(first posted 2/14/2013) What is it that makes a car a “chick car?” Put another way, what is it about some cars that appeals to the fairer sex? And why is it so hard to come up with one on purpose?
It’s easy to come up with a new vehicle that appeals to men: all you need is power, bold styling and macho details. A good name helps, too–like, say, ‘Firebird’, or ‘Ramcharger’. On the other hand, it is much harder to come up with a car that appeals to women. Chrysler gave it a shot with the 1955-56 Dodge LaFemme–but alas, without success. Maybe both of these examples seek to caricature their intended demographic. And perhaps the fact that carmakers do better with heavy-handed appeals to us guys than those directed toward the girls says less about the cars than about us. In fact, you could argue that any given car has masculine traits–after all, it is a machine made of welds, castings, bearings and a crankcase filled with oil.
A vehicle marketed to women must be more subtle; it is not about the machine, but rather about how the machine makes the woman feel. An early example is this famous print ad for the Jordan Playboy. Everyone has forgotten the car, but once you have read the ad, it is unforgettable. This ad highlights a truth about what a car is: It is about ourselves. Who among us has not looked upon a car and then seen herself or himself in a different light? The car has a way of highlighting who we want to be instead of who we actually are. In this sense, the Cabriolet of the 1980s and 90s succeeded far beyond the Jordan Playboy of the 1920s, because the Cabriolet itself said what Jordan relied on ad copy to say.
As a car, the Cabby is moderately interesting. The Mk I VW Golf (Rabbit, to those in the U.S.) was a hugely influential design, one that leapfrogged Volkswagen from the 1930s into the 1970s in a single amazing jump. The car had the good fortune to hit the U.S. market as a 1975 model, just as gas prices were rising and small cars were becoming the new normal. In one small segment, however, VW was still stuck with a vehicle well past its freshness date–the convertible.
In the U.S., the VW convertible had been almost a cult car. Never as common as its closed-roof (or sunroof-equipped) brothers, the ragtop had been a perennial in the lineup from very early on (1948, according to one source). Unfortunately, the old Beetle was running on borrowed time, and U.S. emissions laws (and Americans’ desire for such creature comforts as air conditioning) were pounding the nails into its casket even faster. The Rabbit had rescued the VW line in the United States, but convertible lovers were still stuck with the increasingly anachronistic old Beetle. I once worked with a fellow who traded his ’71 Karmann Ghia convertible on a 1980 Beetle convertible–triple white, just like the feature car–and he was a hit everywhere young-ish women congregated.
The Rabbit/Golf-based convertible arrived in the U.S. for the 1980 model year, which was also the final year of the Beetle ragtop. The entire car actually was built by Karmann in their own factory. Although VW supplied most of the parts, all unique body parts and stampings were from Karmann. Also, if we are going to be hyper-technical, the car is designated as a Type 155 (according to the knowledgeable folks at cabby-info.com). Although the car came late to the lineup, it compensated for that in longevity by continuing to be offered in VW showrooms into 1994. The car was a moderate but steady seller in the U.S., good for 9-12,000 units annually for ten years. Sales tapered off only during its last five seasons, when the car was clearly showing its age.
The Cabriolet immediately struck a chord with female purchasers. In fact, in the 80s or early 90s, almost every female VW owner of my acquaintance owned one. One such owner was my next door neighbor, a divorced mother of two girls. She loved her little black Cabriolet, and kept it even after replacing it with something newer and more practical. Only later, and very reluctantly, did she finally let go of it after coming to realize how much money it would take to turn it back into the car she fell in love with. I believe that her second husband was at work there with the “c’mon, honey, be practical.” I am happy to report, however, that she went back to the well a few years ago with a new navy blue New Beetle convertible. Though she liked the more modern car, she never loved it the way she loved the little Cabby.
As for this particular car, is it a 1986? I really have no idea. These can be found equipped with a wide array of wheels and upholstery styles. Also, these wheels were often seen in the 1983-86 era. This one is certainly a Wolfsburg edition (given away by the circular badge on each front fender), and just as certainly a pre-1988 version (given away by the older-style bumpers). Otherwise, I will happily defer to members of the Curbside Commentariat who may be better versed in Cabby minutiae than I. Anyhow, for what this car represents, does it really matter? I am not sure it does.
The Cabriolet’s success was that it really gave women what they truly wanted instead of what others (mostly men) thought they wanted. The Cabriolet brought to mind (and brought out) the freedom, beauty, fun and sex appeal that every woman knows is part of her personality. That these cars never had a lot of appeal to guys was never a big deal to the girls who drove and loved them–nor should it have been. Did VW set out to make a chick car? I don’t suppose it really matters. For a good number of years (and in other models since), VW gave women what they wanted, and in no way is that a bad thing.
In the 1990s in Miami, I had a friend and coworker who owned a triple-white VW cabriolet much like the featured car (only his was a 5-speed in pristine condition). And yes, we teased Frank about his “sorority girl” car. In retaliation, he called my CRX a circus midget’s car. The VW was usually parked outside in front of Frank’s apartment. One morning he went outside only to find his door picked open and all four white leather seats missing. He had to drive around sitting on milk crates for a couple of days while making arrangements for a temporary car.
Chick cars… somewhere at the end of the ’80’s I became aware of this term. Also came with it the term of the (male appendage) car. Usually directed back then at most muscle cars, then eventually 4X4 trucks. I got to hear that term directed by my sister at a Firebird I was working on for a customer. She drove a white Wolfsburg Edition Scirocco she dearly loved.
Women seem to find what they want in a car without help from marketing. Back then it was Volkswagons, Ford Probes, four or six cylinder Mustangs, or maybe Honda Preludes. Not sure what they’re into lately.
Toyota RAV4s mostly, and Highlanders and Lexus RX’es, if my neck of the woods is any indications. The girls still like their VW ragtops, but I (upper-middle age male) would have no problem driving one either.
I sense the Dodge LaFemme was created by pre-Mad Men older dudes in a smoky boardroom, for whom it never occurred to seek input from any actual double-X-chromasomed people.
I’ve been married since ’93 and hardly know what my wife wants, let alone other women. They seem to be into everything from pickups to sporty cars to SUVs to minivans. I don’t see many on fully-dressed Harleys or in “extreme” pickups. I haven’t known any women who were really “car people” though. My wife is practical and wants whatever is already paid for. She does like newer Chargers though but doesn’t pull the trigger on purchase. She is used to having a reliable car with minimal cost for maintenance. (Secret: I actually maintain her car. Sometimes it costs money. She thinks it’s magic.) My wife wouldn’t be caught dead in a Cabriolet. Too small, too low. To expensive to fix. But I’m glad she likes basic stuff because that is about what I can provide. And that’s become harder to do as the unfixed injuries pile up. But such is life. Shoulda been born rich instead of so good looking, as my mom used to say.
But what makes a car a “chick magnet”? Some gentlemen doing construction on my house say mine is. At my age I have no idea what they are talking about.
VW has always had a penchant for producing “chick cars”, it seems.
Several chicks in my high school had a white Rabbit Cabbie back in the day, provided by their doting wealthy parents. No guy would have been caught dead driving one, then or now.
And with its New Beetle, VW assured a high estrogen quotient when it included a flower vase attached to the dash. All but guaranteeing — again — that no guy will ever be caught dead driving one.
When my sister-in-law bought a New Beetle in 1999, my nephew, who had only reached driving age a year before and was driving an old Sentra, swore up and down that he wouldn’t be caught dead driving his mom’s VW even if his own car broke down (her car not only had a flower vase on the dash, it had eyelashes on the headlights). My brother (his father) and I took him aside and told him how, much to our eternal embarrassment, we had to borrow Dad’s white/blue/white AMC Pacer when our own cars were laid up. Therefore, shut up, kid, and suck it up – it still beats walking.
Such unintended misogyny here.
I get it, we stereotype to make life easier on ourselves. It is easy and quick to make assumptions (often correct ones, by the way) about people. However, we are talking about cars here. Cars, no matter what you may believe, do not have a gender, nor do they expressly appeal to either gender. You will always see the manliest man driving a car that is dismissively called a “chick car” or a very feminine woman piloting her lifted 4X4 with pride. Last check, nobody drives using their genitals.
It seems that overall, women tend to pick more practical vehicles, and go for either very small or very large, depending on family needs. Men tend to go with whatever is most showy, loud, shiny, or ostentacious, rather than practical if possible. Family folks go conservative and go for what works for hauling kids, while singles and empty-nesters tend to go for cars that may not be practical but fun, like convertibles, 2 seaters, or similar. But even then, you see people drive what they like and can afford.
Anyone comfortable in their own skin drives whatever pleases them. Anyone uncomfortable in their own skin calls things like a VW cabriolet a “chick car”. And yet, they often secretly long to drive one….
I liked the simplicity and lightness of the Gen 1 Rabbit but never liked the convertibles because the hatch was an important feature, including the day when I carried my home tower speakers out and put them in the back to see if they would work with the KP-500 powering them (yes, the whole block knew).
In middle age, I was shopping at a slightly upscale strip mall, and when I came out of a store there was a woman of a certain age, all fixed up, getting into a New Beetle convertible, agua IIRC. I made a brief comment on how nice the interior was (spotless and showroom) and she put her arm around the passenger seat and looked up from under at me and asked if it didn’t all make an appealing package, her and the car and her little dogs in the back?
I was affirmative and cordial but backed away quickly. There is a feeling of being an item on a checklist sometimes.
Well whether the chicky babes likes it or not VW spawned rival cars that looked the same, Ford Escorts had a ragtop version and Mazda did one in Famila form,
Then Peugeot revived the steel folding top the had in the 30s and VW followed along with their effort Opel did one of those too, that took over from these Cabriolets
My wife always liked renting Ford Probes from Hertz, and I understand some of the design decisions were made on appeal to women.
When I was in high school – late 80’s – the head cheerleader Buffy (no joke) had one just like the featured car. Another popular “chick car” in the early 90’s was the Chevy Sprint/Pontiac Firefly/Geo Metro convertible.
Interesting .
In 1996 after my divorce I decided I needed a newer & better looking car to begin dating again and soon bought a red ’82 Rabbit Convertible that had been totaled three times, the last time they really did poorly on the core support but it ran fine ans from the cowl back was all like new and tip top .
Sadly, I discovered these came with the 1600CC engine (! WTH ?!) so even after re doing the suspension and better tires it never was a fast car .
Fun though and yes, all the many ladies I squired ’round in it loved it .
Eventually I wound up with a brass cupcake psychotic woman who liked it so much she got me to buy her a triple white ’86 she drove right into the ground .
Fun cars if too slow, I should have bought a MKI Rabbit two door GTI .
-Nate
This was a popular car with the surfer kids in Orange county (CA) on the 80s. Top down surfboards in the back.
The car, as a car, is my attraction. Attraction in that, this car, that was all over the place back then has pretty much disappeared from the roads. I can see more Beetles parked on the streets than any Rabbit. I know Beetles are desired more but then Rabbits are far newer. So not desired? Poor longevity?
I worked for VW in the 80/90’s in Southern California, mostly in areas like Santa Monica, Thousand Oaks, La Canada, and SFV. Indeed the Cabriolet was the young upscale girl/women’s favorite pick. The all white special editions, or regular editions in white were the most sought out models. Sweet 16 and graduation time were Good times for the salesmen. MK2 Jettas were probably about 60% female buyers as well.