Car Rental Company Under Fire for Offensive Slogan

Car Rental Company Under Fire for Offensive Slogan

A well-established car rental company faces severe backlash after a recent incident involving a distressed mother and her young son.

Nicole Van Dijken and her 7-year-old son were shocked when they stumbled upon a car with a highly offensive slogan adorning its side. This incident has sparked a heated debate about the appropriateness of the company’s long-standing motto, which has remained unchanged for an astounding 70 years.

The car rental company in question is Bayswater Car Rental, founded in 1958 Perth, Australia. The company was notorious for its outdated practices, which have fortunately been replaced with a more inclusive approach.

In the past, the company exclusively hired male drivers, leading to using the phrase “no birds” to refer to female employees in the industry. Back then, “birds” or “delivery girls” were commonly used.

Van Dijken, struggling to make sense of the slogan, expressed her deep frustration with its offensive nature and the challenges it posed when explaining it to her young son. In an interview with ABC Radio Perth’s Jo Trilling, she shared her thoughts: “Whenever I see it, it never fails to make me furious. It’s a derogatory term, and now I have to discuss it with my son, which I did.”

According to Van Dijken, using the slogan refers to a regrettable era of the 1950s and 1960s and has no place in modern society. She firmly believes it is unacceptable to refer to women as “birds” and questions why the company persists in using such a profoundly offensive slogan.

Despite the public outrage and numerous calls for change, the company has no intention of altering its slogan. Instead, they direct customers to their website to understand the historical context behind the phrase “no birds.”

According to the company, in the early days of Bayswater Car Rental, having female employees for delivery services was considered an additional service in Australia.

While some argue that the term “bird” was once used innocuously, it is becoming increasingly evident that such language is derogatory and no longer acceptable today. One man expressed his desire to see the slogan eradicated from the company’s branding, acknowledging the changing societal norms.

Additionally, a woman shared her experience, stating, “During the rise of feminist activism, there was strong opposition to this slogan. Even my mother wrote to The West newspaper to voice her objection. It’s disheartening to see they are still allowed to use it.”

The incident involving Nicole Van Dijken and her son is a powerful reminder that words matter. It is crucial to recognize the profound impact that language can have and to strive for inclusivity and respect in all aspects of society.

As we progress, businesses need to reevaluate their branding and messaging to ensure they reflect and respect their customers’ diverse needs and values.