Alix Capper Murdoch Atkinson: Empowering women on the roads
Alix Capper Murdoch Atkinson
Empowering women on the roads
‘I’m not sure where it all began but I can remember knowing the name of more car models and makes when I was in primary school then the boys did. I must’ve been around eight or nine. As I got older, my love of motoring expanded into motorcycles, aircraft and motorsport.’
Alix Capper Murdoch Atkinson is an automotive specialist: that much is fact. She joined the Royal Air Force at 16 to become a driver in the MT Squadron; after five years in the armed forces, she went to Aberdeen College to study media and broadcasting. Combining driving and journalism, Alix made waves. She became the first female pit-lane commentator at Knockhill, a motor racing circuit in Scotland; then she became the first female motor racing instructor in the gulf when she moved to Dubai in 2004; she started working as a stunt double with one particular stint in a Kanye West music video; she became the first ever female lead commentator in motorsport as she took up the role of GP2 commentator for Ten Sports Television; now, she lives and works in Dubai as the motorsport specialist and sports presenter on the radio station Dubai Eye 103.8.
She has smashed through all barriers in an industry dominated by men and in a career full of excitement, risk and adrenaline, her pride and joy is her platform, Miss Auto Know.
Miss Auto Know is a safe place for women to ask any question about cars and driving, helping them feel more confident when it comes to choosing the right car and driving in the United Arab Emirates.
‘After working as a product specialist and delivering training in Europe to car dealers, I realised that it is a very male dominated industry and many women feel put off by talking in technical terms to a car salesman. I was also being tagged in numerous posts on social media to try and help women who were too fearful to drive on the roads in the UAE.’
126 Likes, 27 Comments - Miss Auto Know (@miss_auto_know) on Instagram: "Where have I been? For a start, I've been testing the new Nissan Leaf in Spain! . . . . . #leaf..."
Alix shares her knowledge and her expertise on the website, in a closed group on Facebook, on the YouTube channel and traditional media outlets. She’s aiming to bridge the gap between car manufacturers, dealers and organisations and the women on the roads.
‘I think it’s very important to offer a safe place for women to ask advice, gather information and share stories. The Facebook group has been great in learning more about what women want to know.’
Miss Auto Know is also a forum to discuss the evolving needs of women drivers and there are some specific differences between the needs of men and women in choosing a new car.
‘Generally, men choose vehicles to represent their worth in life. Women tend to want to make sure that they choose a safe and reliable vehicle for the whole family. Men prefer horsepower where women prefer comfort and the ability to see all around them. Through the forum, most women want to know about safety features. This could be anything from how they work to which are the best features to insist on when looking at purchasing a new or used car.’
‘Choosing a new car is completely individual and requires each person to ask themselves questions on why they need a car, what that car will be used for and inevitably what fits into their budget. Women want to know what their options are because if you’re not into cars then you may not know how many manufacturers are out there let alone how many models are available in each category from each dealer and manufacturer.’
Naturally, the needs of women drivers are evolving, with Miss Auto Know serving as a forum to discuss these changes. The portal strikes an effective balance between sharing the information and ensuring the women relying on it are empowered, rather than patronised in any way.
‘There are many women on the site who are petrol heads and we all love to confuse one another about things we don’t know about. Even as a product specialist, I am always learning new things about current models and the future of the automotive industry. For instance, this weekend I am attending a training session on the future of electric vehicles and how we need to adapt the transfer of power from batteries to accommodate for more electric vehicles on the roads.’
116 Likes, 1 Comments - Alix Capper Murdoch Atkinson (@life_in_the_fastlane) on Instagram: "No filming today so no Harley-Davidson which means I have beloved Ducati back 👏🏼 Had to laugh at..."
As for being patronised herself, Alix doesn’t let perceptions about her gender have anything to do with undermining her expertise.
‘There have been a few cases where men would like to think they have all the information however, we can all learn something new every day whether we work in the industry or not. Learning is growing after all and hopefully, we all want to do something to improve our community.’
Living in Dubai and the United Arab Emirates means there are some specific needs you might not consider. The UAE is a melting pot of cultures and experiences, after all.
‘The biggest difference I see about living in this region is how people perceive driving standards in our country. If you come from India, Pakistan or other GCC countries, you are likely to be very impressed with the local driving standards. However, if you come from Europe you are likely to feel that the driving standards and culture are below par.’
Fortunately for those feeling less confident on the UAE roads, Alix has launched a driving course to teach other women the tips and tricks for a comfortable and enjoyable drive. As for choosing a new car, her top tip is research, research, research.
‘Ask yourself why (do I need or just want a new car), what (am I going to use it for), and how much (is my budget)?’
Alix Capper Murdoch Atkinson is here to share her expertise and empower women on the roads with Miss Auto Know.
‘There is more to my art than simply bleeding into the toilet each month. Each image is substantially more than a crass or vulgar image thrown up on a wall for mass shock appeal.’