Sheilas’ Wheels is a car insurance brand based in the United Kingdom that targets its insurance to women. The brand, named after the Australian slang term sheila for a 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”.
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