Dodge La Femme

Women drivers were sufficiently numerous by World War I to be targeted in auto advertising. By the mid-1920's research established that a man might propose getting a new family car, the final decision to buy was often the woman's. Recognition of this reality resulted in auto companies placing more emphasis on styling.

Labor shortages during the Second World War encouraged more women to work outside the home and become more financially independent. As traditional gender roles weakened, the divorce rate climbed - and more cars were bought by women for their sole use.

The La Femme was a modified 1955 Dodge Custom Royal Lander hard-top painted Sapphire White and Heather Rose. Insider, special tapestry-based upholstery featured pink rosebuds on a pale pink background.

Source: Walter P. Chrysler Museum

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