Who is Madam Wheels?


Jacquie Hayes is a journalist turned businesswoman who's revved up her long-time love of luxury cars into the turbo-charged new venture, Madam Wheels.

Launched in 2018 to rave response, Madam Wheels is a first-of-its-kind customised service for women with the purchasing power and passion for luxury cars.

As a private client car adviser, Jacquie helps women "step up" and call the shots during the typically testosterone-fuelled (aka patronising, intimidating or irrelevant) luxury-car buying process.

Ultimately, Madam Wheels aims to get discerning women into the cars of their dreams, not the cars they're sold. Jacquie uses her contacts, credentials and kudos to cut through the car-salesmanship jargon, mining everything women car buyers need to know, and nothing they don’t.

The back story

Madam Wheels was created off the back of a 30-year career in newspaper journalism. As the recent “First Class” columnist for the Australian Financial Review, Jacquie was able to test drive and report on some of the world's finest cars, as well as writing on other matters of interest to high-net-worth individuals.

While working in this niche, Jacquie noticed something intriguing. While luxury car manufacturers recognised that women were behind the majority of car-purchasing decisions either through their partners or, increasingly, in their own right via their rising earning capacity, the women are not “feeling the love" on the car showroom floor.

Madam Wheels was borne of a desire to help women take control as they negotiate to make one of the most expensive purchases of their life, second only, usually, to their home.

While she's not immersed in Madam Wheels, Jacquie is a keynote speaker and panellist who shares with diverse audiences across Australia her in-depth knowledge of women as the world's most important consumer market. She examines why women hold the purse strings in most buying decisions – and what will happen to businesses and companies which don't catch on.

Speed demon and donuts

A woman with a need for speed, Jacquie learned to manage a car as a teenager driving a column-shift ute around paddocks in regional NSW. The occasional donut wasn’t unusual.

Since then, her passion for all-things motoring has only accelerated. One of her most exhilarating moments involved driving Melbourne’s Formula One track in an AMG Mercedes-Benz. She managed a top speed down the straight of 240kmh.

To share the thrills and spills, Jacquie organises ladies-only Drive and track-day Experiences, giving women the chance to get behind the wheel of a fine luxury car or race-ready performance vehicle for the ride of their lives.

Jacquie currently gets around in an Audi RS6 and Land Rover Discovery.