THE REMARKABLE DAIMLER ONE-O-FOUR LADIES MODEL

The 1950s so often appear to be another world – the National Anthem played at the end of cinema bills, newsagents selling Woodbines and The Daily Herald…and vehicles aimed exclusively at the female driver. Chrysler offered the Dodge La Femme – the “first and only car designed for Your Majesty the American Woman”. Complementing the Heather Rose and White paint finish was a purse, rain hat, rain cape and umbrella plus “every sophisticated touch your heart could desire”.

On the other side of the Atlantic, Daimler proclaimed: “Here – for the very first time – is a car specially designed to appeal to the woman who has very definite ideas about the car she wants her husband to buy.” Yes, the “Lady’s Model” or “Ladies Model” (both names appeared to have been used) featured a long list of “luxury features carrying a strong feminine appeal”.

Such fittings included suitcases, a sheepskin rug and travelling rug, a shooting stick, a patented set of maps, a vanity case containing Max Factor cosmetics, electric windows, an umbrella and a picnic case plus an ice box. Here, in short, was the perfect machine for those evenings at Glyndebourne or for sweeping along the A27 to Goodwood.

The One-O-Four succeeded the Regency in 1955 and it was undoubtedly an imposing machine, from its fluted radiator grille to its six-light coachwork. Power was from a 3,468 cc OHV straight-six engine, while the name derived from the prototype’s top speed of 104 mph. As for the top-of-the-range version, Autocar reassured its male readers that:

“If the term ‘Ladies Model’ gives the impression that the car is deprived by the manufacturers of potential performance so that it may be more docile in the hands of feminine drivers, it is misleading.”

In other words, they would still be as manly as Jack Hawkins when they were behind the wheel. Autocar further noted: “…he is a fortunate husband whose wife owns such a vehicle”. She would also probably have a private income or be a film star in the Diana Dors category. The price of a Ladies Model was £2,983 – far more than Jaguar Mk.VIIM and more than twice the cost of a Wolseley 6/90.

Production of the One-O-Four ceased in 1958 with the introduction of the Majestic. Daimler made just 49 Ladies Models and it would be fascinating to learn if any survive in the UK. After all, who could resist a car with a gold-propelling pencil as standard equipment?

Why choose Lancaster Insurance?

Here at Lancaster, we love classic cars as much as you do and we understand what it takes to protect them for future generations.

We have links with some of the top classic car clubs around the country and some of our policies even offer discounts of up to 25% for club members.

Other benefits of classic car insurance through Lancaster can include:

• Historic rally cover
• Static show cover
• Limited mileage discounts
• Choice of repairer
• 24-hour claims helpline

Give your classic the protection it deserves and get a quote for your classic today.