All October, San Diego State was covered in pink, online as well as in the hallways.
This summer, Honda released a new car marketed directly to women in Japan. Honda’s new Fit She’s is a limited production car with a shiny baby pink paint job. The interior features pink stitched seats, and pink accents on the dashboard. The windshield has been marketed to “reduce wrinkles,” according to Japan’s Honda website.
The car has garnered attention in online forums and social networking sites. Many women and men have been commenting online with sarcastic and sexist remarks.
Some comments include “This is ridiculous and not in the good way,” “Does it come with a kitchen?” and “Wait, women can drive?”
Blogger Kaeli Gardner mocks Honda’s decision to put Ultraviolet cutting technology on cars marketed specifically to women comments on the car’s ulterior colors of pearl white and eye shadow brown.
“We’re not a narrow demographic, or a low-flying target you can hit by adding a coat of adult cute. We are consumers, the same as your male customers.”
This type of publicity backs up Honda’s decision to sell the car exclusively in Japan for the equivalent of $17,500, a price fitting a car marketed to stay-at-home moms.
Honda is not the first manufacturer to attempt to market cars solely to women.
In 1955, Dodge released a car in both white and pink shades. According to a 1955 edition of Popular Mechanics, the Dodge La Femme came with compartments for lipstick, hats and handbags.
Throughout the two years Dodge sold the La Femme, less than 2,500 cars were sold.
All that remains to be seen is if Honda will learn from the past and keep this “adult cute” car in Japan or test its luck and release it in the Western market.