Halfords has stirred up controversy by describing a women’s hybrid bike as great for “cycling to Auntie Doris’s”.
The advert for the Carrera Crossfire 1 hybrid says: “Do you ever feel like cycling to Auntie Doris’s along the road, but cycling home via that bumpy shortcut? Well, on the Carrera Crossfire 1 Women’s Hybrid Bike 2015, that’s no problem!
The full text of the Carrera Crossfire 1 Women’s Hybrid bike
The cycling retailer has been branded as sexist by social media commentators as the description for the men’s version of the bike simply reads: “The Carrera Crossfire 1 Men’s Hybrid Bike 2015 is great whether you’re biking on tarmac or trail riding.”
The women’s bike is also described as “ideal for those who like to mix it up a bit” while the men’s bike apparently “allows you to breeze right by for hours of biking bliss.”
This is not the first time that bike descriptions have stirred up controversy after mountain bike brand Superior claimed women “do not generally need to push their limits.”
In response to the accusations, Halfords told Cycling Weekly: “We have changed the product description and this will go live first thing tomorrow morning. We have listened to the feedback and said good-bye to Auntie Doris.”
The original product description didn’t go down too well on social media. Here are some of the best reactions:
1. Katharine was the first to spot the blunder and she immediately attacked Halfords with this scathing tweet.
@HalfordsCycling @Halfords_uk @everydaySexism You have GOT to be sh*tting me. Auntie Doris????? #WTF pic.twitter.com/VPARA3BadM
— Katharine (@katharineCodes) February 9, 2016
2. Charlie Brown chucks in a few more gender stereotypes for good measure
@katharineCodes @HalfordsCycling @Halfords_uk @EverydaySexism perfect. Have a nice time at your auntie's house be home before your curfew.
— Charlie Brown (@Bubbleanddown) February 9, 2016
3. A pretty damning assessment from engineer Holly
Halfords have some of the worst sexist marketing I've seen, especially in cycling https://t.co/aKWuhsw7jF
— Holly (@hollywn) February 9, 2016
4. Looks like Halfords won’t be getting any more of Jay Goulden’s business
The @Halfords_uk anti-advert…one more sexist company to cross off the list… https://t.co/wEPhHKtRDh
— Jay Goulden (@JayGoulden) February 9, 2016
5. Chris still thinks Halfords is stuck in the time of the Suffragettes
Hey @HalfordsCycling @Halfords_uk – Just thought I'd let you know, its 2016, not 1916. Cheers! https://t.co/toNrqA6f12
— Chris Booker (@kipperuk) February 9, 2016
