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Salut Amis 6! |
Chick cars have been around ever since car
manufacturers decided that women were some kind of niche market. It didn’t take
consumers long to decide that if a car was marketed to women, there had to be
something wrong with it. And voila, a stigma was born.
One of the most cockeyed examples of the
chick car was the
Dodge La Femme, manufactured in 1955 and
1956. It was based on a Chrysler Newport body, but came in two-tone pink and
white, with pink gold-flecked cloth inside, and was marketed to “Her Royal
Highness, the American Woman.” In all fairness, Dodge DID provide an item that
is sadly lacking in automobiles today – a special compartment for a purse. They
even provided
the purse itself. Although about 1,500 of these cars were built, women somehow managed not to
scoop them up.
Then, there was the Citroen Ami 6, launched
in 1961 as a vehicle for women: “Pour vous Madame.” Partially because it was
based on the venerable 2CV platform, and perhaps the French really are smarter
than the rest of us, the Ami 6 became the best selling car in the French market
at the time, with over a million sold in 1966. The reverse-raked rear window
was quite chic, and the Ami’s seats were - bonus - easily removable. Early sales pitches
showed them being used for picnic chairs.
Meanwhile, over in England, a debonair car designer
named Alec Issigonis was charged with the task of creating a small, inexpensive
vehicle for the British housewife. The diminutive gem he whipped up was called
a Mini, and it certainly was. The wheels were a petite eight inches, and the
engine was mounted sideways to allow maximum passenger room. One thing led to
another, and the British Mini became an icon of the 1960s – no longer just a
housewife’s car, but a fashion accessory, a rally car and even a movie star.
These days, the term chick car is bestowed
upon cars like the Mazda Miata, pretty much any Volkswagen convertible (the
Beetle qualifies with or without a ragtop), the Fiat 500, the erstwhile Saturn,
Toyota Yaris – anything that’s small and stylish. Or, perceived to be
underpowered. And usually, it’s a guy who’s making the decision about the
monicker. In other words, if you’re a manly man, you wouldn’t be caught dead in
this car.
And that’s a shame. Because most so-called
chick cars are good-looking, fuel-efficient and affordable vehicles. Isn’t that
what today’s consumer is all about? Shouldn’t the term “chick car” be a badge
of honour instead of a slur? It should be as highly prized as a Consumers
Reports “best buy.”
Perhaps our society will one day be evolved
enough to appreciate that cars don’t come with a gender bias. After all, a chick car can’t
tell whether it’s a macho man or a girly woman driving, can it?