Big Yikes. Remember When Men at Dodge Made a Car ‘For Women’?
Dodge has many standout classics, but there were some cars from back in the day that missed the mark. In the ‘50s, Dodge made a car just for women, complete with blush pink paint and a matching outfit. Everything a woman wants, right?
, makers of the Lil' Red truck and the iconic Charger.
Some of the cars they created are forward-facing and innovative, but others are more emblematic of the moment. The La Femme is one of the latter. You wouldn't necessarily want it, but seeing it is a trip back in time.
says the 1950s were a boom time, and the Big Three—General Motors, Ford Motor Company, and Chrysler Stellantis— were trying to sell as many cars as possible. By the middle of the decade, their cars had new features such as power steering, power brakes, and automatic transmissions.
The automakers created advertisements that emphasized these features and starred women. These ads seemed to work, drawing female buyers, and Dodge decided that they should try and capitalize further on it by creating a car specifically for women. The idea passed the boardroom, and they were soon designing their version of an ultra-feminine car.
The concept was based on the 1954 Chrysler La Comtesse concept, but the car was crafted as a version of Dodge's Custom Royal Lancer.
The 1955 La Femmes were painted Heather Rose on the upper half and Sapphire White on the lower, the fabric on the interiors matching the outer colors. The 1956 model year shifted color schemes to purple, painted Misty Orchid and Regal Orchid inside and out.
The 1955 model had little fins on the edges of the trunk and protruding headlights. The Dodge badge went on the front and the steering wheel, and it had all the dials lined up under the steering wheel on the dashboard.
The biggest gimmick was packing each car with an umbrella, a pink raincoat, a hat, and a shoulder bag. The shoulder bag had a compact, lipstick, lighter, and cigarette case.
The rain cape and umbrella matched the Jacquard fabric interior, and the shoulder bag was the same rose-colored leather as the car's leather trim. They even put folding compartments on the back of the front seats to hold the rain coat and bag.
How did it work out?
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The advertisements for the Dodge La Femme were pure 1950s, with pages promising it was available by appointment to 'her majesty, the American Woman.'
They listed the features for 'the discriminating, modern woman', and their brochures went on about how it had all the luxury a lady would add. Often, they even made sure to assure women that the rain apparel that came with it matched the car.
These charming ads did not convince many ladies to buy a La Femme. They only ever sold 2,500 cars of that make. Dodge had to scrap the model before the 1957 model year. There aren't many La Femmes around now. It's a collector's item and a taste of the time period.
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