In 1955, Dodge rolled out a pink-and-white car aimed squarely at women, complete with a matching purse. Buyers mostly shrugged. Seventy years later, a collector just paid $120,000 for one.

That is the story from Yahoo Autos, and it is a good one for anyone who loves a classic that was ahead of, or behind, its time.

Dodge Called It The La Femme And Sold Almost No One On The Idea

Back in the 1950s, American automakers were trying all sorts of ways to attract new customers. Dodge took a very unusual approach in 1955 by introducing a pink-and-white car designed specifically for women, with matching fashion accessories.

The car was called the La Femme. It was based on a full-size Dodge hardtop, and it came with everything from special upholstery to a matching handbag.

Unfortunately for Dodge, its idea of what women wanted in a car did not translate into strong sales. The La Femme disappeared after just two model years and became one of the strangest footnotes in Chrysler’s history.

A Rolling Fashion Collection, With A Rain Cape And A Lipstick Case

The La Femme grew out of Chrysler’s experiments with female-focused concept cars in 1954. Dodge then brought out the production version for 1955, built on the Custom Royal Lancer two-door hardtop.

Inside, the cabin had pale pink upholstery with patterned fabric inserts. Specially designed storage compartments held matching accessories, including a purse, a lipstick case, a rain cape, a rain hat and an umbrella. In effect, the car doubled as a rolling fashion collection.

Underneath all that styling, though, it was still a conventional full-size Dodge with V8 power. Buyers got the same basic American motoring experience, just wrapped in a marketing package aimed at a specific audience.

The 1956 Update Did Not Save It, And The Model Was Gone By 1957

Dodge gave the La Femme a refresh for 1956. It revised the colors and interior and removed some of the original accessories.

It did not really help. Sales remained disappointing, and the company decided to discontinue the model before the 1957 model year.

Estimates suggest that fewer than 2,500 examples were built in total. Surviving cars are rare, especially those that still carry their distinctive factory equipment.

Now A Pink Dodge Just Sold For “An Astonishing” $120,000

Richmond Auctions recently sold a 1955 Dodge La Femme for $120,000 at its Fall Spectacular auction. That is more than twice the previous auction record for the model, which was $51,000, set in October 2015.

The record-setting car was offered without reserve and showed 55,372 miles on its odometer. It was finished in the model’s signature pink-and-white combination, with the color-coordinated interior that set the La Femme apart from ordinary Dodge hardtops.

The result looks even bigger next to what happened that same year in 2015. Another La Femme sold for just $29,700.

That helps explain why this well-presented 1955 example drew such serious bidding. What began as an unsuccessful marketing experiment has turned into a valuable piece of automotive history, and one collector was willing to pay $120,000 for the privilege of owning it.

For anyone who remembers when tailfins and two-tone paint ruled the street, the La Femme is a reminder of how adventurous Detroit could be. Automakers were willing to try bold ideas, and some of the boldest ended up the most memorable decades later.

Why A Flop Can Become A Treasure

Car people have long noticed that failures often make the best collectibles. When a model sells poorly, few are built, and the ones that survive become scarce. Add a quirky story and a dramatic look, and you get a car that stands out at a show like nothing else on the field.

That is exactly the La Femme’s story. The idea may not have won over shoppers in the 1950s, but its pink paint, its handbag and its lipstick case now read as pure period charm. What looked like a miss then looks like a time capsule now.

What To Know If You Love Classics Or Spot One At A Sale

If you ever come across a vintage car with a strange backstory, a few habits can help you size it up. Learn the model’s history first, because knowing what made it different is half of its value.

Check for original equipment. In the La Femme’s case, the source notes that cars still carrying their distinctive factory gear are especially hard to find. Matching accessories, original upholstery and documented mileage all add to the story a buyer is paying for.

Look at past sales before you bid, as the La Femme’s record shows. Prices that seemed high a decade ago can look modest later, and a car that sold for $29,700 in 2015 may be a different animal in a hotter market.

Ask questions about mileage and condition, too. The record car showed 55,372 miles, and a clear number like that gives a buyer something solid to weigh.

Finally, remember that an auction price is a snapshot, not a promise. A record of $120,000 shows what one buyer would pay on one day, and the same car could land differently in another room. Buy because you love the car, and treat any rise in value as a bonus.

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