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Dodge is aware of what a woman desires.
The great thing about nuclear-family period sexism is how self-revealing it’s. On this very actual, and really forgotten, print advert from 1956, we study that of all of the fashions Dodge provided that yr, ladies—with their restricted wants and easy pursuits—could possibly be utterly placated by a single possibility package deal, so long as it made the automobile pink.
Extra basic automobile advertisements
Favourite Automotive Adverts: 1956 Dodge La Femme
The Dodge La Femme, which was made out there to the women of the Union in 1955 and 1956, addressed all of the automotive considerations your higher half might need, which apparently have been restricted to paint, inside trim, and matching equipment. No worries, hubby can fear concerning the technical stuff, and apparently pay for the automobile.
The La Femme was first seen in 1955, and per a letter despatched to sellers that yr, the automobile was an enormous success. So in style, in reality, that it will be provided once more in 1956.
The La Femme was not really a mannequin, however an possibility package deal provided solely on the topline Customized Royal hardtop coupe. The La Femme was provided solely in a single exterior coloration mixture (Sapphire White/Heather Rose for 1955, and Misty Orchid/Regal Orchid for ’56), and single cabin trim package deal, which was up to date for ’56. Once more, this as a result of ladies’s wants are easy.
Included each years was a cabin-matching purse, which got here stocked with such journey requirements as a face-powder compact, lipstick case, cigarette case, comb, cigarette lighter, and a small change purse. The purse fillers have been all fabricated from both faux-tortoiseshell plastic and gold-tone steel, or pink calfskin and gold-tone steel, and all have been designed and produced by jewellery maker Evans Case Firm of North Attleboro, Massachusetts.
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The La Femme package deal didn’t come low cost. The choice listed for $143 each years it was provided, which involves roughly $1600 right now.
Regardless of employment of a tri-fold mailer/brochure which opened with the catchy line, “By Particular Appointment to Her Majesty… the American Girl,” American ladies just about stayed away from the La Femme. It’s onerous to know, some 70 years therefore, precisely how patronizing this advertising effort was perceived to be, however even within the Father Is aware of Finest period, the La Femme needed to be appeared upon cynically by most of its supposed viewers.
Strong numbers aren’t available, however educated guesses put whole La Femme gross sales at about 2500 mixed items for 1955 and 1956.
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Some ideas on the La Femme:
- This automobile was nearly actually a resale catastrophe. As most autos bought within the Fifties have been finally bought the lads, the La Femme’s coloration scheme, and troubling mannequin identify, meant the universe of doubtless second-hand patrons was essentially restricted.
- Most La Femme purchases would doubtless have been as second vehicles. As such, they’d function backup for the first automobile within the family, nevertheless no male head-of-household—particularly within the Fifties—was going to drive his spouse’s pink-on-pink Dodge, even in an emergency. I’d argue the automobile’s gender-specific mission damage gross sales to housewives because of this.
- Phrase is the La Femme was an instantaneous hit with an sudden buyer base: Pimps. I can discover little to assist this declare, however a couple of particular person round on the time has urged that this was the case, and it was perceived to be an issue by the parents at Dodge. Sounds loopy, nevertheless it additionally sounds doable.
What might be the most-galling factor of this specific advert is the suggestion that the La Femme is “completely yours.” If, by unique, Dodge means the single-spec, single-trim, single-body-style mannequin designed to suit the wants of half the nation’s inhabitants, then yeah, certain, the La Femme was unique. This whereas extra sophisticated male prospects have been served by the opposite 30 or so Dodge choices out there in 1955 and 1956, together with six station wagon fashions. The La Femme is each uncommon, and solely considerably fascinating, as such, it’s worth is tough to find out. As of this printing, no La Femmes can be found on the market on-line, although latest gross sales however the good-condition transaction worth of Dodge’s ladies-only coupes at round $40,000. And if you happen to can’t discover a purchaser for it if you’re able to promote, possibly you possibly can lease the automobile to a brothel. Could be a enjoyable factor to park within the entrance lot.
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1956 Dodge La Femme Gallery
Click on beneath for enlarged pictures
1956 Dodge La Femme
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