A CAR FOR THE LADIES – THE STRANGE STORY OF THE DODGE LA FEMME

1950s Detroit publicity often reads like a parody of Mad Men – none less so than the car “By Special Appointment to Her Majesty... the American Woman”. In January of 1955, Dodge displayed the La Femme at the Los Angles International Auto Show on their Dealers’ Association Stand. It was essentially the Custom Royal Lancer, finished in Heather Rose and Sapphire White and with gold badges on the front wings. Sales outlets were informed, “The interior consists of specially designed Heather Rose Jacquard Fabrics and Heather Rose Cordagrain bolster and trim. The materials used, of course, possess the usual qualities of beauty, economy and ease of cleaning”. In addition, a dark burgundy carpet complemented a pink steering column, sun visors and headlining. The rear seat passengers benefited from two leather accessory cases - in pink, of course. The one on the driver’s side contained “a stylish rain cape, fisherman’s style rain hat, and umbrella which carry out the Jacquard motif. The other compartment holds a stunning shoulder bag in soft rose leather. It is fitted with compact, lighter, lipstick and cigarette case”. These items were so desirable that Dodge had to station guards on the assembly line.

The brochure even promised “dainty rain boots for unexpected showers” as befitting a vehicle to “please and flatter the modern woman”. Meanwhile, Dodge assured their showroom they would benefit from “a ‘drawing card’ enjoyed by no other dealer group”. In reality, as one writer noted, “while special-edition Chryslers and DeSotos were enthusiastically promoted, there wasn’t much buzz about La Femme other than a few print ads and the 1956-57 brochures. What’s more, it was difficult for potential buyers to find one; since Dodge had allocated precious few of them to dealerships nationwide”. Worse, virtually anyone who placed an order for a demonstrator in readiness for sales commencing in March 1955 found it occupied floorspace for months. Nor did an article in the July 1955 edition of Popular Mechanics exactly help matters. If Dodge starts a trend with its La Femme hardtop, license blanks will require owners to state the sex of their cars! Designed for the woman, La Femme is truly feminine”.

Undaunted, the company revised the model for 1956 with a Misty Orchid and Regal Orchid “La Femme only” colour scheme, but this did not enhance its popularity. Sales ended later that year after probably less than 2,500 examples. Despite the Don Draper-style copywriting, the La Femme was not only monumentally patronising but also an ill-defined project. For one, neither Ford nor General Motors produced an equivalent model, and the Dodge was too large and expensive for the ‘Second Car’ market typified by the Nash Metropolitan. As for the sort of motorist who resembled Grace Kelly in High Society, they probably opted for an imported Austin-Healey or MG. The La Femme aspired to chic urban transport, but too many potential buyers saw it as a $143 option pack on the Royal Lancer with limited appeal. That said – did any make their way across the Atlantic…?