Jana Askeland is carving out a unique niche in the automotive industry, not just as a car reviewer, but as a trusted voice for mothers navigating the complex and often male-dominated world of vehicle purchasing. Through her platform, Real Mom Car Reviews, Askeland offers a perspective refreshingly centered on the practical needs and priorities of women, a demographic that significantly influences—and often makes—car buying decisions. Her approach, blending insightful reviews with relatable "mom life" content, has resonated with a growing audience, positioning her as a go-to resource for families seeking their next vehicle.

Askeland’s journey into automotive journalism is deeply rooted in her upbringing. She shares on "The Motherly Podcast" that her father was in the car business, a fact that initially filled her with embarrassment as a child. Summer visits involved him taking her to used car lots and auto auctions, where she’d assist with detailing cars. This early exposure, however, laid a subconscious foundation for her future career. While pursuing a degree in Mass Communications from NC State University, she found herself drawn to advertising sales for car dealerships. She describes this industry as "tricky" and "tough," yet it felt like "home." This adjacency to the automotive world led to frequent questions from women about car purchases. "100% of the time from women, like, ‘What should I buy?’" Askeland recalls. This recurring need, coupled with her inherent understanding of the industry, sparked the idea for a platform that could cater specifically to female consumers.

The automotive industry has historically been heavily skewed towards a male consumer base, a reality Askeland keenly observed. Despite women influencing over 85% of all car purchases, marketing and review content often overlooked their specific needs. Askeland recognized this gap and decided to address it directly. Her platform, Real Mom Car Reviews, which she founded in 2022, aims to demystify the car-buying process for mothers. Her video reviews, shared across YouTube, TikTok, Facebook, and Instagram, focus on elements crucial to families: safety features, cargo space, comfort, ease of use for car seats, and overall practicality for various life stages, from infancy through the teenage years.

The Motherly Podcast: A Deep Dive with Jana Askeland

In a recent episode of "The Motherly Podcast," Askeland sat down with host Liz Tenety to discuss her unique approach, the challenges she faces, and her insights into what mothers truly need in a vehicle. The conversation touched upon the nuances of car seat installation, the importance of inclusive car buying conversations, and her strategy for handling online criticism.

Tenety highlighted the significant influence women have in car purchasing decisions, noting that they influence more than 85% of all car sales. This statistic underscores the market’s oversight in catering primarily to male consumers, a point Askeland passionately addresses. She expressed frustration with the industry’s historical male-dominated structure, from automakers to dealerships, and how this has led to car discussions being perceived as a masculine domain, often making women feel excluded.

Askeland’s review philosophy is rooted in empathy and practicality. She emphasizes that what works for one family might not work for another, and her goal is not to declare a "best" car, but to highlight the positive aspects that could suit different family needs. "I don’t focus on the negative. I focus on the positive things that can work for people," she stated. This approach fosters trust and provides valuable, actionable information to her audience.

Navigating the Digital Landscape: Internet Bullies and Resilience

The online world, while offering a platform for connection and information sharing, also presents challenges, particularly for women in male-dominated fields. Askeland has encountered her share of internet bullies, with comments ranging from dismissive remarks to outright misogyny. She shared her coping mechanism on "The Motherly Podcast": taking these comments with a "grain of salt." While acknowledging that personal attacks can sting, she emphasizes her inability to control others’ opinions. Her strategy involves not deleting negative comments, believing it gives them undue energy, and instead focusing on the overwhelming majority of positive feedback. "Because 90% are positive, I can’t let that 10% bring me down," she explained. This resilience is crucial for any content creator, especially one challenging industry norms.

Key Considerations for Family Car Buying

Askeland offers practical advice for mothers looking to purchase a new vehicle:

• Safety First: She stresses the importance of investigating the latest safety features, paying particular attention to side-impact safety, which is critical when a car seat is positioned on the side of the vehicle. Beyond frontal collision ratings, understanding how a vehicle protects occupants in various impact scenarios is paramount.
• Car Seat Compatibility: Askeland advocates for considering the practicalities of car seat installation and use. This includes the ease of buckling children in, the space required for rear-facing seats, and how many car seats can comfortably fit.
• Seating Configuration: Her personal experience highlights the evolution of seating needs. For very young children, the middle of a bench seat or the passenger side behind the driver can be ideal. As children grow, captain’s chairs in the second row offer more space and easier access to a third row, especially beneficial for carpooling or managing multiple children.
• Minivans vs. SUVs: Askeland acknowledges the common resistance to minivans, often seen as a compromise on personal identity. However, she firmly believes they offer unparalleled practicality for families. She advises test-driving various models in both minivan and large SUV categories, as their driving dynamics can differ significantly.

The Unexpected Journey of Motherhood

Beyond her professional insights, Askeland shared a surprising personal revelation: she never initially envisioned herself as a mother. Her perspective shifted dramatically after experiencing the profound connection with a friend’s baby. This pivotal moment led her to embrace motherhood, a journey that has undoubtedly shaped her understanding of family needs and vehicle requirements. She candidly discussed how she once viewed motherhood as a potential end to her identity and freedom, but has since learned that mothering styles are diverse and personal. Letting go of the need for control has made the experience more fulfilling.

Askeland’s sons, now 9 and 11, are an integral part of her life and often feature in her content. She describes her day-to-day as a balancing act, striving to provide freedom within a structured framework for her children. Her work as a car reviewer is her full-time endeavor, and she consciously integrates her children into her content, sometimes passively and other times by giving them lines to say. This authenticity resonates with her audience, as it reflects the reality of juggling a career with family life.

Motherhood as a Superpower

At Motherly, the belief is that motherhood unlocks unique strengths. For Askeland, her superpower is flexibility. She emphasizes her ability to "roll with the punches," understanding that difficult moments are temporary and require adaptability. This involves pivoting and helping her children pivot when needed, often by letting go of rigid expectations and embracing what her children might want to do. This flexibility, she notes, prevents the stress and anxiety that can plague many parents.

Askeland’s work with Real Mom Car Reviews is more than just a business; it’s a mission to empower mothers. By providing honest, relatable, and practical automotive advice, she is helping women navigate a significant purchase with confidence. Her presence in the industry serves as a powerful reminder that women’s voices and needs are not only valid but essential in shaping the future of automotive marketing and design. Her journey, from childhood embarrassment to industry influencer, is a testament to finding purpose in unexpected places and using one’s unique perspective to make a tangible difference.