Sheilas' Wheels is a car insurance brand based in the United Kingdom that was initially targeted exclusively towards women, after research showed that female drivers were generally more cautious, made fewer claims and had different requirements to men.
[1] The brand, named after the Australian slang term "sheila" for "woman", was launched in October 2005 by Peter Wood, and is part of Esure, the insurance group he founded with HBOS in February 2000.
The brand has achieved fame through its advertising featuring three women clad in pink sequinned dresses who sing a variety of jingles promoting Sheilas' Wheels (e.g. "For bonzer car insurance deals, girls get onto Sheilas' Wheels"), often from the seats of a bubblegum pink convertible – sometimes referred to as "The Sheilamobile".
[3] Since their launch, the Sheilas' Wheels adverts have grown over one hundred video tributes, parodies and imitations on YouTube, including a song by the Amateur Transplants.
The brand was originally conceived by copywriter Chris Wilkins and his creative partner and wife, Sian Vickers.
[4] Peter Wood launched the brand at "luxury, beauty store" Jo Malone on Sloane Street, London in October 2005.