Tag: woman driver

Car CultureCar Stories

A ‘Soft Spot’ for VW

Posted on by Chris Lezotte
After receiving her PhD [at the age of 66!], Chris Lezotte traded in her 6-year-old commuter car for a 2015 Volkswagen Golf R.

Over the course of many car projects, I often find that female car enthusiasts are loyal to a particular automotive brand. This is particularly true in my hometown of Detroit, where folks often have friends or relatives who work for an automotive manufacturer in some capacity. In fact, it is frequently said that folks in Detroit rarely pay full price for a vehicle as they can somehow someway take advantage of someone’s employee discount. I myself am guilty of this practice, having purchased a few Ford vans through my late brother-in-law’s A Plan and a friend’s Chrysler ‘Friends and Family’ discount. It is not surprising, therefore, that the majority of Southeastern Michigan women I interviewed over the years are fiercely loyal to cars from one of the Big Three – Ford, General Motors, or Chrysler. 

In talking to women in their 80s and 90s about their early automotive experiences, I discovered that those outside the Detroit area without a familial connection to a particular automaker had less compunction about switching automotive allegiance. Many started out with American cars – as that was pretty much all that was available at the time – but switched to Japanese imports for reasons that had to do with reliability, economy, trade-in value, and a size more conducive to female proportions. Once converted to Japanese models they rarely looked back. Although under some pressure from husbands to buy American, these women had decided what automotive qualities were important to them and became loyal to the brand that fulfilled them.

I recently came across an article about a gentleman who has taken brand loyalty to an extreme, having owned 42 Volkswagens over his lifetime. He has passed on his preference to the VW brand to family members. Of course, the fact that he worked as a VW Technician certainly provided access to vehicles, taking them on as project cars and then selling them afterward to fund his next project. I, too, am a Volkswagen fan, although not to the extent of this VW enthusiast. But I have always preferred German cars; their superior handling ability and performance and smaller size makes them exceptionally fun to drive. I also appreciate their aesthetics – the simple lines and clean, well-designed interiors contribute to a pleasurable driving experience. My first car was a 1970 Beetle; I currently drive a 2015 Golf R. In between – other than the Ford vans purchased as ‘dog vehicles’ previously mentioned – I have owned a Scirocco, VW Beetle Convertible, Rabbit, Audi S4 Cabriollet, and Audi A3. Living in Michigan, I have often been disparaged for my unAmerican vehicle choices. But I know what I want, and what I like to drive, and that’s a German car.

While some women, like me, tend to repeatedly purchase cars with similar qualities and monikers, others enjoy experiencing a variety of makes and models over a lifetime. Yet what is important is not what ‘camp’ a woman finds herself in, but that as purchasers of 65% of cars and influencers of over 85% of car purchases, women have the power and ability to make their own automotive decisions (Newman). Unlike the first half-century of automobility, when car choices were limited and often male-influenced, women can now look to cars not only as practical necessities, but also as vehicles that display who they are and what is important to them. 

Newman, Jennifer. “It’s True: Women Really Do Shop More for Cars.” cars.com 31 May 2019.

Padeanu, Adrian. “‘Insane’ Person Has Owned 42 Volkswagens in His Lifetime.” motor1.com 04 Sept 2020.

Car Culture

Barbie Cars and the Woman Driver

Posted on by Chris Lezotte
Barbie and her hot pink Corvette.

In much of my research, which explores the relationship between women of cars in a variety of contexts, I am always curious to discover how women developed a passion for automobiles in a culture that discourages women from participation. Many of the women I encountered learned about cars from their fathers; they discovered early on that an effective way to develop a relationship with Dad was to become interested in the things he loved. These young girls stood alongside their dads as they worked on a car project, asking questions and helping in the garage. Some, on the other hand, had car crazy boyfriends who spent their weekends under the hood. These teenage girls gained automotive knowledge as a way to spend time together. Still others married into car culture, and discovered a passion they did not know existed. 

However, for those who grew up in a more traditional environment, in which girls were encouraged to behave in a particular gendered way, exposure to car culture was less likely. Yet as I recently discovered, some young girls developed an interest in cars in a most unlikely way. As it turns out, Barbie, the popular, shapely doll oft critiqued for its focus on appearance, clothing, and dating, has, over the years, owned a number of sporty, stylish, and non-traditional cars. Barbie could, in fact, be described as a bona fide car enthusiast.

As an early baby boomer, I missed the Barbie phenomenon by a few years. So until an article about Barbie cars turned up in my automotive feed, I had no idea that Barbie had such a fine collection of automobiles. Although women in mainstream culture are traditionally associated with practical cars – station wagons, minivans, and crossovers –there is not a mom car to be found in Barbie’s garage. Over the years, she has driven an Austin Healey, Porsche, Corvette, Jeep Wrangler, Mercedes Benz, hot rod, dune buggy, and a myriad of other fun cars. Apparently I am not the only one who is impressed; Haggerty, the premier insurer of fine and classic automobiles, ranked and wrote about the Barbie car collection. Given the Barbie doll’s longstanding association with stereotypical femininity, what is surprising is that these cars are not in Ken’s driveway, but were produced especially for Barbie behind the wheel. And being the good big sister, Barbie passed on her love of cars to the younger Skipper, who acquired her own car collection when reaching the doll’s version of driving age. 

Cars have always represented freedom to women, which accounts for patriarchy’s longstanding efforts to curtail or constrain women’s automobility. The cars in Barbie’s garage allow her to engage in activities and adventures that have frequently been discouraged in the woman driver. These attractive, sporty cars – in a variety of bright, cheerful, and vibrant colors – not only provide Barbie with transportation to school or work, but offer the possibility of exploration, adventure, new experiences, social networks, and just plain fun. Not having to rely on men for a ride offers Barbie the opportunity to become independent and to travel her own road. Barbie cars, rather than contributing to the stereotypical gendered view of women’s roles, reinforces the importance of cars to women’s agency, identity, and empowerment. As The Drive journalist Stef Schrader asserts, “Barbie’s cars continue to play an important role in expanding the automotive world to kids who might otherwise feel excluded from it, and for that, they deserve your respect.”

Schrader, Stef. “Barbie Has the Best Toy Cars.” TheDrive.com 11 Aug 2020.

Auto IndustryWomen & Car Advertising

Car Advertising and the Woman Driver

Posted on by Chris Lezotte
1983 Buick Regal Ad.

In an article posted a couple of years ago, Jalopnik blogger Elizabeth Blackstock discussed the lack of automotive advertising directed toward women. Although, as she noted, women compose over half of licensed drivers, 62 percent of all new cars sold in the US are purchased by women, and 85 percent of car buying decisions are made by women, advertising most often portrays the universal driver as male. When women are featured in car commercials, it is most often in the most stereotypical of roles. As Blackstock writes, “In the off chance that women are driving—sheʼs with her female friends staring at Ryan Reynolds, sheʼs picking the kids up from soccer practice, sheʼs by herself, or sheʼs marketing (dear God) car insurance. Youʼll be bombarded with those before you get one ad telling you to defy labels and pick the vehicle that truly suits you.”

The root of automakers’ failure to advertise to women is, plainly stated, masculinity. Car manufacturers are uneasy when automobiles become associated with femininity and the female car buyer. As I argue in my article about the chick car, women’s attraction to a particular automobile causes members of the male population to question the car’s technology. As the article states, “The assumption that women lack technical expertise creates a reverse kind of logic in the minds of many male consumers. They believe that since women cannot appreciate the finer technical characteristics of a car, such as power, handling, and performance, the cars women purchase must be technologically deficient. Women’s approval, in the minds of many men, leads to the devaluation of the car” (525). Consequently, the majority of cars that are, in fact, marketed to women are those of little interest to men.

This practice of selective car marketing is not a recent phenomenon. Over 35 years ago I worked in the creative department at a Detroit automotive advertising agency. My [female] partner and I were assigned the Buick Regal, which had been designated as the “woman’s car.” This classification was not due to its popularity among female consumers nor to any “female friendly” automotive features. Rather, it was because sales figures for the outdated Regal were dropping. Reconfiguring the Regal as the Buick offering especially appropriate for the woman driver was a dubious strategy to reinvigorate the brand. Traditionally, automakers have attempted to market unpopular cars to women when “authentic” automobile aficionados –  male drivers – would no longer buy them. 

Since the Regal held no apparent benefit for the woman driver, we decided to invent one. My partner and I put a clever spin on a tired female stereotype which suggests that attractiveness and brain power are mutually exclusive. Both the print ad and the television commercial feature a blonde, professional-looking woman posed next to a 1983 Regal. The print headline – “Good Looking Outside, Good Thinking Inside” – relies upon an often used and effective advertising strategy which calls upon a common positive attribute to link the product and the person who uses it. In this case, the line could be talking about the automobile or the woman standing beside it. The ad copy goes on to expand the misconception often applied to women – “that someone, or something, that’s got a lot in the good looks department, may be lacking in the good thinking department” – to include the smart and stylish Buick Regal. It mentions the beauty of the vehicle’s exterior, while also remarking on the vehicle’s powerful engine and intellectually designed interior, intimating that the woman who drives it is attractive, powerful, and intelligent as well. 

While I don’t recall the exact words of the television commercial, a similar message was delivered by the same woman featured in the print ad. The technique called upon was what is known in the ad community as a “talking head” – the actor delivers the entire commercial speaking directly to the camera. The 30-second commercial ends on a somewhat prophetic note, as the spokeswoman turns toward the imagined audience and remarks,  “Whoever’s in charge at Buick; she must really be something”. Who knew?

Although this campaign for the Buick Regal was created primarily to address an automotive sales issue, it did, at least, noted an automotive blogger, construct the female consumer as “classy, smart, and hard-working” (Kubin-Nicholson). The same could not be said for automotive advertising today. Women are stuck in minivans while the auto industry, ever fearful of offending the male customer, just keeps marketing cool cars to the guys.

As Blackstock notes, advertisements have an effect on the people who see them. As she writes, “If we’re bombarded with car commercials catered specifically to men […] we aren’t going to see women as interested in cars, so women won’t be as interested in cars, and, maybe more importantly, women aren’t even going to feel capable of understanding what makes a good car.” It’s a cycle that keeps repeating itself. Blackstock asks, “when do the girls get to take the wheel?” I enthusiastically echo her sentiments.

Blackstock, Elizabeth. “If Half the U.S. Drivers are Women, Why Aren’t Auto Manufacturers Doing a Better Job of Marketing to Them?” jalopnik.com  8Aug 2018.

Kubin-Nicholson (blog) “The Evolution of Car Ads.” Kubin.com 13 Apr 2013.

Lezotte, Chris. “The Evolution of the Chick Car: Or Which Came First the Chick or the Car?” The Journal of Popular Culture 45.3 (2012): 516-531.

Lezotte, Chris. “McCann & Me: One Woman’s Experience in Detroit Automotive Advertising.” Manuscript in Press, Automotive History Review.

Car ChicksCar Culture

Women’s Classic Connection

Posted on by 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.

Women Writing Cars

Margaret Walsh

Posted on by Chris Lezotte
From “Gender and Automobility: Selling Cars to American Women after the Second World War.”

Margaret Walsh was one of the first scholars I encountered as I began my academic journey into the subject of women and cars. When I began my investigation close to home, I discovered a Walsh article – “Gender and the Automobile in the United States” – on a major web-based project sponsored by the University of Michigan-Dearborn and the Henry Ford. Not only did this project provide a comprehensive look at the history of women’s automobility, but included an extensive bibliography for individuals – like myself – interested in pursuing this subject matter further. As Walsh was a historian at the University of Nottingham at the time of this project, I was surprised to discover that the foremost authority on the history of women and automobility in America was, in fact, British. As it turns out, Walsh received both her master’s and doctorate in the United States. So although she didn’t grow up immersed in American car culture, Walsh’s years in the US no doubt impressed upon her the historical and cultural significance of the automobile to American women’s lives.

The work for the University of Michigan-Dearborn project was Walsh’s first foray into US women’s automotive history. As she noted in an 2009 interview, the project was an academic ‘by chance’ opportunity. While Walsh’s academic background included extensive research into transportation history – particularly the intercity bus industry – she had not yet expanded her research to the automobile. This project provided her with the opportunity to engage in scholarship on a subject that was – at the time – virtually non-existent. Walsh gained a reputation as an expert in the field not only because of her work, but because she was one of the very who considered gender and the automobile to be a subject worthy of investigation.

After the success of this web-based project, Walsh went on to publish a number of articles devoted to the history of women and automobiles in the US. While she never published a book on the subject, Walsh’s journal articles – which address women’s automobile use in the post war era – are on the reading lists of every scholar with an interest in the relationship between women and cars. A dedicated and determined researcher, Walsh relied on both primary and secondary sources – printed material, advertisements, federal government documents, qualitative data, policy documents and reports – to construct fascinating histories of the woman driver during a particular era of American life.

While I am not a historian, but rather take a cultural studies approach to the women and car relationship, my work is often centered in the work of automotive historians who accumulated the materials and the knowledge to create a discipline. I am forever grateful to scholars such as Maggie Walsh who through their work, offer guidance on the journey into the rarely researched subject of women and cars.  

Car CultureCar Stories

‘My First Car’ Stories

Posted on by Chris Lezotte
Chris Lezotte’s 1970 VW Beetle

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 21st 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 IndustryCar ChicksCar Culture

‘Women Auto Know’ Revisited

Posted on by 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 ChicksCar Culture

Truck Guys Aren’t Just Guys

Posted on by Chris Lezotte
Molly Osberg’s New-to-Her Toyota Tacoma

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 Chicks

The Women of Mercedes-Benz

Posted on by Chris Lezotte
Belinda Clontz’s 1962 Mercedes-Benz 200S Fintail

In my research into the relationship between women and cars, I often come across unique and interesting woman-car stories. I recently read an article in Automobile Magazine about Belinda Clontz – a California female car enthusiast with a particular fascination for Mercedes-Benz. While I expected her passion to be inspired by the luxury car’s prestige, classic style, and noteworthy performance attributes, I was surprised to discover that it was a woman’s contribution to the development and introduction of the automobile that garnered her attention and devotion. As noted by Clontz – the proud owner of a 1962 Mercedes Benz 220S Fintail – it was Bertha Benz, the wife of inventor Karl Benz, who introduced the original Benz Patent-Motorwagen to the world. In 1888, with her two children in the back seat, Bertha embarked on a 65-mile trip and in the process, made history as the first person – of either sex – to drive a car such a long distance. As Clontz remarks, “I admire any woman who is willing to do something that no one else has done. Bertha Benz was ahead of her time and I consider her a significant pioneer in the creation of the automobile.”

In the mid 1970s, feminist historians embarked on a movement to “write women into history.” These groundbreaking individuals challenged earlier traditions of intellectual and cultural history to consider whether historians could learn from other subjects – e.g. female – of study. Scholars began to think about not only about those reputed to have made history but also for those for whom historical events were backdrops to ordinary lives. Women’s history became one of the substantial new fields of study that emerged from this mid-twentieth century development.

It wasn’t until the late twentieth century that historians began to consider women’s influence within the field of automotive history. Scholars such as Virginia Scharff, Margaret Walsh, and Ruth Schwartz Cowan were instrumental in recovering the woman driver from the automotive archives. While Belinda Clontz is not a historian, she recognizes that women’s contributions to automotive history and culture are often overlooked. Her Facebook page is filled with homages to female Mercedes enthusiasts in particular and car lovers in general. She is encouraging to new auto aficionados, particularly young women with a passion for cars. In her posts she often reflects on what Mercedes ownership and being part of the Mercedes car culture has contributed to her identity and life.

While Clontz’s purchase of the classic Mercedes was influenced by the role of Bertha Benz in its introduction and production, female influence was felt in other automotive arenas. In her research into the history of Fintails, Clontz found that Ewy Rosqvist and Ursula Wirth won the 1962 Grand Prix of Argentina in a Mercedes-Benz 220SE Fintail  –  the first women to ever do so. As Clontz confessed, this serendipitous discovery made  ownership of the Fintail even more meaningful.

Although the automobile has a longstanding history as a primarily male interest, women today are discovering new and exciting ways to grow an interest in cars and take part in automotive culture. Although Clontz grew up with a fascination with automobiles, she found a special connection to the Mercedes due to its early – and heretofore unrecognized – female influence. As Clontz asserts, “My love for Mercedes-Benz stems from the fact that it was helped to be founded by a woman. Bertha Benz believed so much in her husband’s Motorwagen that she invested her inheritance money in his business. Although she was not allowed to be named as one of the inventors at the time, Bertha also contributed to the design and engineering of the Motorwagen. She took the Motorwagen on its first test drive and helped put Karl Benz on the map as the inventor of the first automobile. Her role in the history of Mercedes-Benz is influential and inspires me every time I get out on the road with my Fintail.”

Segura, Eleonor. “Meet the Gorgeous 1962 Mercedes-Benz 220S Fintail and Owner Belinda Clontz.” Automobilemag.com 14 Feb 2020.

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Car CultureWomen & Car Advertising

What Women Want

Posted on by 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!