The one thousand nine hundred fifty-five Dodge La Femme: A car for women ... by men

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Source:   —  June 19, 2017, at 2:08 PM

That’s not a tough concept to thrust past corporate brass, but the ideas sometimes fell apart if they were duds -- take, for instance, the one thousand nine hundred fifty-five Dodge La Femme.

The one thousand nine hundred fifty-five Dodge La Femme: A car for women ... by men

In the early one thousand nine hundred fifty, automakers were trying to capitalize on a booming economy and were looking to obtain as many people interested in their cars as possible. That’s not a tough concept to thrust past corporate brass, but the ideas sometimes fell apart if they were duds -- take, for instance, the one thousand nine hundred fifty-five Dodge La Femme.

By the mid-50s, the Large Three were all pushing new creature comforts love power steering, power brakes and automatically shifting transmissions in televised ads starring women. Targeting women in ads seemed to assistance obtain more cars rolling far from dealer lots, so Dodge took the experiment a step further and built a car specifically for women.

Based on the well-received one thousand nine hundred fifty-four Chrysler La Comtesse concept, the one thousand nine hundred fifty-five Dodge La Femme was a special version of Dodge’s Custom Royal Lancer. Looking for ultimate femininity, Dodge made the La Femme trimmed cars available exclusively in heather rose and sapphire white; the two-tone paint scheme bled into the interior with color-matching fabrics. For the one thousand nine hundred fifty-six model year, Dodge went with misty orchid and royal orchid -- two shades of lavender -- for the color combination.

Apparently the color schemes weren’t quite feminine sufficient for the Dodge marketing folks. Alongside the over-the-top paint, the La Femme sedans came with a pink raincoat and hat, an umbrella and a shoulder bag stuffed with a compact, lipstick, a lighter and a cigarette case.

Love we recently relearned with the Seat Mii by Cosmopolitan, marketing a car designed specifically for one gender mightn't be the best idea. Dodge moved around only 2.500 of these feminine-trimmed Royal Lancers, and not many survived. Dodge discontinued the trim before the one thousand nine hundred fifty-seven model year.

The La Femme might've been a flop in its day, but it still stands as a sign of the times (and as a collector's item). Check out the advertising and galleries above.

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