In today's world, there's a lot of talk about gendered marketing, and whether or not it's a good idea.
While we today question the idea of "girly" colors, not long ago it was a bold new marketing front — like this all-pink 1950s kitchen.
In the midcentury, women were making financial decisions and buying goods, so companies knew they had to appeal to them if they wanted to make more sales.
In 1955 and '56, Dodge unveiled the La Femme, a car designed and marketed exclusively to women. How is that even possible, you wonder? Well, they made it very clear who their audience was.
For starters, the car was pink, inside and out. The paint, the upholstery, the dashboard, the steering wheel — you name it, it was pink. It also came with a variety of accessories, and we don't mean for the car.
But while the style of this car and the lingo of its ads might be a little dated, one thing is for sure: A pink car is pretty cool.
Would you drive this car? Let us know your thoughts in the comments below, and please SHARE!
(h/t: MessyNessyChic)
This is a 1955 Dodge La Femme, with its pink paint job and pink interior. Frankly, we're surprised the engine wasn't pink, too.
In fact, the La Femme was an optional deal on Dodge's Custom Royal Lancer. For an extra $143, customers could opt for the all-pink paint job and accessories package.
There was also a 1956 model — but after that, perhaps unsurprisingly, the La Femme was discontinued.
The 1956 La Femme also featured a transmission control operated by pushing buttons, rather than a stick and clutch. This was heralded as the future of driving, and in a way, Dodge was right about that.
The car was the first to be marketed exclusively to women, and Dodge really drove the point home with the name — "The Woman" in French — the pink coloring, and the accessories included with each car.
Each La Femme came with a purse, which fit into a special compartment on the back of the seat. The purse came with a compact, cigarette case, comb, lighter, change purse, and lipstick case. And naturally, everything was pink.
While the idea of a car "made for women" seems weird today, it actually made sense back in the '50s. After World War II, women had joined the workforce and had thus become commuters.
Stay-at-home moms, many of whom were living in the suburbs, needed cars for errands. For the first time, women were car buyers, and Dodge wanted to cash in on that.
And by tweaking a model they already had, Dodge figured they could cash in on this new demographic of consumers.
It's estimated that about 2,500 La Femmes were manufactured. The marketing brochures, seen in this brochure, expounded on all the uniquely feminine features that the car had to offer.
But even though Dodge tried to appeal to them, most women didn't exactly flock to the La Femme.
Most likely, a family on a budget simply didn't want to pay an extra $143 for a pink paint job and a purse.
Sixty years later, there are only a handful of La Femmes in existence. Some have been restored, and some, like this one, still need a little love.
But for vintage car enthusiasts, the La Femme is seen as a peculiar piece of automotive history.
Today, the idea of a car being "for women" just because it's pink and accessorized is laughable.
But as a vintage item, we can appreciate its over-the-top girliness. And a pink car would be pretty cool.
Who knows? Maybe they'll make a comeback!
Please SHARE the La Femme with your pals if you could imagine yourself hitting the open road in one of these babies.
