Happy Mother’s Day! What a great day to reflect on what people thought women wanted from a car in the mid-1950s. At first it sort of seems like some weird Mad Men spoof of 1950s advertising; but no, it was a real thing.
Made from 1955 to 1956, the Dodge La Femme was a car specifically made for and marketed to women. It was (what else?) pink, with a pink interior. It came with a purse that custom-matched the interior fabric and this purse fit into a custom-made compartment slot behind the front-passenger seat. You could get your name engraved on the front of the purse and the purse came with custom matching accessories such as a comb, lighter, cigarette case, lipstick case, coin purse, and a face-powder compact.
Better yet, in a compartment on the back of the driver’s seat was a custom-made raincoat, rain bonnet and umbrella also made to match the interior fabric.
Kind of looks like a toy Barbie car. Here’s the car in all of its pink glory, including a photo of the pink dashboard:
And here’s the ‘purse compartment’ on the back of the passenger seat, along with a photo of the purse and its contents:
And of course, I can’t forget to include the matching umbrella, rain bonnet and raincoat. The photo’s in black and white, but somehow, I’m getting a hunch that they were pink:
Photo sources: These photos aren’t my own. Click on each one to link back to its original website.