Brand Failures

Idea failures 65
At the Chicago Auto Show, the La Femme received exceptionally
enthusiastic response and it is enjoying similar response at special shows
and exhibits in other parts of the country.
Exterior color scheme of the car is Heather Rose over Sapphire White,
and there is a gold La Femme nameplate on each front fender, replacing
the Royal Lancer nameplate. The interior consists of specially designed
Heather Rose Jacquard Fabrics and Heather Rose Cordagrain bolster
and trim. The materials used, of course, possess the usual qualities of
durability, beauty, economy, and ease of cleaning.
The crowning touches which personalize the La Femme are its special
feminine accessories. Two compartments located on the backs of the
front seats are upholstered in Heather Rose Cordagrain. The compartment
on the driver’s side contains a stylish rain cape, fisherman’s style
rain hat and umbrella which carry out the Jacquard motif. The other
compartment holds a stunning shoulder bag in soft rose leather. It is
fitted with compact, lighter, lipstick and cigarette case.
Available only in the Custom Royal Lancer model, the La Femme can
now be ordered for March delivery. Naturally, a model of this type will
initially be built in limited quantities and will be handled on first come,
first served basis. Complete price information can be obtained from a
Confidential Price Bulletin, which you will be receiving within the next
few days.
I hope you will endeavor to see the La Femme at your earliest opportunity.
I believe you will agree that this unusual car has great appeal to
women, and that it gives Dodge dealers a ‘drawing card’ enjoyed by no
other dealer group.
Very truly yours,
L F Desmond, General Sales Manager Dodge Division
The experiment was a complete failure. The dealers that decided to order La
Femme found that the cars sat unsold in the showroom.
Unperturbed, Dodge tried again the following year. But still it had no
takers. Women found the crude attempts to attract their attention rather