A recent posting on Curbside Classic featured a 1988 Suzuki Samurai advertisement with the quizzical headline: ‘What Young Urban Women Aspired to in 1988?’ The ad features a 30-something woman behind the wheel of the aforementioned vehicle accompanied by a female companion. The women are looking happily out of their respective windows while driving down a charming urban thoroughfare. Without much copy to ponder, the posting was open to comments from interested CC readers. What is interesting in the responses is how often the readers’ experiences support the unspoken premise of the ad. As one responder noted, ‘my mom had one of these. […] there was something about that vehicle that truly appealed to her. Part of it was the size. After 16 years of pretty much exclusively driving the fuselage Chrysler wagon, I think getting back into something small really had its appeal to her.’ Another remarked, ‘I couldn’t understand why she wanted a car that didn’t have a real back seat, which made doing things like picking me up at the airport or carrying anything substantial pretty much out of the question. Now I think maybe that was the whole point for her.’
In order to understand the significance of this advertisement, and the comments it generated, it helps to revisit the automotive advertising to women that preceded it. After World War II, when women were expected to leave their wartime factory jobs to create comfortable lives for husbands in the suburbs, marketing to the female consumer was focused primarily on suitable ‘family’ vehicles. In the 1950s and early 1960s, this mode of transportation was the station wagon. Advertising for these automobiles often featured idyllic scenes of mother and [many] children engaging in dad-less family activities around the car, as well as busy mothers with growing families for whom roominess in a vehicle was an obvious necessity.
In the 1960s and early 70s, the station wagon was replaced by the hatchback, which was, as one advertiser claimed, ‘the car designed around a shopping bag.’ In the mid 1980s the world was introduced to the minivan, which as the perfect vehicle for carrying kids and cargo, was unofficially dubbed the ‘soccer mom’ car. Minivan advertising featured moms with kids and groceries and bikes and sporting equipment, all which reinforced the association of family vehicles with the woman behind the wheel.
Yet before the minivan morphed into the ubiquitous SUV, a few automotive advertisers – primarily of import vehicles – suggested [gasp!] that the female consumer could be someone other than a mom. The late 1980s/early 90s Subaru campaign reflected this sentiment. As the commenters noted, the Samurai lacked a back seat, which meant there was no room for kids. And its sporty appearance suggested the possibility of adventure outside of playdates, t-ball games, and the banality of suburban neighborhoods. While the women pictured in family car advertising appear content, those in the Suzuki campaign seem downright ecstatic. Other ads in the campaign emphasize the vehicle’s ‘fun-ness’ and remark on its multiple identities as sporty, outdoorsy, and rugged. As the polar opposite of the ‘mom’ car, Suzuki advertising promised an exciting, adventurous, and well-deserved getaway for married and single women alike. Noted a Curbside Classic commenter, ‘I had a female co-worker who had a Samurai – it served as both her nice day-in-the-summer and her winter weather car. Interesting little fleet for a woman in her 20s.’
Earlier this week I was fortunate to attend the second annual Women in Motorsports event co-hosted by the Automotive Hall of Fame and WIMNA [Women in Motorsports North America]. There was a large group in attendance composed of women and men in the industry, aspiring female racers, sponsor representatives, and folks like me who were curious to hear about the current state of women’s motorsports. The evening was divided into three segments: the first was a screening of a new documentary – Undaunted– that focuses on the career of racer Paula Murphy; the second was a panel composed of women involved in racing in some capacity, including the legendary Lyn St. James; the third included the producers of Undaunted in a question and answer session. The evening was capped by refreshments and the opportunity for those in attendance to network with fellow female motorsports enthusiasts.
Undaunted was produced by the same team that released Boundless – a documentary about racer Betty Skelton – in 2022. As Pam Miller, one of those involved in both films, explained, the goal in these documentary projects is to tell stories of women who had been erased from motorsports history. Paula Murphy’s story, for example, is a fascinating one. Referred to as the ‘Women’s Lib Pioneer’ in the LA Times, the ‘World’s Fastest Woman’ in the west coast motorsports world, and ‘Miss STP’ on the racing circuit, Murphy took every opportunity available to further her racing career. From the late 1950s to the early 1970s, Murphy made important connections which allowed her to drive a variety of cars in multiple motorsports events on all sorts of tracks and racing conditions. Interviewed for the project at 94 years of age, Murphy’s personal observations and eye-opening revelation brought the documentary to life.
The panel composed of automotive and motorsports industry women offered both insight and advice to those interested in a motorsports career. Lisa Boggs, who leads motorsport marketing and sponsorship activities for Firestone Racing, encouraged those with motorsports goals to ‘always raise your hand’ and do what others don’t want to do. Katie Henninger, a 15-year-old racing phenom, advised young racers to take as many opportunities as possible and to be patient in achieving goals. A common theme among the panelists was the importance of building networks as means to contacts, self-promotion, and opportunities as well as to be a good member of that network. Strategies to deal with the dominant male environment of motorsports at every level was also part of the discussion. It was noted that many men in motorsports have a fear of replacement; i.e. their spots will be taken over by women. As Beth Paretta, director of Grace Autosport, succinctly expressed, ‘I don’t want your seat at the table. I want a longer table.’ The female panelists also noted the importance of reclaiming the good ole boys network to women in motorsports; i.e. supporting and promoting each other rather than have a singular focus on oneself. Lyn St James, who developed WIMNA as a means to support opportunities for women in all aspects of motorsports, emphasized the importance of looking for individuals with mentorship mentality to help grow women’s involvement in the motorsports arena.
The Second Annual Women in Motorsports at the Automotive Hall of Fame event endeavored to highlight, celebrate, connect, and inspire the next generation of female motorsports participants. Based on the reaction from the enthusiastic audience, the project is off to a promising start.
This past weekend my automotive museum project took me to the Ford Piquette Avenue Plant in downtown Detroit. Constructed in 1904, the Piquette Plant was the second center of automotive production for the Ford Motor Company. From 1904 until the end of 1909, the facility assembled Ford car models B, C, F, K, N, R, S, and T [known as the Ford alphabet cars]. The most famous is the Model T, the car credited with initiating the mass use of automobiles in the United States. The Model T was initially produced [station to station assembly] at the Piquette Plant in 1908; it was subsequently mass produced when the company transferred its operations to the Highland Park Assembly Plant in 1913. After Ford vacated the Piquette building, it had a series of owners before being sold in 2000 to the Model-T Automotive Heritage Complex, Inc, which restored the plant and now operates the historic site as a museum.
Automotive museums, as I’m discovering, most often reflect the interests and inspirations of the founders. While there are many institutions devoted to a particular automotive manufacturer, the focal point of the Paquette one specific model – the Model T and the alphabet cars that preceded it. There are 60 cars of various provenance on two floors; the building also houses a reconstruction of Henry Ford’s office and provides a good deal of background on the daily operation of the factory back in the day. Many of Ford’s early automotive projects which took place at the Paquette are documented and on display.
As to be expected in a museum housed in a former automotive factory, which operated during a time when the automotive industry was owned and operated almost exclusively by white men, women’s presence as consumers, drivers, or workers is limited. However, if one looks hard enough at the various exhibits women’s influence surfaces in both stereotypical and unexpected ways.
Clara & Henry Ford testing the Kitchen Sink Engine Model
Clara Ford, Henry’s wife, is referenced often in the museum. Perhaps most impressive is her role in the testing of what became known as the Kitchen Sink Engine Model. As Ford lore would have it, on Christmas Eve, 1893, the apparatus was placed over the sink in the Ford family kitchen while Henry worked the ignition and Clara fed gasoline into the intake valve. As noted by auto aficionado Bill McGuire, ‘when the simple, hand-built engine sputtered to life over the sink, Ford’s earliest dream was realized and his remarkable automotive career began.’ Clara is also mentioned in connection to the museum’s non Ford electric vehicle. This story, that Henry purchased the electric vehicle from an automotive competitor for his wife, is one that can be found in nearly every Ford exhibit in any museum. Of course, the question of whether Mrs. Ford actually desired the vehicle, or rather it was purchased to keep her close to home, is never answered.
Another interesting exhibit in which women are prominent is that dedicated to automotive inventor Edward ‘Spider’ Huff. Huff helped to perfect the enclosed flywheel magneto – recognized as a major advantage of the Model T over other automobiles of the time. The magnetos were assembled by a team of women in the Winding and Insulating Department, located near Huff’s office and away from the working men. This group of workers were the first women to be employed by Ford. This hidden bit of information also provides a little insight into Ford as a segregated work environment.
Other references to women include photos of women behind the wheel of Model Ts as well as operating bicycles. Tucked into a corner on the second floor is a photo of women drivers with a caption that notes that, although women were routinely ignored by the auto industry, Ford recognized them as an important market for reliable, inexpensive cars.
One of the more interesting options of some of the early Fords was the ‘mother-in-law’ seat, a fold down, single person rumble seat in the rear. The commonly used term for this feature no doubt reflects some of the ‘back seat driver’ stereotypes of the time.
Model K Roadster with a mother-in-law seat
We arrived at the museum in time to join the last tour of the day. The tour was a bit rushed, as the facility was being set up for a wedding later that evening. While the tour guide was quite knowledgeable, he was also a bit sexist, embellishing or perhaps even fabricating stories about women’s preferences for particular automobiles. According to this gentleman, women were attracted to the 1907 Model R Runabout for its extensive ‘bling’; to the 1911 Brush Runabout for its easy ride and affordability; and the electric car for its high roof [to accommodate women’s hats], its extensive use of glass [so that women could be ‘seen’], and the seats arranged in living room fashion to ease conversation. None of this was documented in the museum; I suspect it was the guide’s attempt at being ‘funny’ to a captive audience.
The Ford Piquette Avenue Plant is an interesting and historically significant building that provides a unique chapter in the history of the Ford Motor Company. It is certainly worth a visit if you find yourself in downtown Detroit.
I’ve been writing about the relationship between women in cars since first discovering the topic in graduate school nearly 15 years ago. Since that time I’ve addressed the woman-car connection in a variety of contexts. Some of my work focuses on women who participate in car cultures associated with the male driver, including muscle cars, pickup trucks, chick cars, and motorsports. Other projects speak to the representation of women’s connection to cars in popular culture locations such as film, music, and children’s toys. While literature on women’s automotive history and participation has increased since I first embarked on the topic, it tends to fall into two camps. The first is a critique of how auto manufacturers and marketers have traditionally erected obstacles to women’s full engagement with automobiles, and the second is the focus on exceptional women in automotive – women who have successfully challenged barriers to become successful in venues such the auto industry and motorsports.
Chick Car project
In my own work, I have focused primarily on ordinary women – in popular culture as well as real life – in order to uncover the complicated, productive, positive, as well as empowering aspects of women’s relationship to cars. In each of these contexts, I attempt to reveal the potential of the automobile to enrich women’s lives. Although I often address the barriers to women’s participation in various car cultures, the major focus is on how women successfully negotiate membership in male dominated automotive spaces not to become famous, but rather to become stronger, more confident, and more powerful versions of themselves. In popular culture settings, I try to examine how cars hold special meanings for women that differ from those found in dominant male narratives. My goal in each of these projects is to give the woman driver a voice that has historically been silenced.
Girl Gang Garage – credit Volvo
During this past week I came across an article in Advertising Age developed from an interview with Janique Helson, head of brand marketing at Volvo Car USA. As the article points out, Helson ‘has made combatting sexism in the automotive industry a tenant of Volvo’s marketing strategy.’ One of the ways this has been accomplished is through the unique female-friendly messaging that has made its way into Volvo advertising and promotional material since Helson took the helm in 2020. Some of these efforts include creating safety messaging that is more emotional, making a connection between feeling safe to the ability to endure challenges. Another is a collaboration with Girl Gang Garage as a means to ‘elevate, encourage, and champion women’s entry and advancement within the automotive and skilled trade industries.’ However, what was most interesting to me was a video created by Volvo last year for International Women’s Day. The recording features snippets of conversations with 26 female Volvo owners discussing the connections they have with their cars. The diverse group of women talk about the car’s ability to strengthen relationship with family members; the pride in owning something so strong and beautiful, how the car contributes to a woman’s personality and identity; how owning a Volvo can lead to a safer and cleaner environment for future generations; the ‘specialness’ of driving a vintage Volvo; how Volvo makes mothers and caretakers feel more safe; the car as an intimate space; and over a dozen other powerful vignettes that demonstrate the significance of cars to women’s lives. As Helson notes, ‘these women have this massive love for cars and the way they talk about it is very different than how men talk about their love for cars.’
International Women’s Day video – credit Martin Schoeller for Volvo
As few in academia write about women and cars as a relationship that is both positive and empowering, I often feel as though I am working in a vacuum. The work Helson has overseen since her appointment as brand marketing head in many ways serves as a legitimization of my own. [On another note, it also emphasizes the importance of having a woman in a position of power within an auto company]. Although Helson operates on a much grander scale and is therefore capable of a much greater reach and influence, we are in agreement regarding the importance of providing women drivers with a platform. As Helson asserts, ‘obviously we need more women working in automotive, but we also need to put women’s stories at the front and center of how they feel about cars and how they feel about driving.’ I am grateful to Janique Helson for the impetus to continue my own exploration of women’s relationship to cars.
International Women’s Day video – credit Martin Schoeller forVolvo
Schultz, E.J. “Volvo’s Marketing Head on Fixing Female Representation in Auto Ads.” Advertising Age. 3 May 2023.
There is nothing subtle about the Stahl Museum. Located in an industrial park in Chesterfield, Michigan, it is a voluminous, warehouse-type space jammed packed not only with vehicles, but also period organs, juke boxes, gas station paraphernalia, neon signs, and automotive artifacts stuffed every available nook and cranny. Automotive advertisements hang from the rafters, and organ music blares from any one of the ornate instruments situated along the perimeter. As a personal collection of Ted Stahl, the museum reflects the interests and particular proclivities of its owner. As noted on the museum website, Stahl’s mission for the collection is ‘to build an appreciation for history;’ that of his wife Mary is ‘to see the smiles on the faces of our visitors.’
The museum is only open to the public Tuesday afternoons and the first Saturday of each month. Not surprisingly, it was quite crowded when I visited on a pleasant day in early April. Parents maneuvered small children through aisles of tightly packed cars while grey-haired guides answered questions and offered historical background. Younger volunteers cheerly took organ tune requests from the public. The atmosphere in Stahl’s can only be described as carnival like, a ‘fun house’ of a museum as it were. More than a mere collection of cars, Stahl’s refers to itself as ‘An American Auto Experience.’
That being said, Stahl’s car collection is quite impressive. It leans toward the vintage and brass eras, which no doubt reflects the owner’s predilection to bright, shiny, and over-the-top objects. Many of the cars display signage from past Concours shows, which, to the auto aficionado, serves as an indication of automotive importance and value. Stahl’s prides itself on its accumulation of ‘some of the world’s most rare and distinctive cars’ and ‘treasures from the past you won’t find anywhere else.’ The gigantic and fantastic music machines that boisterously fill the halls; the ornamented and embellished brass cars that reflect images of all who pass; the flashing roadside signage that cover the walls and hang from the ceiling; the outrageous movie cars in period displays; and the 50s automobiles parked around a drive in diner all contribute to a unique and often overwhelming experience.
While Mary Stahl’s name appears next to her husband’s on a number of automotive displays as an owner, women’s representation in the museum is minimal and somewhat predictable. Women’s preference for electric cars; Amelia Earhart’s promotion of the 1936 Terraplane; Bertha Benz’s famous road trip; and the custom built automobile of the wealthy Madame Lucienne Benitez-Rexach of France are the only mentions of female automotive involvement. Female imagery is limited to a ‘Rosie the Riveter‘ poster on the gas station wall [next to the rest room] and a couple of female mannequins in the diner display. As Stahl’s is, in fact, the vision of one male individual with very specific and unique automotive and mechanical interests, it is not surprising that representation of women as automotive drivers, users, and influencers are absent in other than the most unsurprising and unimaginative ways.
Auto enthusiasts looking for a fun and unique afternoon will surely enjoy time spent at Stahl’s. As the museum mission is ‘to educate, motivate, and inspire young people with a passion and appreciation for vintage vehicles,’ the staff at Stahl’s endeavors to make the experience memorable and fun for all family members. But if you decide to make a visit, just make sure to bring a set of earplugs with you.
My first visit to the Automotive Hall of Fame in Dearborn, Michigan was about 15 years ago. I remember being rather unimpressed; if, at that time, I had to describe what ATF was or what it was about, I would have remarked that it was an automotive institution devoted to the accomplishments of old white men. The current AHF website notes that the museum, established in 1939, was originally called the ‘Automobile Old Timers,’ which suggests my initial impression was not all that far off. The automotive industry is a historically masculine enterprise; it is not surprising that a museum focused on early industry leaders and innovators would reflect a single-minded and determined male perspective.
Bertha Benz
Due to the inherent nature of a ‘hall of fame,’ the AHF is not a typical car museum; it is not focused on automobiles but rather significant individuals in automotive history. As the promotional material explains, ‘The mission of the AHF is to honor and celebrate the accomplishments of individuals in the international motor vehicle history through awards and educational programs […]’ The AHF is a small museum occupying just one floor; a path winds its way through the exhibits that serves as a chronology of the industry’s important contributors, ending in the center hall which honors the AHF recipients.
Lyn St. James
Much has changed since my initial AHF experience. While there can be no argument that the early auto industry was dominated by white men, much effort has been made to include women and people of color influential in automotive manufacturing, sport, and culture. Attention is given to the early female hall inductees, including Alice Ramsey, Denise McCluggage, Shirley Muldowney, Bertha Benz, and Janet Guthrie. A prominent exhibit featuring 2022 inductee Lyn St James includes one of her race cars; it is accompanied by a running video in which celebrated women such as Billie Jean King and First Lady Jill Biden praise St James not only for her many motorsports accomplishments but also for her continued work on behalf of women.
‘Nitro Nelli’ Goins
In honor of Black History Month, the AHF developed an extensive exhibit centered on the automotive achievements of African Americans. Of the 19 individuals singled out, six are women. In the AHF entry hall, the funny car of ‘Nitro Nelli’ Goins – an individual who opened doors for black women in motorsports – is on display. The focus on Goins and St James serve, perhaps, as an introduction to the AHF women in motorsports exhibit planned for late 2023.
The transformation of the Automotive Hall of Fame from an institution focused on the accomplishments of a select group of homogeneous individuals to that which celebrates the hidden diversity within industry contributors is quite remarkable. It suggests that while the masculine origins of automobile history and culture are universally accepted and acknowledged, the automotive contributions of those who fall outside the mainstream are also worthy of recognition and respect.
As someone who grew up about a half mile from the city of Dearborn, I have visited the Henry Ford and Greenfield Village many times in my life. But the museum took on new meaning once I began my research into the relationship between women and cars. The Henry Ford Museum of American Innovation, as it is now called, has gone through many updates, redesigns, and reimaginings in my lifetime. Once a confusing collection of artifacts and vehicles, the space is now organized into a number of well-defined areas. The two sections that focus on the automobile – Driving America and Driven to Win – make up just over a third of the museum space.
The two driving-themed areas are less about cars than about car culture. As the curator of transportation Matt Anderson states, “the exhibit is not so much about the automobile itself, but about our relationship to it.” Driving America addresses how cars affected American lives, and in turn how American living shaped car culture. While there are certainly a plethora of vehicles on display, the cars most often serveas representatives of a particular era, event, pastime, or purpose. Cultures, institutions, and establishments developed because of the automobile – hotels, service stations, campsites, and roadside restaurants, for example – are integral to the car stories on display.
Driven to Win, the newest exhibit within the Henry Ford, describes itself as a history of racing in America, from soap box derbies to Indy car, stock car, and drag racing. It accomplishes this by focusing on the many innovators and champions of motorsports through interactive displays, historic race cars, artifacts of groundbreaking drivers, racing simulators, and displays that “immerse the visitor in the stories, images, thrills, and sounds of auto racing.”
Because the exhibits focus on car culture rather than particular automobiles, women are very much present as consumers, drivers, workers, and influencers. They are introduced as early proponents of bicycles and the Model T as well as the minivan. They are represented in promotions about style, design, and safety. Women’s changing roles in advertising – as objects, symbols, moms, and adventurers are also addressed. While notable women in automotive history make an appearance, it is ordinary woman of extraordinary influence who take center stage.
Driven to Win includes artifacts and success stories of the expected exceptional women in motorsports. However, women behind the scenes – as pit crew workers and mechanics – are also well represented. While women’s relationship to the automobile has historically been relegated to the sidelines, the Henry Ford makes a concentrated effort to incorporate the women driver as an integral participant and contributor to automotive culture.
As I happened to visit the Henry Ford during March – Women’s History Month – many of the exhibits with a female focus were highlighted. Driven to Win featured artifacts of celebrated race drivers including Janet Guthrie, Sarah Fisher, and Danica Patrick. Attention was drawn to a 1955 Chrysler 300, similar to one driven by Vicky Wood – the fastest woman at Daytona. The Ford Rouge Factory Tour featured an opportunity to ‘Meet the Rosies’ as the denim-clad presenters related inspiring stories of the Wonderful Outstanding Women [WOW] who helped win World War II as part of the “The Arsenal of Democracy.’
While the ‘typical’ automotive museum focuses on the history of a particular manufacturer or the interests of a generous collector, the Henry Ford employs a broader approach to its significant collection. As the museum CEO notes, ‘we don’t just display the vehicles, we bring the past forward by immersing our visitors in the stories of ingenuity, resourcefulness and innovation that have made America the great country it is today.” And that resourceful past includes the contributions, influence, and participation of the woman behind the wheel.
In honor of International Women’s Day, the Ford Motor Company has introduced a rather unconventional marketing campaign which is creating a bit of a buzz. The 30-second commercial, narrated by Brian Cranston of Breaking Bad fame, introduces the Ford Explorer Men’s Only Edition as a completely reimagined vehicle.
Gladys West, contributor to the development of the Global Positioning System [GPS]
Although the advertisement appears to be fairly typical, with running footage of a shiny black vehicle driving down winding roads, it soon takes an unexpected turn. For the special men’s edition is lacking a few important parts, notably windshield wipers, turn signals, a rearview mirror, brake lights, heaters, and GPS, innovations that were, in fact, developed by women. As a nod to women working in automotive industry Ford takes this opportunity to bring attention to the invisible female inventors, engineers, and designers over the past century who have made important contributions to the automobile. As the company website notes, ‘to support the campaign throughout the month, Ford will highlight the achievements and contributions of female innovators of the past and present on Ford.com and across the company’s social media accounts.’
The Ford campaign has made headlines in both the general and automotive press. The reviews have been overwhelmingly positive. Auto journalists refer to the campaign as humorous, tongue-in-cheek, and clever. Many of the articles bring attention to the women responsible for these contributions, including Hedy Lamarr, Florence Lawrence, Dorothy Levitt, Dorothee Pullinger, and Dr. Gladys West. Women in particular are charmed by the commercial, referring to it as ‘10/10 advertisement,’ ‘perfection,’ and ‘makes me even more proud to be a Ford owner.’ As a former advertising person myself, I applaud the Ford ad agency that created a commercial that is not only creative, memorable, and fun, but one that celebrates women without disparaging men.
Mary Anderson, inventor of the first practical windshield wiper
However, not all who viewed this advertisement are pleased. The comment sections on many of the news sites are filled with complaints from those offended, with remarks that suggest the advertisement somehow threatens one’s masculinity. The posts include the unoriginal and expected ‘what is Ford doing for International Men’s Day?’, as well as many that engage in tired gender stereotypes, such as ‘the woman’s only version would only be a small pile of useless parts,’ and ‘since a man invented the internal combustion engine, I’m guessing the women’s addition [sic] would be a static display.’ Some argue that Ford got its facts wrong, with the claim, ‘all of the things mentioned were actually invented by men years before.’ Other individuals go further, admonishing the auto manufacturer for its wokeness and ‘confused’ sexual identity.
Hedy Lamarr, innovator of the communication system used in cellular technology, Wi-Fi and GPS
Certainly the comments reflect convoluted logic and a lack of critical thinking, investing in the notion that praising women’s achievements somehow discredits men. Yet what is most troubling in these remarks is the culture they represent. The association between masculinity and the automobile has a long and entrenched history. In the early auto age, in order to perpetuate this ‘natural’ relationship between man and his machine, it became necessity to frame women as poor drivers, mentally incompetent, and technologically ignorant. While the ‘woman driver’ stereotype was developed nearly a century ago to degrade women’s driving ability and automotive competence, the barrage of negative comments incited by a 30 second car commercial suggest such beliefs remain common among a significant [male] population nearly 100 years later. This is worrisome for an individual interested in pursuing an automotive related career. It suggests that the automotive culture remains unwelcoming to women no matter the credentials, work ethic, or job performance. It intimates that despite the efforts within the automotive industry to address the underrepresentation of women, there is still a significant group within it that considers women as less. The sexist commentary not only brings renewed attention to the incredible obstacles faced by women in the automotive industry a century ago, but reveals that in the twenty-first century, many of those barriers stubbornly remain.
Dr. Cynthia Flanigan – Chief Engineer, Hardware Integration in Vehicle Hardware Engineering
Ford is to be commended for celebrating women’s automotive achievements in this clever and thought-provoking ad. It provides the opportunity for all of us who drive – men and women alike – to appreciate and respect the automotive innovations contributed by women in a historically male-dominated industry.
While in graduate school during the early 2000s, I devised an independent study focused on my growing interest in the relationship between women and cars. What follows is one of the response papers in which I examine how gender influences the meanings ascribed to the automobile in popular fiction.
If the automobile existed merely as a mode of transportation, it would be found primarily in showrooms, on freeways and in public parking lots and personal garages. If it were regarded as simply an object of technology, the car would be praised for its utility and practicality, and cursed when it didn’t perform to expectations. If the automobile was only valued for its usefulness, it would be regarded in the same manner as other technological necessities of the home and workplace, such as the washing machine, dishwasher and office copier.
However, the automobile has taken accumulated a variety of alternative meanings since the Model T first rolled off Henry Ford’s assembly line. As David Laird suggests, automobiles promise “power, mobility, freedom, even a ‘poetic’ space that beckons from beyond the too familiar course of things” (244). Rather than simply a means to get from here to there, the car serves as a symbol of status, daring and sexual prowess. It is considered a home away from home or a room of one’s own. In the US, the automobile is not only found in the driveway, but in films, art, music, popular culture and literature as well. In such locations, the car is not just a prop or background; rather, it often serves as a reflection of a particular society and is imbued with cultural and personal meaning. In literature, the automobile is often a metaphor for our hopes and dreams, for how we live and what we want to be. While there are certainly a number of attributes that influence the car’s role in literature, one of the most significant is gender.
There can be little argument that the car is considered a masculine technology. And in literature, whether in a real or symbolic capacity, the automobile is most often a male space, located within a masculine environment. Loren Estleman portrays such a gendered location in Motown, a crime novel loosely based on events that occurred in Detroit during the summer of 1966. The auto industry, faced with mandatory automobile safety upgrades during the era of the “muscle car,” provides the backdrop for three parallel storylines and a lot of dirty business. The major players in Estleman’s novel are male, and the “muscle cars” they drive are fueled by testosterone. Motown’s women are stereotypical at best; they not only reveal Estleman’s notion of women’s place, but also represent the pre-feminist ideology of the auto industry. As a crime novel of the noir genre, Motown is concerned about what cars, and the car industry do, rather than the meanings ascribed to automobiles. Estelman’s storyline reflects, in the words of David Laird, “a society enormously dependent upon the automobile both as a means of transportation and as a source of economic activity” (244). Motown is built on plot rather than ideology; the cars in Estleman’s novel move the narrative literally rather than figuratively.
In other literary genres, however, the automobile is often a metaphor for male experience and masculine character. Unlike fictions such as Motown, the focus of narrative is not the car or car industry. Rather, the presence of the automobile in the novel fulfills a symbolic purpose. Marie Farr, in “Freedom and Control,” asserts that in such contexts, male writers “accept the popular myth that identifies the automobile with male sexuality, power and control: in their works, driving often becomes a rite of initiation or a test of masculinity.” In these fictions, men are the drivers, and as such, carry the narrative forward. The dreams that the car represents – success, adventure, conquest and youth – are the property of men. If women are present in such narratives, they are only going along for the ride.
The first appearance of the automobile in women’s literature occurred in the “road trip” genre. Women’s travel stories offered women writers the opportunity to explore the possibilities of female automobility. As Deborah Clarke remarks in “Domesticating the Car,” “women wrote increasingly about journeys, about mobility, and about the power inherent in this increased freedom” (101). Unlike male writers and drivers, women do not take the independence automobiles offer for granted. Access to the car does not equal independence, as it has often been instrumental in restricting women’s movements while keeping them close to home. For decades, cars have been sold to women as a form of domestic technology. Farr suggests that to the 1950s American housewife, 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.”
The second wave of feminism inspired many female writers to call upon the automobile to reflect women’s growing agency and autonomy. Like their male literary contemporaries, women writers employ the car as metaphor to equate driving with living. The automobile in women’s literature often provides women temporary freedom from the constraints on how they are allowed to live. Thus while male writers use the automobile and the act of driving as symbols of power and control, female authors appropriate and reconfigure male images so that power as control transforms itself into “the power of being one’s own person” (Farr).
The car as “home away from home” or a “room of one’s own” has special meaning to women. Often unable to leave their children behind, automobiles in women’s fiction often serve as a moving family. In women’s fiction, cars may also function as a personal space away from domestic and familial responsibilities. While both male and female writers ascribe meaning to the automobile in fiction, the reality of women’s lives suggests that the metaphor has alternative meanings, determined by the gender of the writer and the driver.
Since its invention, the automobile has been firmly linked with masculinity. Women’s access to the automobile, and the meanings associated with it, has been qualified at best. Women’s fiction provides admission to a culture that has been historically closed to female readers and drivers. It infringes on the masculine car culture and reclaims and reconfigures the automobile into women’s own image. As Deborah Clarke writes, “American fiction reflects and shapes the dynamics between women and cars” (195). The automobile in contemporary American women’s fiction provides evidence that women are, in fact, viable and significant participants in American car culture.
Estleman, Loren. Motown. New York: Bantam, 1991.
Farr, Marie T. “Freedom and Control: Automobiles in American Women’s Fiction of the 70s and 80s.” The Journal of Popular Culture 29 (1995) 157-69.
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I first visited the Sloan Museum in Flint, Michigan a number of years ago. I remember the Sloan Panorama of Transportation as a pretty typical car museum – over 100 vehicles in a voluminous space with placards describing each car. That original Sloan Museum building, built in 1966, closed in 2018 for a major overhaul and expansion. After a 5 year hiatus and $30 million renovation, the newly imagined Sloan Museum of Discovery re-opened to the public in July 2022.
The transformation of the Sloan Museum is not in name only; rather, it embraces a totally new, different, and exciting concept. The old museum was geared toward the car enthusiast – individuals interested in the automobile itself rather than how cars related to the culture. In the new museum, cars are not the focus but rather take a supporting role. As the museum is primarily geared toward children [it was packed with kids during my visit], the automobile is called upon primarily as an educational tool. The automobile is intertwined with Flint’s history, which is reflected in the interactive exhibits in the History Gallery. While the automobile does not take center stage, the influence of the automotive industry is evident in stories about Flint life, employment, neighborhoods, schools, housing, and tourism. The History Gallery leads into the Durant Vehicle Gallery, which offers rotating exhibits about the history and future of the automobile. In this large space, the roughly 30 cars are on display not as examples in their own right, but as representative of automotive innovations that impacted people’s lives, including the automatic transmission, safety features, brakes, tires, comfort, and style.
Unlike its former incarnation, the Sloan Museum of Discovery is not all about cars; rather, the two auto-themed galleries are only part of a larger space which includes four hands-on learning galleries and exhibition hall geared toward young children. One of the galleries included a simulated car repair shop which welcomed kids to try their hands at automotive mechanics. I was pleased to see a young girl in a hard hat and safety vest working diligently under the hood.
The visit to the Sloan Museum of Discovery was undertaken as part of my current project to examine how women are represented in automotive museums. While women were not prominent in the museum exhibits, they were present in small but important ways.
The ‘Dunning Carriage to Cars Exhibit’, part of the History Gallery, is funded by the Margaret Dunning Foundation. The signage accompanying the exhibit reads: ‘Dunning was a successful businesswoman known for her love of classic cars. She established the foundation in her name in 1997. It nurtures the preservation and teaching of automotive history and other charitable interests in Michigan.’ Dunning was a philanthropist, history buff, classic car enthusiast, and huge proponent of automotive education. Her foundation not only funded the exhibit in Flint, but also programs in automotive technology and auto design in various schools throughout the state. Her contributions to the Sloan are in tandem with the museum’s mission to serve as an educational experience and resource for residents of Genesee county and other Sloan visitors.
Other references to women include their important role as members of the Emergency Brigade during the 1936 General Motors Sit-Down Strike. As noted in Jalopnik, “Many think of factory work, and therefore a strike in the automotive industry, as something primarily men would do. But it was the members of the Women’s Emergency Brigade, a paramilitary group of women inside the United Auto Workers union, who proved to be the secret weapon in that group’s triumph over General Motors.” Women are also included in exhibits focused on safety – in the car and on the factory floor.
The museum does not shy away from the auto industry’s negative impacts on the city of Flint. An underlying theme in the History Gallery involves the automobile’s affect on race relations through the displacement of black Flint residents via expansion, highway construction, and eventual loss of industry to the area.
While my intention in visiting the Sloan was to examine how women were represented, I came away impressed with how the museum endeavors to serve as a source of automotive education of all who visit, regardless of age, race, or gender.
