From Lipstick Holders to Pink Paint: The Strange Saga of Vehicles “For Her”
- Elizabeth Snugovsky
- Aug 20
- 4 min read
While women account for a large portion of the automobile industry’s consumer base, purchasing approximately 62% of all cars, vehicle manufacturers have historically chosen to pay them little attention. As a result, the industry’s attempts to create vehicles designed specifically for women have been interesting to say the least.
Pretty in Pink
An infamous example of a vehicle made to appeal to women is the 1955 La Femme by Dodge. Based on the Royal Lancer hardtop, this model was more of a cosmetic rebrand than a groundbreaking innovation. It marketed itself as the “first and only car designed for Your Majesty, the modern American woman,” and came in Heather Rose or Sapphire White with pale pink vinyl upholstery.
“The sedan also came with accessories: A matching pink rain cape, handbag, compact and lipstick.”
Each of the accessories matched the vehicle’s interior and had its own storage compartment. When La Femme made its debut at the International Salon in New York, advertisers focused on the complementary beauty products rather than any specific feature of the vehicle itself.
Less than 1,000 La Femmes were sold during its first year. Despite adding a “queenly purple” option, sales continued to plummet until Dodge was forced to cancel the model in 1957.
If at First You Don’t Succeed...
Years later, other vehicle manufacturers also tried their hand at creating a vehicle for women. Fiat designed Panda Mamy, a vehicle specifically for mothers, while Honda entered this niche market with a model called Fit She’s.
Despite these attempts, each company inevitably made the same mistake. Rather than performing in-depth research to figure out what women were looking for in a vehicle, they depended on stereotypes to predict what would appeal to them.
What Do Women (Really) Want?
In the late 1980s, Volvo decided to do more research on female consumers after discovering women were buying more vehicles than men and influenced the majority of vehicle purchases in the United States.
In response, a small group of female Volvo employees formed the first all-female team to design a vehicle that would serve women’s automotive needs, a notable move in an industry where 4 out of 5 vehicle designers were men.
To find out what women were actually looking for in a car, the team conducted comprehensive workshops with other women in the company. They quickly discovered that women were looking for the same vehicle performance standards and design elements as men, in addition to improved safely features.
“Across the board, women’s extended wish list included better visibility, practical storage, parking assistance, and smoother ingress and egress.”
The result was the 2004 Volvo Your Concept Car, or Volvo YCC. This concept car was a sporty three-door coupe with broad shoulders that improved corner visibility. Rather than going for a pink theme, the team choose neutral tones inspired by Nordic living rooms. The gear levers were placed close to the steer wheel to create room for a large center console with ample store space. This model also included dent-resistant bumpers, cubby holes for handbags, and large door opening with doors that opened upwards to make loading large item, like children, easier. Additionally, the windshield washer fluid valve was relocated to the exterior of the vehicle behind the gas valve to make it more easily accessible.
The Volvo YCC wowed consumers with its high-tech features. Each of the doors, including the trunk, could open automatically. Upon sitting behind the wheel, the seat, pedals, and steering wheel automatically moved into a personalized driving position. Its parking technology could also help drivers parallel park.
One of the most unique features of the Volvo YCC was its locked hood. Rather than opening the hood to make adjustments yourself, the vehicle would perform automatic diagnostic tests and contact a service center on your behalf if services were needed.
The concept car was well-received by the media, with Volvo estimating 1.5 miles of paper and ink were used to discuss it in the two years following its launch. However, the Volvo did receive some criticism for its unopenable hood and parking technology. Some saw these features as an unflattering commentary on women’s ability to drive, while others saw them as helpful tools for both men and women.
Designed by Women, Approved by All
Surveys taken by Volvo showed that features unique this to vehicle were popular with both women and men, particularly the run-flat tires and easy-to-clean paintwork. Camilla Palmertz, one of the members of the all-female team told the press, “What we ended up with was a car for everyone…It doesn’t mean that we excluded the men. It was more that we included women.”
“In conceiving a car designed by women, for women, Volvo actually created a car for everyone that happened to have been designed by women.”
While the model was never intended to be mass produced, at least 22 of its features became a staple of Volvo vehicles, including the YYC’s parking technology. In creating the YYC, Volvo’s all female team was able to propel the auto industry by bringing new designs and safety features to the table that could appeal to all drivers.
Including more women in the automotive design process is vital. Their unique perspective and novel ideas can help manufacturers understand the needs of female drivers and improve the industry as a whole. After all, vehicles should be for people from all demographics and walks of life.
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