Electric Cars for Well-to-do Women
17 artifacts in this set
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The staff at The Henry Ford
1914 Detroit Electric Model 47 Brougham, Personal Car of Clara Ford
Automobile
Clara Ford, wife of Henry Ford, drove this Detroit Electric. In the years before World War I many women chose electric cars because they started instantly without hand cranking and had no difficult-to-shift transmission. The superintendent of the Detroit Electric factory employed his daughter, Lillian Reynolds, to sell to women -- including Clara Ford, who drove this car into the 1930s.
Advertisement from LIFE Magazine for 1910 Detroit Electric Car, "This Battery Will Outwear Your Car"
Advertisement
Detroit Electrics used Edison batteries. Many advertisements, like this one from 1910, used the famous inventor's image and reputation to boost confidence in the car's reliability.
Advertisement from Pearson's Magazine Advertiser for Columbia Electric Vehicle Company, November 1904
Advertisement
This advertisement for the Electric Vehicle Company lists a number of body styles available to those "who demand and have the best of everything."
Automobile Bud Vase, 1920-1940
Bud vase
Early luxury vehicles sometimes contained bud vases for flowers. The flowers, whether real or silk, freshened up the interior. This pressed glass bud vase from The Henry Ford's 1922 Detroit Electric car has molded flowers on its sides.
Advertisement, "Your Rauch & Lang or Baker Electric is a Car of Pleasure," 1916
Advertisement
The automobile is a paradox -- a practical tool that plays host to both human needs and fantasies. Like car consumers, automotive ads seem to land somewhere between fantasy and reality, emotions and rationality. Many ads incorporate apparent opposites: fantasy can sell practicality, and vice versa. Sometimes the car has disappeared completely -- an emotional appeal prompts us to complete the ad.
Milburn Light Electric Car Advertisement, "Greater Beauty-- Greater Dependability," 1917
Advertisement
Between 1915 and 1923, the Milburn Wagon Company manufactured about 4,000 of these quiet, clean, stylish electric cars. They were considered perfect for women when compared to gasoline cars, which were considered noisy, smelly, and difficult to operate. But they could also be prohibitively expensive, slow, and difficult for climbing hills -- and they ran out of power much more quickly.
1911 Baker Electrics Advertisement, "The Product of 14 Years' Experience"
Advertisement
This 1911 advertisement praised the Baker Motor Vehicle Company's fourteen years of "invention and achievement" as an electric car manufacturer. Similar ads touted the vehicle's other advantages. Baker electrics were simple to use, reliable, safe, clean, and elegantly styled -- qualities implied by the ad's artwork.
1915 Baker Electrics Advertisement, "One-Half Ton Lighter . . . Not a Small Car"
Advertisement
The Baker Motor Vehicle Company advertised its light weight electric car in this 1915 ad. Similar advertisements touted the Baker electric vehicle as simple to use, reliable, clean, and elegantly styled -- qualities implied by this ad's artwork. By 1915, however, sales of "electrics" were in decline. Gasoline-powered vehicles with internal combustion engines were dominating the market.
1910 Baker Electrics Advertisement, "The Aristocrats of Motordom"
Advertisement
This 1910 advertisement praised the Baker Motor Vehicle Company's electric cars as the "Aristocrats of Motordom." The ad touted the advantages of Baker electrics. Their vehicles were simple to use, reliable, safe, clean, and elegantly styled -- qualities apparently desired by many well-to-do customers.
1910 Baker Electrics Advertisement, "The Social Prestige of the Baker Electric"
Advertisement
The Baker Motor Vehicle Company advertised its elegantly styled electric car in this 1910 ad. Clearly aimed at well-to-do women, this advertisement discusses only a couple of the vehicle's operational and mechanical features -- a noiseless shaft drive and ease of riding. Company advertisers believed these features were desired by the refined, society-conscious woman and would encourage the purchase of their automobile.
1912 Baker Electric Victoria, Used by Five First Ladies of the United States
Automobile
President William Howard Taft motorized the White House in 1909 when he purchased a steam-powered White, two gasoline-powered Pierce-Arrows and a Baker Electric. Three years later, Taft replaced the 1909 Baker with this 1912 Victoria model for the First Lady's use. It remained in use until 1928, serving Helen Taft, Ellen Wilson, Edith Wilson, Florence Harding, and Grace Coolidge.
Advertising Poster for Bordon Manufacturing Company, 1908
Poster
The automobile arrived at a time when American women were fighting for the right to vote and seeking expanded opportunities beyond traditional domestic roles. The car quickly became a symbol -- and instrument -- of this new freedom. Advertisers made frequent use of automobile imagery, and carmakers increasingly targeted their ads toward women.
Advertising Poster for Bordon Manufacturing Company, 1908
Poster
The automobile arrived at a time when American women were fighting for the right to vote and seeking expanded opportunities beyond traditional domestic roles. The car quickly became a symbol -- and instrument -- of this new freedom. Advertisers made frequent use of automobile imagery, and carmakers increasingly targeted their ads toward women.
Letter to Clara Ford from Anderson Electric Car Company, 1915
Letter (Correspondence)
Surprisingly, Clara Ford -- wife of Henry Ford -- drove an electric car instead of a Ford Model T. Early electrics were often marketed to women because of the cars' cleanliness and ease of operation. Anderson Electric, maker of Mrs. Ford's car, sent this letter hoping she might suggest a few friends interested in buying an electric vehicle.
1916 Milburn Electric Advertisement, "Milburn Light Electric...The Greatest Electric Success Ever Known"
Advertisement
Between 1915 and 1923, the Milburn Wagon Company manufactured about 4,000 of these quiet, clean, stylish electric cars. They were considered perfect for women when compared to gasoline cars, which were considered noisy, smelly, and difficult to operate. But they could also be prohibitively expensive, slow, and difficult for climbing hills -- and they ran out of power much more quickly.
1916 Baker, Rauch & Lang Advertisement, "Comfort . . . Recognized Everywhere as Society's Chosen Car"
Advertisement
The Baker R&L Company, a merger of two electric vehicle companies, created this advertisement in 1916. Clearly aimed at well-to-do women, the ad touted the vehicle's "comfort." Ample room certainly meant comfort, but the ad's text reminded the reader of another meaning, "a wonderful operating simplicity." Many electric vehicle companies used this simplicity to target sales to society-conscious women.
Child Charging a Rauch & Lang Electric Car in a Home Garage, 1917
Negative (Photograph)
Safety was a frequent theme in electric automobile advertising. Certainly, electric cars were safer to start than hand-cranked gasoline cars. But manufacturers also stressed that electrics were safe to charge. This illustration, from a 1917 Rauch and Lang Carriage Company catalog, vividly makes the point with a child holding the plug while mother turns on the power.