What Does ‘Lady Driven’ Mean?

I'm not getting up on a high-horse here, but we're having fun trying to figure out what EXACTLY does 'lady drive' or 'lady driven' mean when used in a car ad.

It could be a positive thing like: women are more careful drivers and take better care of their vehicles.

Or it could be a negative like: women are terrible drivers and are harder on their cars.

When used in a car ad, it has to be a positive, right?