Vroom, Baby!

Ford courts the ladies

Detroit has a long tradition of condescending to women. Advertising and even the cars themselves are often designed to be strong statements of masculinity. When automakers bothered with women at all, they usually came up with gimmicks like the "La Femme" Dodge with parasols to match the seat covers.

Now the Ford Motor Co. has suddenly discovered that women have enormous influence in the auto marketplace. According to company research, women last year bought 39% of all new cars sold in the U.S. Writes the awed company in a marketing brief just sent to dealers: "The same dainty little hand that pushes the shopping cart has a viselike grip on the economic pulse of the nation."

Ford's studies showed that 46% of licensed drivers are women and that they prefer to drive small cars. So the company has belatedly decided to pitch some of its selling at the ladies. Many Mustang ads now show a pretty blond sitting behind the wheel, while a white stallion capers subliminally in the background. Ford told its dealers that women are more open to trying new products and much more concerned than men about gas mileage, dealer service and pickup. It also instructed dealers to stop patronizing women, suggesting instead that they "talk to women as you would to any young-thinking, intelligent people."

Another ploy to move the new Ford Escorts and Mercury Lynxes out of the back lots is a 60-page paperback called How to Love the Car in Your Life, written by Anne and Charlotte Ford, the jet-set daughters of Henry II. They dispense tips on driving, traveling and motoring etiquette, and provide a glossary to take the mystery out of automotive innards. A lot of men might profitably read it too.

Whatever the sales pitch, something now seems to be working better for Detroit. Helped by the introduction of the new Chrysler K-cars, Escorts and Lynxes, auto sales were up 11.6% for the first ten days of October.

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