In 1955, Dodge launched a brief and perfunctory campaign to market a car for women and called it La Femme.
While writers will make suggestions to the contrary, the Dodge La Femme wasn’t really a serious attempt to market automobiles to women. That is, it wasn’t based on formal market studies or serious efforts to learn what women would want in a car. Rather, the La Femme was inspired by a pair of glass-topped 1954 Chrysler Newport show cars, his and hers: the masculine-themed Le Compte and the feminine-trimmed La Comtesse. From the positive response at car shows, it was decided that Dodge should do its own production-ized version of La Comtesse for 1955 to be called La Femme.
Not a stand-alone model, La Femme was a $143 option package for the Custom Royal Lancer two-door hardtop ($2,543), which included an exterior finish in two-tone Sapphire White and Heather Rose. The color scheme extended into the interior, with pale pink vinyl and an exclusive fabric with tiny pink roses covering the seats and door panels. Accessories included a calfskin purse containing a compact, lipstick case, cigarette lighter, and other fineries, while behind the front seat were pockets that held the purse, a rain coat, rain hat, and umbrella that matched the interior fabric. La Femme emblems ornamented the fenders and instrument panel.
“Never a car more distinctly feminine than La Femme . . . first fine car created exclusively for women! In this superbly designed car, Dodge brings together luxurious, delicately toned interiors and ultra-fashionable appointments . . . every sophisticated touch your heart could desire! Here is, truly, the ultimate in fine motoring.” – from the 1955 Dodge La Femme brochure
We can see here that in the Dodge La Femme, there was not much of practical use to the typical American housewife of the 1950s. If she were choosing her own personal vehicle, she was more likely to ask for a station wagon with a machine-washable interior. La Femme was more like the car a prosperous banker might give to his mistress. Nevertheless, La Femme was continued, with some fashion updates, for 1956.
La Femme carried forward in its second year with much the same theme, but now the exterior colors were Misty Orchid and darker Regal Orchid. The interior trim and fabrics were changed up as well, and while the calfskin purse was dropped in ’56, the matching raincoat, hat, and umbrella were continued. Since La Femme was an option package rather than a separate model, no production figures appear to be available, but the experts believe that the two-year total amounts to fewer than 2,500 cars.
A few decades later, as multiple-car households became commonplace and women gained more power and autonomy, they were making their own car-purchasing decisions, and they weren’t looking for vehicles like La Femme. The red-hot minivan segment of the ’80s was driven in large part by women, while the design and features of current SUVs are influenced just as much by female buyers as male. Today, it’s said that as many as 46 percent of pickup owners are women.
Back in 1975-85 I worked as a mechanic at Bob Stout Dodge in Beaver, PA. We had an older retired couple in their 80’s that had bought a 1955 La Femme new at the dealership. It was in mint condition and I had the privilege of working on it from time to time. Parts were becoming difficult to find by then and I remember it sitting in the shop for a couple weeks while we located a carb rebuild kit for it. Another time it needed the drum brake cylinders rebuilt, but kits or cylinders no longer existed. I spent an hour or so at the local Napa store matching up various pieces from different kits so I could rebuild the cylinders. The owners loved that old car, so we kept it going for them. The dealership closed ages ago. I have fond memories of that La Femme and hope someone is still enjoying it.
By some accounts, Lily Tomlin has one, but mostly it seems that it’s a ’55 Custom Royal Lancer.
https://www.imcdb.org/v846981.html
The Red Ram Hemi ordered with optional four barrel and dual exhaust classify the Le Femme as one the first true muscle cars, made “By Special Appointment to Her Majesty- the American Woman”…
There is a highly detailed 1/64 diecast model of the La Femme available from “M2 Machines”. Check eBay to find one. It features numerous parts in its construction, including opening doors and hood with a detailed engine, accurate wheels, rubber tires, and loads of chrome trim. The paint colours of sapphire white and heather rose are also spot-on. It’s one of my favourites in my diecast model collection.
My grandmother bought one of these when I was 7. I remember riding in the back seat seeing the umbrella, raincoat and rain hat in a compartment attached to the back of the front driver’s seat. I thought it was cool but a little useless since if it were raining you had to stand in the rain to retrieve the raingear.