This original article was first published here: Fast Cars, Slow to Change – Why Ferrari UK’s Social Media Has No Women Over 50
Introduction – Ten Years in the Driver’s Seat
For over a decade, I have reviewed Ferraris in the UK for MenStyleFashion. I’ve driven them in conditions that would make most drivers nervous — from the calm sun of summer country lanes to torrential British storms. I’ve brought my readers not just the glamour shots, but the real experience of living with these machines.
Yet in 2025, something has changed. Ferrari UK no longer invites me to press launches, no longer asks me to review their latest cars, and no longer features women like me on their social media.
It reminds me of Lewis Hamilton’s recent confession: “I feel like a bit of a useless person.
”In his case, it was about being underused despite being one of the most talented drivers on the grid. In mine, it’s about being ignored despite years of proven results. The parallel is hard to miss.

There was no parking space so the Abbey allowed me to park
The Missing Demographic in Ferrari’s UK Marketing
Scroll through Ferrari UK’s Instagram or TikTok, and a pattern emerges. The female presence is almost exclusively young. Often beautiful, always photogenic — but never representing the millions of women over 50 who not only drive but buy and love Ferraris.
It’s a curious oversight, because the reality of luxury car ownership tells a very different story. The average age of a Ferrari buyer is not 25. It’s not even 35. Most owners are in their late 40s, 50s, and 60s — people who have spent years building careers or businesses and now want the joy of a supercar in their garage.
So why is this demographic absent from Ferrari UK’s media presence?

Is It Engagement, Age, or Image Control?
When I’ve asked about the shift, the answers have been vague. In one exchange, I was told to “contact Ferrari Italy” for media access — despite all my Ferrari coverage always being UK-focused and UK-published. Ferrari Italy, unsurprisingly, refused to help.
Was I being politely fogged off? It certainly felt like it. The question is why.
Is it about engagement numbers? My audience may not match the viral spikes of some 21-year-old influencers, but MenStyleFashion has built a loyal readership over a decade. That’s influence — the kind you can’t fake.
Is it my age? I’m over 50, confident behind the wheel of a 200mph machine, and unafraid to say what I think. I don’t fit the pliable, made-for-Instagram mould.
Or am I, in Ferrari UK’s eyes, like Hamilton — “a bit of a useless person” — overlooked despite experience, results, and the ability to perform at the highest level?
The Paradox of Ferrari’s Marketing Strategy
Ferrari is a brand built on legacy. The prancing horse represents craftsmanship, engineering excellence, and timeless style. Yet in their UK social media, the human faces of that legacy seem almost entirely under 30.
This isn’t unique to Ferrari. The luxury automotive industry has long lagged behind fashion and beauty when it comes to confronting ageism. While brands like Dior and L’OrĂ©al have embraced older ambassadors, car brands still behave as though only the young can be aspirational.
The irony? Many of Ferrari’s most loyal customers, the ones who’ve owned multiple models over decades, are exactly the people they now choose not to show.
What Women Over 50 Bring to the Wheel
A woman over 50 behind the wheel of a Ferrari is not just a driver —