A woman made the first long journey in automobile history. In 1888, Berta Benz (1849–1944) drove from Mannheim, Germany, to Pforzheim on the patented motor car developed by her husband. But the auto industry remained the domain of men for decades. In the factories, the seat covers were made by women, but the interiors were designed by designers. Men and engines – an inseparable link, especially in the USA.
However, after the Second World War, the women there became a client group that could no longer be ignored. While their husbands, brothers or fathers were fighting the Nazis in Europe, they had conquered many so-called typical male professions in the United States, gained skills and gained confidence. At the same time, women, who now considered themselves responsible for family and household chores, wanted to have a second car in their garage in addition to the family car.
Attract more customers
For Harley J. Earl (1893–1969), this was clear: cars had to become more feminine. The chief designer of General Motors is now considered the first true car designer and the inventor of the huge tail fins that adorn not only many US models, but also some Mercedes models. He was convinced that the right design was the most important factor for good marketing. General Motors (GM) will need female designers to allow female customers to issue their checkbooks. But GM could count them on one side. That’s why from 1955 he recruited graduates from the famous Pratt Institute in New York. During peak times, up to twenty designers created interiors, decided on colors and fabrics, and designed concept cars. The Earl freed them.
However, in 1958 they were only able to present their work in a private «Feminine Show». And meanwhile, many were working on new home appliances in GM’s electronics division. The group’s press department even disrespectfully marketed them as “Longings,” “Little Ladies in Design.” As early as 1959, Bill Mitchell (1912-1988) replaced the Earl and got the men back at the drawing table. Today, design teams across all manufacturers have long been balanced. But still, no female design director took over the post.