After World War II, women became a vital part of the American workforce. They are no longer confined to the functions of housewives or secretaries, but also occupy the position of managers, doctors, lawyers, scientists and small entrepreneurs.
And with the need to go beyond the local grocery store came a new need for female independence on the open road. Dodge wanted to fill that need – with an elegant touch of pink.
Between 1955 and 1956, American automaker Chrysler produced the first car specifically marketed to women – the 1956 Dodge LaFemme.
This sassy car came in a pink exterior and upholstered in a pink upholstery with pink vinyl accents (of course, it has to be pink!). The car also came with equally chic accessories – with a pink lipstick holder, pink umbrella and pink handbag.
The LaFemme also comes with a keystone pouch that can be stored in the back of the passenger seat.
Each bag came promply stocked with a lipstick case, powder compact, comb, cigarette case, lighter and coin purse. These goodies, all made of faux tortoiseshell plastic or pink calf leather and gold tone metal, were designed by “Evan”, a famous manufacturer of women’s clothing and accessories in Chicago at the time.
Tucked away behind the driver’s seat compartment were a raincoat, raincoat and umbrella, all in a rosebud to match the car’s interior.
The Dodge La Femme was originally sold as a “spring special” 1955 Dodge Custom Royal Lancer, so you can pick it up for just an extra $143.
Its marketing brochures advertised the car as “By Special Appointment to Her Majesty… the American Woman”.
Sadly, Doge discontinued production the following year and La Femme was more or less forgotten in automobile history. As it came as an option package for a standard model, its exact production numbers are not known, although research suggests fewer than 2,500 were manufactured between 1955 and 1956.
Fewer than 60 Dodge La Femme survive today.
Some suggest that the failure of the La Femme model was due to its lack of marketing exposure. It was displayed only on single-sheet pamphlets; there were no shiny demo models and no evidence of magazine, radio, or television advertising. It was likely that most American women didn’t even know it existed at the time.