From Jalopnik · Erin Marquis · · 50s
Dodge La Femme: Pink Car for Women
Dodge's 1954 pink car for women sold poorly but inspired modern car culture.
In brief
Dodge's 1954 pink car for women sold poorly but inspired modern car culture. Dodge's 1954 La Femme concept car, a pink Dodge Royal Lancer, was marketed to women but sold poorly, highlighting historical gender gaps in automotive design. Originally reported by Jalopnik.
Dodge's 1954 La Femme Concept
Dodge launched a pink car for women in 1954, a concept that sold poorly but challenged automotive norms.
“Hey, women exist. What about a car for them?”
Why La Femme Failed
The car targeted women unable to work or engage with credit, a market Dodge never fully understood.
“No, it did not sell well.”
Historical Context
Cars were marketed to women as quiet, low-soot vehicles for leisure, not household tasks.
“Cars were seen as quirky machines for fun.”
Gender Gap in Automotive Design
Women were forgotten by the industry after cars became status symbols for men.
“For women, cars were just another appliance to complete household tasks.”
Modern Perspective
The La Femme concept remains a symbol of early gender-inclusive automotive design despite poor sales.
“I would have been floored by a Dodge sedan in Dusty Rose pink.”
At a glance
Dodge's 1954 La Femme concept car, a pink Dodge Royal Lancer, was marketed to women but sold poorly, highlighting historical gender gaps in automotive design.
