Car Culture Archives - Page 6 of 7

Convertible Summer

Posted on July 26, 2020December 24, 2020by Chris Lezotte

During the summer months, my husband and I attend a fair amount of car shows. This year, however, most have been canceled, replaced by social distancing car meetups and unofficial cruises. I am not real keen on cruises as my classics are temperamental and I fear I may stall out or break down at some point if I have to drive a great distance. Consequently, we have replaced events with really old cars to one activity with a not-quite-classic one. When my husband worked on the Mazda account years ago he acquired a 1999 evolution orange Miata. For the past 20 years it has been stored in the garage and taken out occasionally in the summer, accumulating only 14000 miles in the interim. In years past, we have had a lot going on from May through June – baseball, concerts, road trips, plays, and walks with the dogs – so the Miata only came out occasionally. This pandemic summer, all but the dog walking has been canceled. So as a summer project we have decided to visit as many ice cream establishments as possible to determine who has the best frozen delicacies in southeastern Michigan [it’s a tough job but somebody has to do it]. And our vehicle of choice for this important endeavor is the topless Miata.

Having a convertible in Michigan is always a dicey affair. I myself have owned three – a 70s era Fiat, a metallic blue VW during the 1980s, and most recently, an Audi S4 cabriolet. Convertibles always seem like a good idea until you remember it is often too hot to drive them during the day, the tops take a beating in the winter months, and they mess up your hair and makeup on the way to an important event. However, this summer, I have absolutely nowhere to go. So ice cream runs on a hot summer night are nothing short of glorious. We live in a rural area so take our time on the back roads to reach our various destinations. As I am a runner, I always put in a few extra miles on ice cream days to avoid a few extra pounds. Thus far we have had a great summer weather wise and usually go out at least twice a week. It has helped make the concert/theatre/baseball-less summer a lot more palatable.

As I have noted in my research, during the 1950s and 1960s – at the height of its popularity – the convertible was branded to appeal to a sense of youthful rebellion and depicted in contemporary advertisements as an emblem of upward mobility. This devil-may-care freedom was marketed specifically to the male consumer; if women appeared in advertising in was primarily in passive roles. Women were rarely considered potential customers for convertibles; the vehicle was considered too fast, sporty, unsafe, and attention-getting for the female motorist. Yet in conversation with 21 elderly women about their early automotive experiences, I discovered that “while only a few had actually owned them, almost all of the women had – at some point in time – yearned for a flashy ragtop”(Elderly 406). Although most eventually settled for a functional family vehicle, the women couldn’t help but imagine the convertible as the means to a pleasurable, desirable, and exciting escape from the practicality and sameness of their domestic existence. In my research into the chick car phenomenon, I found that women whose children were grown and out of the house often purchased convertibles such as the Miata as a reward for the minivan years. As one of the respondents exclaimed, “I went from a soccer-mom car to an empty-nest car and I love it” (Chick 524).

Although I loved my past convertibles, I let my vanity and practicality get in the way of truly enjoying and experiencing them. This summer, I don’t care. I put on my baseball cap, stick my hands out to feel the breeze, and keep on smiling all the way down the windy road.

Lezotte, Chris. “Born to Drive: Elderly Women’s Recollections of Early Automotive Experiences.” The Journal of Transport History 40.3 (2019): 516-417.

— “The Evolution of the ‘Chick Car’ Or: What Came First, the Chick or the Car?” The Journal of Popular Culture 45.3 (2012): 516-531.

Car Chicks Car Culture

Women’s Classic Connection

Posted on July 12, 2020July 12, 2020by Chris Lezotte

Charlotte Vowden riding with her late grandfather in a 1960 MGA Roadster.

In my work on women in various car cultures, I have discovered that women often develop an interest in cars through the help of male family members. Working in the garage alongside fathers, uncles, and brothers creates a familiarity with all things automotive that often grows into a serious involvement with cars in later years. Dads in particular instill automotive knowledge in their young daughters as a means of protection – from unscrupulous car dealers and automotive repair shops. They teach them how to make simple repairs to avoid being stranded on the side of the road. Husbands, on the other hand, often instill a love for cars in the hope that their wives will share their interest and participate alongside them in auto-related activities.

However, many women with a car-crazy family member don’t develop an enthusiasm for automobiles until that individual passes. After inheriting a classic classic car from a father or grandfather, women must decide whether to put the vehicle up for sale or to keep and maintain it. Those who choose the later find they must master the peculiarities of driving an antique machine. In the process, they often become full-fledged enthusiasts, joining car clubs, learning restoration processes, and submersing themselves in automotive history. I met some of these women while conducting research on various women and car projects. A recent article in the Sunday Times features stories of numerous women – many similar to those I encountered – who found themselves the unlikely owners of classic MGA Roadsters, Austin Healeys, and Porsches.

The women interviewed in “Women with Drive” speak of how taking the wheel of an old MG Midget or VW convertible provides a connection to a family member who has passed on. They admit to how the mechanics of these aging vehicles originally terrified them; the women wondered how they would ever conquer such complicated and unfamiliar machines. Yet, they found that spending time in the automobile, discovering all of its idiosyncrasies, and emerging victorious after months of intensive driving provided a means to confront their grief and move past a personal loss. It allowed to remain connected in spirit to a dad or favorite grandfather. Remarked the owner of an inherited 1936 Austin Healey, “this car is part of my dad that I still get to hang on to.”

Some of those interviewed for the article spoke of how they discovered a latent love of old cars after a male partner introduced them to the world of classic automobiles. In my own research in women and muscle cars, I note how men often encourage an interest in American muscle – and often acquire and restore a vehicle of their spouse’s choosing – as a way to alleviate guilt [over spending so much time and money on cars!] as well as to strengthen the relationship through a shared interest. While my research took place primarily in Southeastern Michigan, the Sunday Times article includes stories from women all over Europe, demonstrating that a female interest in cars, while often under the radar, is worldwide.

What the Sunday Times article attempts to convey, and which I have endeavored to promote in my scholarship, is that despite the common perception of female motorists, women with an interest in cars exist in all facets of automotive endeavors and activities. While one may find it surprising that women connect to cars in a multitude of ways, it is only because we have been conditioned to believe that an affinity toward automobiles is present in only half the population. Although women’s relationship to cars may differ from that of men, it doesn’t follow that it is less legitimate. I thank the Sunday Times for this article, and for its dedication to cultivating further discussions about women and cars.

Car Culture

A Celebration In and Of the Car

Posted on June 29, 2020August 3, 2020by Chris Lezotte

The author and her husband participating in a drive-by 70th birthday celebration.

Since the first Model T rolled off Henry Ford’s assembly line, automobiles have gone beyond their original function as transportation. In its earliest years, the automobile was repurposed for use on the farm, the homestead, or family business. Through the process of what Kathleen Franz describes as “tinkering”, cars were often transformed into something other than what the manufacturer intended. Car engines were used to run farm equipment; makeshift pickups were created out of auto bodies and spare parts; bodies were chopped and streamlined for racing; cars were modified as campers for family outings. As the automobile became more available and affordable, it changed not physically and technologically, but the meanings ascribed to it were reshaped as well. The automobile became a place to demonstrate masculinity, authority, power, and skill. It offered the possibility of adventure, danger, exhilaration, and freedom. To the teenager, the car was a means to an expanded social life. The interior of the automobile became a location for conversation, escape, and lovemaking. It provided a space for alone time, with the opportunity to think, dream, wonder, and sing.

To women in particular, the automobile often served as a tool of domestic technology, a necessary instrument for the performance of household tasks. It was the child conveyor, grocery holder, and errand runner. As women took on the role of family chauffeur and provider of household services, the station wagon, minivan, small SUV, and crossover became “mom’s taxi”. To the middle class American woman, Ruth Schwartz Cowan writes, “the automobile had become the vehicle through which she did much of her most significant work, and the work locale where she could most often be found” (85). Since its inception, the automobile has been adapted to the needs, desires, and requirements of the individuals who use it.

In the twenty-first century, we now find ourselves in a particular moment that has witnessed a new reimagining of the automobile. As a recent New York Times article notes, due to the effects of the COVID-19 pandemic, “the car has been turned into a mini-shelter on wheels, safe from contamination, a cocoon that allows its occupants to be inside and outside at the same time” (Hauser and Levitt). The automobile is the means through which its occupants can participate in religious services, enjoy a drive in movie, or view art and photography exhibits, all while maintaining a safe social distance. It also serves as a source of celebration. Birthdays, weddings, baby showers, anniversaries, and graduations are experienced through the windows of sedans, pickup trucks, and convertibles, as well as mom’s minivan or SUV.

I recently had the opportunity to participate in two 70^th birthday drive-by celebrations for family and friends. While the children of the birthday recipients had originally planned on sit down gatherings to celebrate the momentous birthdays, the pandemic forced them to improvise. Thus the birthday men and women were seated on front lawns, treated to a traffic jam of friends, family, colleagues, and assorted well-wishers. Automobiles were decorated with signs and balloons; kids blew bubbles out of windows; dogs wagged greetings from the front seat; cakes and cards were left curbside for the celebrated to enjoy. Although the time spent with the guests of honor was limited, it was wonderful to witness the joy and surprise as my husband and I vigorously waved and wished them the best. And although we had to drive a distance for each celebration [we won the came-the-furthest award on both occasions], the look on the faces of my sister and my friends made the trips more than worthwhile.

When the automobile first made its appearance nearly a century ago to fill a need for transportation, I suspect its inventors and manufacturers never contemplated the various and changing uses to which it would serve over the succeeding decades. Although the automobile has been the subject of continual criticism if not disdain since its inception, the current situation in which we find ourselves has reconstructed the car as a vehicle for good. This reimagining not only demonstrates the adaptability of the automobile, but displays the creativity, kindness, and care of the individuals who own and drive them.

Cowan, Ruth Schwartz. More Work for Mother: The Ironies of Household Technologies from the Open Hearth to the Microwave. New York: Basic Books, 1983.

Franz, Kathleen. Tinkering: Consumers Reinvent the Early Automobile. Philadelphia: The University of Pennsylvania Press, 2005.

Hauser, Christine and Judith Levitt. “Together, Alone: The Car as Shelter in the Pandemic.” nytimes.com 20 May 2020.

Car Chicks Car Culture

Built Sister Tough

Posted on June 12, 2020June 12, 2020by Chris Lezotte

Photo by Julia LaPalme for *Road & Track*

Women are a growing segment of pickup truck owners. This is evident in advertising, as the dominating narrative of trucks and masculinity has witnessed a slow but steady introduction of women behind the wheel. Female auto journalists are now as likely to review a pickup as an SUV or minivan. Manufacturers often emphasize “female friendly features” when promoting the latest F150, Silverado or Ram. In my own work, I noted how women often take on a ‘cowgirl’ persona as a means to become accepted within pickup truck culture.

As a recent Road and Track article asserts, women have also successfully entered the historically male bastion of custom truck build and design. Two sisters from California, who grew up helping their parents in a family-owned collision and body repair shop, took over the business when their parents retired. With no sons to carry on the business, this mom and dad encouraged their young daughters to become involved in the care and building of cars. With the help, business sense, and hard work of their two truck-savvy daughters, what began as a small shop in the home garage now occupies a 10,000 square foot facility.

The Road and Track article reflects a common theme among women who achieve success in auto-related endeavors. As I noted in a number of past projects regarding women’s participation in automobile cultures traditionally associated with men, women who gain hands-on automotive experience at an early age – from fathers, mothers, brothers, and boyfriends – are as likely to become involved with cars in some capacity as young men with similar backgrounds. Working on automotive projects together with family members can encourage bonding and a sense of shared purpose. Such automotive togetherness can lead to the accumulation of auto knowledge, confidence in one’s skills, and pride in hard work.

Theresa, the oldest daughter, left the business for a few years to acquire additional skill sets. She worked for a machinist during the day while attaining a graphic design degree at night. She returned home with new skills and new ideas, helping the business to grow and prosper. Theresa’s out-of-the box design skills have redirected the business from repair work to complicated custom builds. Now that her parents are retired, Theresa shares the running of the business with her husband and sister Sara, continuing the family tradition.

The sisters have gained a reputation as skilled, hard-working, and creative. Their vehicles are presented at SEMA to great acclaim. The gone beyond the shop floor to give back to the automotive community in numerous and valuable ways. They have made a name for themselves, and the family business, in the very masculine world on custom built trucks. In doing so, they have demonstrated that given the proper training, encouragement, and opportunities, women can not only drive pickup trucks, but they can successfully, creatively, and expertly build them.

Car Chicks Car Culture Women Writing Cars

The Common Language of Cars

Posted on May 16, 2020May 17, 2020by Chris Lezotte

Elana Scherr, *Car and Driver* columnist.

Car and Driver has a new columnist. A female columnist. In order to make an initial, positive impression on Car and Driver readership, Elana Scherr introduces herself through the common language of cars – “cars owned, cars driven, and cars much desired” (24).

As a female columnist in a historically male genre – automotive magazines – Scherr’s decision to call upon the common language of cars is a wise one. The most obvious reason is that it identifies her as a “car person”. As a female, this is especially important. Women have traditionally been typecast as having little interest, or knowledge, about cars. Longstanding woman driver stereotypes suggest that women are inept, nervous, and cautious drivers, and when it comes to the automobile, are primarily interested in its functionality and use as a form of domestic technology. Scherr distances herself from this stereotype through referencing her mother – considered an outlier for her refusal to own a mom-approved station wagon or minivan – and by reflecting on her own varied and nontraditional automotive history.

Calling upon the common language of cars also provides Scherr with a way to connect with fellow car enthusiasts, which includes, of course, Car and Driver readers. Scherr has always had a special fascination with old cars, making her particularly well versed in the finer points of a classic Dodge Challenger or Pontiac Trans Am. Ownership of classic cars provides Scherr with a legitimacy that goes beyond being a car expert. Rather, it identifies her as somewhat of a car historian, further bolstering her standing both the classic car community and the greater car culture at large. While Car and Driver caters primarily to the modern car enthusiast, Scherr’s recognized knowledge of the automotive past allows her to speak authoritatively of the present and future of automobility.

The common language of cars also offers a means to seek identity through automobiles. In my own research on the relationship between women and cars, I found that women often employ the language of cars to draw a connection between themselves and the vehicles they drive. Many of those I interviewed identified themselves by calling on characteristics they shared with their muscle car, chick car, or pickup truck. Referring to themselves in such a manner – as stylish, powerful, tough, or badass, as the case may be – suggests a deeper, more personal relationship to a vehicle than that of the average car owner. It establishes the individual as one with a special passion for the automobile.

Scherr calls on the common language of cars to display her own passion for the automobile and to uncover that love and enthusiasm in others. As the Car and Driver bio notes, ‘[Scherr] discovered that she not only loved cars and wanted to drive them, but that other people loved cars and wanted to read about them.” Scherr’s goal, as written in her initial Car and Driver column, is to “share the delightful stories of people who build and race and design and create the cars we love” (24). While Scherr may not qualify as a genuine car expert in the eyes of the skeptical, calling upon the common language of cars allows her to connect, embrace, invoke, and engage with all who share an enthusiasm, zeal, and passion for any and all types of automobiles.

Women who write about cars will always be greeted with a fair amount of skepticism. In a culture that ascribes mechanical ability and automotive knowledge as natural male characteristics, women often find it necessary to devise strategies to enter the masculine automotive fraternity. As Scherr has demonstrated, fluency in the common language of cars provides an effective avenue to legitimacy in not only auto journalism, but in all automotive endeavors. I look forward to the many delightful stories Scherr will share in Car and Driver.

Car and Driver. “Elana Scherr, Contributing Editor.” caranddriver.com n.d.

Scherr, Elana. “Lingua Franca: I’m Elana, the New Columnist, and I Want to Talk About Cars.” Car and Driver 65.12 June 2020, 64.

Car Culture Car Shows

A New Car Show for Kids

Posted on April 26, 2020April 26, 2020by Chris Lezotte

One of the things I’ve discovered when conducting my research is that a woman’s interest in cars is often the result of an early positive and immersive automotive experience. Young girls who are introduced to cars through an enthusiastic father, brother, or male playmate are more likely to develop a familiarity with and comfort around automobiles than those who do not. Traditionally, young boys are introduced to cars through the acquisition of ‘toys that move’ – planes, trains, trucks, and automobiles – so are exposed to technological playthings at a young age as a matter of course. Cultural prescriptions being what they are, most young girls do not have such an experience. If girls do not have male family members who encourage an interest in cars at a young age, or grow up playing with ‘toys that move’ like their male peers, the chance that they will become automotive enthusiasts is rather unlikely.

I recently ran across a couple of articles on my automotive feed that discussed a new streaming network program about cars hosted by three children, one of which is female. As one auto journalist noted, ‘the show is directed by real car lovers and the three kids who are hosts are charming and fun and genuinely into cars as well.’ Backseat Drivers covers many aspects of the car hobby, and includes a lot of enjoyable activities that provide a fun introduction to cars. Not only does the show cover a wide range of cars, but the young hosts do fun stuff involving drag races, eating in cars, and a brake test involving piñatas. There are guest appearances by noted auto aficionados, including street racer/drifter Greg Leone and Jalopnik’s Jason Torchinsky. As the reviewers note, there are episodes involving a Tesla trying to park itself, ‘unashamed adoration of a Grumman LLV mail truck,’ and one segment devoted to microcars. Considering how early a love for cars tends to happen, Backseat Drivers fills an important void not only in programming for children, but automotive programming as well.

Certainly Backseat Drivers was inspired by a concern that young people’s interest in the automobile is waning. But it is encouraging to see that developing car curiosity among young girls is considered part of the solution. While there has been a concentrated effort among educational institutions, automotive manufacturers, and science and engineering organizations to increase STEM participation among girls and young women, Backseat Drivers suggests that it is never too early to foster an interest in cars. With this new fun car show for kids, there is a good chance that girls will get the message.

Oliva, Jacob. “Start ‘Em Young: ‘Backseat Drivers’ Is Like ‘Top Gear’ for Kids.” Motor1.com 16 Apr 2020.

Torchinsky, Jason. “There’s Finally a Car Show for Kids and I’m On It a Bit.” Jalopnik.com 17 Apr 2020

Car Culture Car Stories

‘My First Car’ Stories

Posted on April 16, 2020December 24, 2020by Chris Lezotte

During the Michigan COVID-19 lockdown of 2020, with auto shows canceled and motor racing put on hold, auto journalists in the state often had little news to write about. When faced with such a predicament, many turned to their own car experiences for inspiration. While looking through a few online magazines on my auto feed recently, I discovered that one of the more popular features during this crazy time is “my first car” stories. Online automotive sites such as Hemmings and Motor Trend have collected first car tales of their respective staffers. The car stories found on these sites are entertaining, introspective, informative, and nostalgic. They tell of junkers purchased with meager paychecks, clunkers handed down by parents and grandparents, and for those without cars, tales of travel on subways, the school bus, and family cars borrowed from mom and dad. The stories know no gender; while the majority of auto writers represented are male, there are a few from female staff members as well. Motor Trend’s Alisa Priddle tells of the 1970 Chevy Impala left to her by her grandfather after his passing. As Priddle noted, “I will always wax nostalgic about the IMP-ah-la [as pronounced by her Finnish grandparents] with its 350-cubic-inch, 250-hp V-8 and three-speed transmission that I almost always drove barefoot on my way to teach swimming at the local beach; great summer job and great memories from my high school days.” Monica Gonderman, also at Motor Trend, still owns the 1999 Chevy S-10 she purchased as a sophomore in high school soon after receiving her driver’s license. Over the years, Gonderman spent many hours incorporating modifications – lowered, air-bagged, a custom flame paint job, full tweed interior and bed – to make the vehicle her own.

In my various women-car projects, those I interviewed often had similar stories of cars from the past. These vehicles served as important touchstones in their lives; not only were they crucial means of transportation, but also represented self-sufficiency, hard work, autonomy, and freedom to the women who drove them. As for my own auto story, I grew up in Detroit without a car, as my widowed mother never learned to drive. As she was forced to rely on public transportation or the generosity of family and friends to get where she needed to go, I learned early on the importance of the automobile to women’s mobility – both figuratively and literally.

When my older brother came of driving age, the first of a series of “family cars” was purchased, shared by my younger sister and I when we turned 16. I learned to drive on a 1960 4-on-the-floor light green Corvair. I spent many an evening with my other brother – a Detroit policeman – driving round and around a local high school parking lot learning to shift gears. In order to purchase a car in my own name, I waited until my 21^st birthday to take delivery of a brand new 1970 Volkswagen Beetle. The red bug came with two options – a radio and a crank sunroof [best sunroof ever] – and cost a whopping $2293 out the door. That car saw me through my last years of college at Wayne State University in Detroit, my brief 2 year marriage to my college sweetheart, the years that followed in which I was divorced, broke and trying to make my way in the world, and my first real job. With a heater that never worked, and an undercarriage that was rusting away [typical for bugs of the time] I held onto the car for seven years until it was totaled while parked in front of my apartment building. I went on, of course, to own a variety of other vehicles – some better than others – but that first car, paid with the money I earned while a college student, with me for some of the highest and lowest points of my young life – will always be the vehicle I remember most.

The prevailing assumption regarding women’s car use suggests the female motorist views the automobile as a practical necessity, a means to get from point A to point B safely, efficiently, and reliably. However, in my various research projects, I have discovered that to a great number of women, a car from the past can contain special meanings that go far beyond its function as transportation. To these women drivers, whether 30 or 80, a first car can serve as a touchstone, a container of memories, and an important reminder of who she once was, and who was to become.

Editors of Motor Trend. “Throwin’ it Back: What Motor Trend Editors Drove in High School.” Motortrend.com 10 Apr 2020.

McCourt, Mark. “My First Car: Hemmings Editorial Staff Share Motoring Memories.” Hemmings.com 9 Apr 2020.

Auto Industry Car Chicks Car Culture

‘Women Auto Know’ Revisited

Posted on March 28, 2020March 29, 2020by Chris Lezotte

Women’s Car Advice website *A Girls Guide to Cars*

A number of years ago I wrote a journal article – Women Auto Know: Automotive Knowledge, Auto Activism, and Women’s Online Car Advice – that focused on four popular online car advice sites for women. While, at the time, an online Google search revealed nearly one million car advice websites, only a very few were geared specifically for the woman driver. The women’s car advice websites I came upon did not function as forums or social networks but rather, were constructed as reputable and important resources for automotive knowledge and the acquisition of negotiation strategies and skills. In addition to providing advice and information, a few of the sites endeavored to revolutionize the male dominated automobile market to become more “woman-friendly” through an integrated auto dealership rating system. As I argued in the article, these online locations were significant not only for the hard facts they made accessible to female visitors, but for what women gained – as drivers, consumers, and political actors – by accessing them.

Although we are now accustomed to finding just about anything on the Internet, at the time the original research was conducted – 2010 and again in 2013 – the idea that women could find online automotive information that addressed their specific needs, concerns, and experiences was rather new. The four online locations cited – AskPatty.com, Women-drivers.com, Road and Travel Magazine, and VroomGirls – could be considered revolutionary for the time. Nearly ten years since I first visited these online locations, these four car advice websites continue to provide useful information and negotiation skills to the woman behind the wheel.

While browsing women-and-car articles online a few days ago I came across a recent addition to the women’s car advice scene. As noted on the site, A Girls Guide to Cars was introduced in 2018 in an effort to provide women with a fun, fresh, and informative automotive source. Described as “Cars on Your Terms, and a Car Site for Women,” A Girls Guide to Cars provides many of the services of the older sites. It also shares a philosophy of not only providing information, tactics, and strategies to make a smart and comfortable automotive decisions, but to empower the auto industry to develop a better relationship with female customers.

While it builds on the strengths of its online predecessors, A Girls Guide to Cars reflects a younger, more technologically savvy, and perhaps more economically stable population of women drivers. The regularly posted articles – which fall into categories of luxury, style, technology, travel, car buying, and news and opinion – are written by a diverse group of female staff and outside contributors from all over the US and Canada with various interests, occupations, and hobbies. They are authors, bloggers, podcasts, content creators, and journalists, whose common interest is a love and fascination for the automobile. As the contributors note, “we are not car enthusiasts, but regular women who spend time in cars, make car buying decisions, and think about how women are changing the automotive world.” There is a plethora of automotive information available on the site, as well as a good dose of automotive/human interest stories. All content is well-researched, well-written, and enjoyable to read, written from a definite female perspective.

Like the car advice sites that preceded it, A Girls Guide to Cars recognizes that when it comes to cars, women often have different needs, uses, and perspectives than the male driver. If you are a woman who is into cars, desires car buying information, or is just looking for a good automotive read, I suggest you take a look at A Girls Guide to Cars.

Reiss, Scotty. A Girls Guide to Cars: Empowering Smarter, Happier Car Owners. agirlsguidetocars.net (2018).

Lezotte, Chris. “Women Auto Know: Automotive Knowledge, Auto Activism, and Women’s Online Car Advice.” Feminist Media Studies (2014): 1-17.

Have you ever visited an online car advice site? How was that experience? Do you have any that you would recommend? Your comments are welcome.

Car Chicks Car Culture

Truck Guys Aren’t Just Guys

Posted on March 18, 2020March 29, 2020by Chris Lezotte

I recently came across an article on Jezebel – “A Supposedly Feminist Website” – about a recent pickup truck purchase of one of its writers. In “I’m a Truck Guy Now,” blogger Molly Osberg announces, discusses, and rationalizes her recent acquisition of a used Toyota Tacoma. Although Osberg’s excitement in her vehicle choice is palpable, she finds it necessary to continually justify not only the purchase itself, but her feelings about owning a mid-sized truck. It is only after she lays out the “legitimate” reasons for owning a truck that she allows herself to express why, in her words, the Tacoma is “the coolest fucking thing I’ve ever owned.”

Women and pickup trucks was the subject of an article adapted from my dissertation recently published in the European Journal of American Culture. In “A Woman and Her Truck: Pickups, the Woman Driver, and Cowgirl Feminism” I call upon a 2013 Chevy Silverado commercial as a segue into American women’s growing fascination with pickups. In interviews with 25 truck-owning women, I consider how women often assume cowgirl personas as a way to gain legitimacy in a historically masculine culture. However, what also became apparent through these enlightening conversations was how passionately many women feel about driving and owning a pickup truck.

Osberg shares many of the sentiments of those interviewed for “A Woman and Her Truck”. Much like those female truck owners, Osberg expounds upon the vehicle’s practical applications to her own life and that of her partner. Whether calling upon the truck to pull horse trailers and boats, or transport landscape supplies and building materials, women are likely to view truck ownership as a way to present themselves as tough, sturdy, industrious, and hardworking. Osberg also spends a great amount of time considering possible modifications to the truck. Carhartt seat covers, a trailer hitch, a three-inch lift, a truck cap, and vinyl racing stripes are a few of the additions Osberg contemplates as a way to make the truck her own. Osberg has named her pickup “Wylene”. In many of my women-and-car projects, I have found that naming is a common way women personalize and create identities for the vehicles they drive. Osberg also enjoys the element of surprise driving a pickup offers. Due to the truck’s size, substance, and strong association with masculinity, a small woman climbing out of a big truck often turns heads. And as Osberg has discovered, trucks provide the female motorist a sense of respect not often awarded to a driver of a typical “mom” vehicle – i.e. minivan or small SUV. As noted by the 25 truck-owning women, the ability to confidently and expertly handle a vehicle of considerable size and power marks the woman behind the wheel as an exceptional driver.

However, unlike Osberg, the women I interviewed had few qualms expressing enthusiasm, passion, and pure joy over the trucks they drive. They love how they feel when behind the wheel of a large, powerful vehicle. They appreciate the opportunities for recreation and adventure the pickup makes possible. They embrace the respect they receive when maneuvering a cumbersome machine; they feel empowered by the strength and toughness associated with truck ownership; they consider themselves exceptional for handling a vehicle rarely associated with the female motorist.

Perhaps Osberg’s reticence regarding her recent automotive purchase stems from an underlying suspicion that she does not in fact need, or deserve, a pickup truck. Perhaps admitting her affection for a masculine material object on a “supposedly feminist website” causes her to question her feminist “props.” However, as the interviews with 25 unapologetic truck-owning women – not to mention the growing number of female truck consumers – make clear, a good number of women have discovered that pickup ownership enhances their work, play, lives, and self-worth. As they might say to Molly Osberg, perhaps it is time to shed your inhibitions and take a little bit of joy from your new-to-you Toyota Tacoma.

Lezotte, Chris. “A Woman and Her Truck: Pickups, the Woman Driver, and Cowgirl Feminism.” European Journal of American Culture 38.2 (2019): 135-153.

Osberg, Molly. “I’m a Truck Guy Now.” Jezebel.com 6 December 2019.

Are you a truck owner? If not, have you ever considered purchasing one? What pickup qualities most interest you? Feel free to comment below.

Car Culture Women & Car Advertising

What Women Want

Posted on February 19, 2020November 15, 2020by Chris Lezotte

Advertisement for the 1955 Dodge La Femme

A recent article on Hagerty.com looked back at a notable and somewhat notorious failed attempt of an American automaker to develop an automobile specifically for the woman driver. In 1955, Chrysler introduced La Femme, with the intention of directing a perceived wealth of “lady-dollars” to its rebranded, repainted, and reappointed Dodge Royal Lancer. The thinking – by the group of male engineers, designers, and marketers – was that women would be innately attracted to an automotive product and package that included a heather rose and pearl paint application, brocatelle upholstery, accompanied by a complement of accessories that included a matching lipstick case, cigarette lighter, compact, change purse, rain cape, rain hat, umbrella, and purse, all coordinating with the Jacquard car interior. Not surprisingly, women’s response to La Femme was lukewarm at best. After a two year production run with only 1500 cars sold, the pink and white behemoth drove off quietly into automotive history.

This was not the first, nor the last, attempt by auto manufacturers to designate a particular vehicle as the “woman’s car.” In the early auto age, when the introduction of the fast and powerful gasoline automobile threatened the future of the electric car, automakers rebranded the electric as perfectly suited for the woman behind the wheel. The qualities that differentiated the electric from its gas-powered successor – clean, quiet, easy to handle, stylish, and with limited power and range – were promoted as appropriate for the “feminine” characteristics of cleanliness, physical weakness, and domesticity. However, although Clara Ford was gifted an electric vehicle by her auto mogul husband Henry, the majority of driving women desired the power, performance, and range of the gasoline powered automobile. It wasn’t long before women passed over the electric in favor of the ever-expanding lineup of combustion engine cars.

During the 1980s, car manufacturers began to consider women as a potentially important demographic for trucks and vans. Yet rather than addressing women as serious consumers, advertisers once again called upon “feminine” stereotypes to promote vehicles to women. Because the Chevy S-10 Blazer was purchased primarily by men, marketers believed that a “pink truck” campaign would convince potential female customers to consider the off-road vehicle. As Ella Howard writes, “although trucks are often associated with masculinity, readers here saw one bathed in pastels, and were assured that a woman driving a Blazer need not be unfeminine” (137). Women in the market for a vehicle, however, found the use of pastel colors and “other gimmicky features” in these advertising attempts to be offensive and condescending. If women did, in fact, purchase a Chevy Blazer, it was in spite of, rather than due to, the stereotypical visions of gender reflected in the print advertising campaign.

In my own work on women’s involvement in various car cultures – including chick cars, muscle cars, and pickup trucks – I discovered that what a woman wants in a vehicle is personal. Whether looking for an automobile that is sporty, tough, powerful, or simply fun to drive, female motorists make choices based on their own preferences, needs, and desires. While women – at some point in their lives – may adhere to gender prescriptions in the purchase of a certifiable “mom” vehicle – i.e. wagon, minivan, crossover, or small SUV – when freed from parental responsibilities, or in defiance of them, they are likely to select vehicles that offer independence, autonomy, and empowerment. Rather than being seduced by a pretty paint job or feminine accoutrements, they drive off in a vehicle that says “this is who I am.”

Over the past century, auto makers have been slow to understand that it is difficult, if not impossible, to produce a vehicle specifically for the woman driver. As I have learned in my various explorations into the relationship between women and automobiles, “what women want” is to make their own choices about who they are and what they will drive.

Howard, Ella. “Pink Truck Ads: Second-Wave Feminism and Gendered Marketing.” Journal of Women’s History 22.4 (Winter 2010): 137-161.

Hunting, Benjamin. “How the 1955 Dodge La Femme Missed the Mark on Designing Cars for Women.” Hagerty.com 10 Feb 2020. Accessed 18 Feb 2020.

What are your feelings about a ‘woman’s car’? Is there such a thing? What are the qualities that make a car appealing to the woman driver? Your opinions are welcome!