Don't call them cute. In the competitive and macho world of car design, attempts to lure women into the driver's seat have become remarkably subtle - nothing obvious, nothing patently sexist or evidently female, say the experts…Design innovations aimed at attracting women are often played down…The 2010 Kia Soul was named Small Car of the Year by FAMA Magazine during an award ceremony at the 2010 North American International Auto Show in Detroit. The Hispanic women's magazine lauded the car's safety features and exciting design elements. Shelley Tavener, public relations manager for Kia Canada, says sales of the Kia Soul are only slightly higher for women. "It has tremendous appeal for female automobile journalists, but concrete data shows men are just as interested," she says. Kia Soul designer Peter Schreyer, who also designed the Audi TT and the new Volkswagen Beetle, never intended to design a car for women, she explains. Rather, he pursued incredible design that had an emotional appeal. He wanted a car that resonated with people."You want to be in that car whether you're a man or a woman."…
