Westfield scraps ‘politically correct’ parking bays after shoppers left baffled
26th December 2018

A Westfield shopping centre has scrapped the ‘most politically correct’ parking bays ever.

The bays – painted with outlines of people representing modern families – were aimed at ‘promoting diversity’ but left some shoppers baffled about where they could park.

Instead of the standard depictions that show a traditional family, these bays included different combinations of parents and children.

The 24 bays were installed at the Westfield shopping centre in Shepherd’s Bush, west London, but have since been removed.

They showed same-sex couples, single parents, grandparents with children, a trans couple with a baby and youngsters with more than two parents.

The bays were painted to mark the launch of the Volvo V60 estate car.


While the move celebrated the changing face of modern Britain, some shoppers said they were left confused.

Rob Jones told Mail Online: "My family and I drove into car park A when they were put up and we didn’t have a clue which ones we could park in.

"We had a queue of vehicles behind us as my wife and I tried to work out if we could leave the car in them."

One Twitter user called them the "most politically correct" parking bays ever.


A spokesman for Westfield said the bays had proven "very popular" with motorists, but said the idea was part of the Volvo promotion and "never a permanent fixture".

Joseph Ernst, from advertising agency Grey London, which masterminded the idea, said: “According to the Office of National Statistics, 65% of UK families are non-traditional.

"But the family iconography we see every day still doesn’t reflect this.

"To launch Volvo’s ultimate family car, the new V60, we wanted to represent families of all kinds. The Volvo Family Icons are a celebration of the broad spectrum of diverse families living in the UK today.”

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