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Spanish car manufacturer Seat is pitting the genders head to head in an online contest to resolve the question of who make the better drivers.

With the girls sporting lower insurance premiums and the boys flying the Formula One flag, Seat Sex Drive will invite 150 men and 150 women to settle the matter once and for all. The digital gender battle is designed to build engagement and loyalty amongst those in the 18 to 44 age group looking to update their wheels. 

Participants can challenge a Facebook friend of the opposite sex to enter the contest and one hundred pairs will then be chosen by popular vote via the social networking site. Another 50 pairs will be selected as wildcards by the team captains - television presenter and model Emma Willis for the girls and celebrity son Jack Osborne for the boys.

Facebook challengers can also choose a forfeit their adversary must submit to if the latter's gender is ultimately proven the bigger liability on the road. Losers will be forced to render services ranging from the relatively tame tasks of playing chauffeur, chef or gardener for a week to the riskier roles of servant, escort and sugar daddy/mama.

Auditions will take place on 21st and 23rd September and contestants will be given tasks to prove their motoring credentials. Four men and four women will ultimately bear the weight of their gender's pride on their shoulders in the final tournament.

Steve Robertson, head of marketing at Seat UK, said: 'Seat Sex Drive will provide excitement and tension in spades, as well as answering the all-important question of which is the stronger sex behind the wheel.'

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