Shereen Shabnam
In 2018, I had the honor of joining Women’s Worldwide Car of the Year (WWCOTY) as a motoring jury representing the Middle East, marking a significant step in my journey as a pioneering female automotive journalist. Having often been the only woman present at regional car launches and test drives since 1999, my goal has always been to break barriers, challenge industry norms, and advocate for the representation of professional female motoring journalists in the last 25 years.
Despite producing in-depth, full-scale automotive reviews and covering the industry with journalistic integrity, many car brands initially failed to acknowledge the value of our work, particularly in the Middle East. Advertising support was largely absent, and the emphasis today remains on influencer collaborations rather than technical expertise and professional analysis. However, it is encouraging to see that the landscape is gradually evolving.
Before joining WWCOTY, I was already serving as the only female jury member for the regional Middle East Car Awards. It was a natural progression to extend my expertise to a global platform, and I am grateful to Sandy Myhre, the Founder of WWCOTY, for ensuring that our region had a voice in this prestigious global award. Today, as more women enter the automotive space, brands are beginning to embrace inclusivity, though there remains a crucial distinction between motoring journalism and influencer marketing.
A defining moment in this shift was Nissan’s recent initiative to actively engage with WWCOTY judges. In a groundbreaking event held in Rome, Nissan hosted the largest gathering of female automotive journalists ever assembled—35 professional motoring judges from around the world. This event not only showcased Nissan’s commitment to diversity and inclusivity but also reaffirmed the value of credible, fact-driven automotive journalism.
As jury members, we had the opportunity to test-drive Nissan’s latest crossover fleet, including a new performance model, and engage in insightful discussions with Katherine Zachary, Nissan’s Vice President of Communications for Africa, the Middle East, India, Europe, and Oceania, as well as our WWCOTY Executive President, Marta García.
This event was a turning point—not just for WWCOTY, but for the automotive industry at large. Nissan has set a precedent as the first brand to truly acknowledge and appreciate the expertise of professional female motoring journalists, in contrast to the many brands that continue to prioritize social media presence over journalistic integrity.
While influencer marketing plays a role in modern automotive promotion, it should not overshadow the work of professional motoring journalists and experts who deeply understand vehicle performance, engineering, safety standards, and technological advancements. Our role extends beyond aesthetics and social engagement; we analyze, critique, and inform—bringing well-researched, credible insights to the industry and consumers alike.
WWCOTY comprises 82 professional female motoring journalists from 55 countries across multiple continents. Our responsibility is to vote for the best cars of the year based on key automotive pillars: design, safety, performance, efficiency, and innovation. As a jury member, I am proud to be part of an organization that prioritizes expertise and industry knowledge over just fleeting social media trends.
Moving forward, I urge more automotive brands to recognize and engage with professional female motoring journalists, not just as a token of inclusivity, but as respected industry experts who contribute to the credibility, technical discourse, and future evolution of the automotive world.
It is an exciting time for women in motoring journalism, and as we continue to pave the way for future generations, our voices, expertise, and passion will continue to shape the industry in ways that truly matter. The Nissan event in Rome was a milestone, and I sincerely hope it encourages other manufacturers to follow suit, valuing journalism as much as visibility.
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