The motor industry has hit back at the trade and industry secretary who has attacked its portrayal of women.

Patricia Hewitt had attacked what she saw as the "bras and cars" culture which she believed was preventing women from working in the motor industry.

Hewitt, who is also the minister for women, based her claims on a poster promoting the Motorshow in Birmingham which she branded as "pathetic".

The event's organisers, the Society of Motor Manufacturers and Traders, rejected the minister's portrayal of the industry as living in the past and said that the public would see the poster "for what it is".

The advert features a woman in a bra and the slogan: "The other way to your man's heart is down the M6 and off at Junction 4."

"I personally think these adverts are a big mistake," said Hewitt.

"As minister for women I find this poster pathetic. We all know sex sells but haven't we got past 'boys with toys'?

"Approaching 50 per cent of new cars are sold to women and manufacturers estimate that women have a strong influence over 80 per cent of all purchasing decisions."

The minister, who is at the Motorshow today to help promote employment opportunities in the industry, said the poster would not encourage women to apply for jobs.

"Latest figures show that there are 17,000 vacancies in the engineering sector, but also around 50,000 inactive female science, engineering and technology graduates," Hewitt said.

"Posters like this hardly help the recruitment drive. It is a real pity - and a shame they have chosen to reinforce old clichés rather than present a more modern image."

But the SMMT rejected her comments and said the industry was very much in the 21st century.

"The motor industry is inclusive, dynamic, fast-moving and forward-thinking," said a spokesman.

"There are thousands of female workers in the industry and it is not a case of going back to naked ladies sprawling over cars."

The society was apologetic for any offence the poster may have caused but doubted the public would be particularly bothered.

"The poster was one of a number that have been used as part of a wider campaign. The minister has picked up on this one. Most people will see it for what it is."