WHERE LUXURY MEETS EMPOWERMENT
In a world where horsepower has long been synonymous with testosterone, Jacquie Hayes, the founder of Madam Wheels, has stepped onto the accelerator to redefine the narrative.
“I help women experience and buy the luxury cars they love,” she says, and from the first moment, you sense her mission is personal. This isn’t just about selling cars; it’s about unlocking confidence, celebrating individuality, and creating an experience long after the keys have been handed over.
“Women are such an important part of the car-buying equation,” Jacquie explains, her voice a mix of determination and warmth. “Globally, we’re recognised for making the majority of car-buying decisions, yet many of us have faced dismissive experiences on the showroom floor. That needs to change.”
With Madam Wheels, Jacquie is leading the charge—creating a community and process that centres on respect, understanding, and joy.
THE TRIANGLE OF HONOUR
Central to Jacquie’s philosophy is what she calls the “Triangle of Honour”: personality, sensibilities, and lifestyle. These three pillars form the foundation of her bespoke approach. “We’re not numbers,” she emphasises. “We like to feel seen, heard, and understood.”
Jacquie recalls a client who epitomised this ethos. “An older woman came to me as she was about to hit a significant birthday. She said, ‘I want a two-seater the grandkids can’t fit into. I just want to go away on weekends and not feel any guilt about it.’ Her husband had bought her last five cars, but this one was for her.” Jacquie matched her with a vehicle that was more than transport; it was a statement of independence and celebration.
The personalisation doesn’t stop there. Jacquie works closely with trusted dealerships and salespeople—what she affectionately terms “Madam Wheels-worthy”—to ensure her clients receive the respect and service they deserve. “I vet the people I work with,” she says. “It’s about trust on both sides.”
THE EMOTIONAL ENGINE
For Jacquie, luxury cars are more than machines; they are vessels of memory and emotion. “Often, you step into these cars and feel like you’re wrapped in a Hermès handbag,” she says, conjuring an image of exquisite comfort and design.
Beyond the tactile pleasures, there’s a deeper connection. “Cars are a portal out of the mundane,” she continues. “They allow us to explore, connect, and create memories. Whether it’s a day trip or a weekend getaway, these experiences matter, especially in a post-COVID world.”
Jacquie’s love for luxury vehicles is intertwined with a touch of adrenaline. “Taking a car from zero to 200 kilometres per hour, feeling the G-forces, knowing the technology and safety features are there—it’s indescribable,” she says.
But the joy isn’t limited to high-performance thrills. Even the daily drive becomes a moment of delight when the car is perfectly suited to its owner’s needs and style.
NAVIGATING A CHANGING MARKET
The automotive world has shifted dramatically over the past two decades, with overwhelming choices, technological leaps, and an information overload shaping the landscape.
“Ten years ago, there were limited options,” Jacquie observes. “Now, we have nearly 70 brands and 380 models in Australia alone, many of them hybrid or electric. It can be overwhelming, especially for those intimidated by the showroom experience.”
Madam Wheels offers a solution to this complexity. Jacquie begins with a discovery session to uncover her client’s needs and desires. From there, she curates a list of options, detailing the pros and cons of each. “The client decides which cars to test drive,” she says. “I facilitate everything—from arranging the drives to ensuring they meet salespeople I trust.”
Her goal is simple yet profound: to make the process enjoyable, memorable, and empowering. “When women feel confident, they step into their power,” Jacquie says. “And that’s the heart of what Madam Wheels is about.”
BEYOND THE SHOWROOM
While Jacquie focuses on cars, her vision extends beyond the automotive world. “The principles of Madam Wheels are transferable,” she says. “Whether it’s real estate, medicine, or law, the need to feel seen, heard, and respected applies universally.”
This desire for meaningful connection underpins the Madam Wheels community. “We’re about building relationships,” Jacquie explains. “It’s not about smoke and mirrors. It’s about transparency and genuine support. Life can be hard, and if we can make it a
little easier for each other, that’s a win.”
DRIVING SUCCESS
For Jacquie, success is measured not in numbers but in impact. “Staying power and advocacy speak louder than social media metrics,” she says. “When clients remain part of the community and bring others with them, that’s success to me.”
She is driven to see Madam Wheels grow across borders and industries, creating a ripple effect of empowerment and connection. “I’ll never stop supporting women,” she says. “We need it now more than ever.”
As the interview concludes, Jacquie leaves us with a thought that lingers: “We just want to feel like we matter. That’s all I’m trying to do here. I want people to feel seen, heard, and valued.”
In a world of roaring engines and quiet dismissals, Jacquie Hayes and Madam Wheels prove that true power isn’t just under the bonnet—it’s in the people who dare to take the wheel.
BE EMPOWERED
Jacquie Hayes leaves no doubt that Madam Wheels is about more than cars—it’s about empowerment. “It’s about stepping into your power and enjoying the process,” she says. Through her tailored approach and unwavering commitment to her clients, Jacquie ensures that every woman feels confident, valued, and in control.
“Buying a car should be exciting, not intimidating,” she adds. “It’s a reward for your hard work and a reflection of who you are. You deserve to celebrate that.”
For Jacquie, empowerment isn’t just a slogan—it’s the engine driving everything she does. Whether behind the wheel of a luxury car or in the decisions that shape their lives, Madam Wheels encourages women to take the driver’s seat confidently and unapologetically.
