is there a company that recently surprised you with its innovations, design, or technological achievements?
– The most surprising are the brands that invest the most in research and development – after all, it all comes down to money. Mercedes-Benz often comes up with revolutionary solutions, and the Chinese automotive industry is also increasingly entering the game. Overall, all manufacturers are investing in in-car technology, offering sophisticated infotainment systems that are rarely used to their full potential. Cars are increasingly becoming computers on wheels, tailored more for technology enthusiasts than true driving lovers.
What is the best professional advice you’ve received that helped you navigate the challenges of the automotive industry?
– I received this advice from Lancia’s media relations manager, Álvaro Acevedo, when I was just starting my career in this industry. He told me: Be careful, this is a very macho sector.
What advice would you give to young women who dream of a career in automotive journalism? What are the key skills, traits, and characteristics needed for success in this exciting but demanding field?
– The most important thing is to know how to tell stories, convey emotions, and above all, never lose your independence.
Throughout all these years, you’ve surely experienced many exciting moments behind the wheel. Is there a trip, test drive, or adventure you’ll remember for the rest of your life? Perhaps an extreme track, a racing car, or an unexpected road adventure?
– I particularly enjoyed driving through the sand dunes of the Sahara in a Jeep Cherokee. It’s the kind of driving that requires special attention because the sand can be deceptive. There, in an oasis where camel caravans once rested, I welcomed the 21st century, miles away from any civilization. It was magical to enter the year 2000 in that place. The sky was filled with stars – more than I’ve ever seen in my life. The night was quiet, with only the gentle whisper of the wind.
verzija na bosanskom jeziku: Marta García Fernández: Pionirka i snažan ženski glas automobilskog novinarstva