Perverse European Commission attempts to stop motor insurers discriminating positively in favour of patently lower risk women drivers may have floundered, but Sheilas’ Wheels – the less than subtle female-centric policy provider – must keep its doors open to mere males to avoid claims of trading gender prejudice.

The business imperative is simple: women provide an insurance clientele of 14m drivers, or 45% of motorists – and female car users are urged to do it for themselves, rather than as add-ons to partners’ policies.

It conversely makes the point that adding a male driver to a woman’s policy adds significantly more than including another female in the cover provided.

Sheilas’ Wheels is a brand of esure, itself part of the HBOS Group, and follows the trend set by Diamond, which specifically targets women.

Inducements include free handbag cover up to £300 for theft or if it is destroyed by fire, as well as a 24-hour trauma counselling line. Whether or not male customers qualify for those elements is not clear.