Martha Stewart Endorses Waymo's Driverless Ojai Vehicle in New Ad
Martha Stewart has partnered with Waymo for a social campaign promoting its new all-electric Ojai vehicle, which she calls her "home away from home." In a 52-second spot, she tours the vehicle's features and jokes about the lack of keys. She also criticized traditional taxis as a "horrible experience" during the collaboration.
The Ojai represents a significant engineering shift for Waymo, as it is the company's first model purpose-built for autonomous ride-hailing rather than retrofitted from a standard passenger car. Manufactured by China's Zeekr and assembled in Arizona, the vehicle includes accessibility features such as braille, screen-reader compatibility, and a support handle integrated into the seat. Its interior offers three screens, adjustable seating, and a Calm Mode that minimizes display information.
Stewart's endorsement arrives amid her broader lifestyle brand expansion, including a recent kitchen appliance line. Her criticism of traditional taxis highlights a marketing strategy that positions autonomous vehicles as a premium alternative to conventional ride-hailing, emphasizing comfort, space, and productivity for passengers who treat the cabin as an extension of their office or home.
This celebrity-backed campaign could accelerate mainstream acceptance of autonomous vehicles by associating them with comfort and luxury rather than technology anxiety. Older adults, who may be skeptical of driverless cars, might find Stewart's endorsement relatable. The vehicle's accessibility features could also signal improved mobility options for disabled riders. However, the campaign's high-end framing may reinforce perceptions that autonomous ride-hailing is a premium service, potentially limiting its perceived relevance to broader transportation equity discussions.