More Women Voice Ads Spark Increased Car Interest

Many Americans recognize Jan, even if they aren't familiar with her name. The character, who works as a receptionist at a Toyota dealership, has appeared in over ten years of Toyota commercials, portrayed by actress Laurel Coppock.

Coppock's involvement was not a significant milestone in the automobile sector. Women had appeared in car advertisements from the early 1900s onward, reflecting the growing trend of women's autonomy, particularly as they began venturing beyond their homes.

Over the past few years, numerous studies have indicated that advertisements with female voices tend to score better in terms of likeability, memory of the brand, perceived relevance, ease of remembering, and audience interaction compared to those featuring male voices, as reported by WestwoodOne.

According to Veritonic, in a study involving 20 car ads, the highest-rated advertisement among male prospective buyers includes a female voice and/or female leading actor.

The CXL Institute discovered that individuals younger than 35 perceive ads with female voices as making products seem more accessible.

These are elements that marketers, agencies, and company leaders are focusing on. Differentiating oneself in the highly competitive automotive market through effective marketing and ads is particularly crucial as financial resources within the sector become more limited.

Following 15 years with actor Jon Hamm providing the voice for its brand, Mercedes-Benz is transitioning to acclaimed actress, producer, and director Lucy Liu as the spokesperson for the company's ads in the United States.

We conducted an anonymous evaluation of more than 200 vocal performances prior to making our choice, ensuring that nobody was aware we had finally picked Lucy Liu until the last moment. After reviewing all possibilities, we were convinced that a female voice brought us a new layer, a renewed viewpoint, and a distinct emotional impact for the brand. Ultimately, luxury advertising revolves around the emotions you evoke and the associations you establish with the brand. While some might perceive shifting from a male to a female voice as indicating change, I believe such subtle shifts can effectively capture attention through innovation," said Melody Lee, Chief Marketing Officer at Mercedes-Benz USA. .

Liu's initial ad campaign, promoting the Mercedes-Benz GLS three-row SUV, is now available to view and hear. Two more advertisements showcasing Liu will begin later this month.

Lee recently spoke with about the importance of making Mercedes-Benz a brand That celebrates women. She will take the stage at the company's Women's Global Impact event on August 5.

July 14, 2025 at 11:00 a.m. ET Update: This article has been revised to indicate that Jon Hamm's first name does not include an 'h'.

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