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Subscribe to RSSThe TODAY anchors, along with Billy Bush and Kit Hoover of "Access Hollywood Live," talk about the new Honda Fit She's, a car designed specifically for women that will feature a windshield to help prevent wrinkles and will come in the color pink.
The auto industry has traditionally been male-dominated but Honda has rolled out a new model it claims to have specifically designed with women in mind.
The new Honda Fit She’s is a pretty-in-pink version of the maker’s familiar subcompact that offers a few niceties the maker believes will specifically appeal to distaff buyers, such as a windshield designed to block skin-wrinkling ultraviolet rays.
But will women actually care? While the new Honda subcompact may be the only car currently on the road specifically targeting women there’s a good reason. Previous feminine offerings, such as the old Dodge LaFemme, met with little more than indifference and, in some cases, outright hostility.
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Priced at $17,500 – at current exchange rates – the Honda Fit She’s is currently available only in the Japanese market and it’s unclear whether the maker will roll it out in other parts of the world.
Like those vehicles handed out as prizes by Mary Kay Cosmetics, the dominant shade is pink, starting with the exterior paint and including the interior pink stitching and tutti-frutti-hued chrome bezels. If that doesn’t get the message across, Honda uses a pretty little heart to replace the apostrophe in “She’s.”
To Honda’s credit, the maker also has plans to offer the special model in an alternate hue that might best be called “eyeliner brown.”
The Fit She’s also delivers some other features women might appreciate. That includes the special UV-blocking window glass. Recent studies have underscored concerns that extended exposure to the sun while driving can be nearly as bad for the skin as spending too much time on the beach.
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The Honda Fit She’s also features a “Plasmacluster” climate control system the maker claims can improve skin quality.
The decision to offer the car in the Japanese market isn’t all that much of a surprise considering the country’s more traditional sex-defined roles. As much as half of all Japanese women stay out of the workforce and still more tend to shift to homemakers after getting married. But even for those women who do join the workforce, there is more of a divide in tastes than one might find in Western countries.
That has stifled efforts by European and U.S. manufacturers who previously tried to target products directly to women. Chrysler, for one, thought it had a winner with the 1955 LaFemme. The sedan featured special storage places for hat and purse – and the driver’s seat swiveled to allow a woman wearing a skirt to enter or exit the vehicle with appropriate modesty. Nonetheless, like the few other offerings openly aimed at American women over the years, LaFemme proved LaFlop.
One might think that the U.S. auto industry would be inspired by the Honda Fit She’s. After all, women now directly purchase over a third of the vehicles sold in the States, while data from J.D. Power and Associates suggests they “influence” as much as 60% of all vehicle purchases.
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Yet, just the hint of being a “woman’s car” can prove the kiss of death. Despite their tremendous flexibility and functionality, minivans lost much of their cache, noted Nissan marketing executive Tom Smith, when they become known as “soccer-mom vehicles.” Chrysler tried to counter that image when it released its latest version of the Dodge Durango by dubbing it the “man van,” but with little success.
Volkswagen blames the fall off in sales of the so-called “New Beetle” to the fact that the vehicle became known as a “chick car.” Jonathon Browning, head of Volkswagen Group of America, says the maker specifically wanted to make the latest version of the Beetle, introduced a year ago, “look more masculine.”
That doesn’t mean makers are ignoring the needs of women. Both Ford and General Motors, among many makers, have established groups of women designers and engineers who specifically consider the features and attributes of new products looking for ways to appeal to feminine needs – and avoid problems that might not be apparent to their male colleagues.
That might include door handles that can snap off long fingernails. And a number of new vehicles now feature larger center storage bins able to handle a pocketbook – while men get the added benefit of being able to tuck away their iPads and other electronic goodies.
Some makers have also introduced new colors that they believe will have bigger appeal to women buyers – though whatever their sex, studies by paint suppliers like DuPont Automotive show that silver, black and white continue to dominate.
So, while automakers clearly want to win over women shoppers, few are likely to follow Honda’s lead, especially outside of Japan. In most of the rest of the world, women car buyers just wanted to be treated as one of the guys.
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Are you kidding me? A new toy for the female rich and famous, that's about the size of that.
Is it called "She's" becuase they don't know that the posessive is "Her or Hers"? Mary bought she's car because it fit she's lifestile.
Female rich and famous? The car costs $17,500. New cars don't get a whole lot cheaper than that these days. Pretty sure the rich and famous can afford a lot more car than a pink Honda Fit.
I sure hope it comes with "Binders" standard...
From everything that the left is saying these days, this car could be real popular with woman if it came with free birth control pills and every abortion clinic was listed on the GPS. I'm beginning to think that those two issues are the only thing woman care about.
Feminist groups in the U.S. would file lawsuits if it were offered here.... or now that it exists they'll probably sue U.S. auto makers for NOT offering them.
JH and pjam clearly educated by the school of Rush when it comes to liberals, feminism and women.
On the contrary--it's the only thing male, right-leaning politicians talk about. You can't seem to get enough! We wouldn't even bring up the subject except for the sad fact that we have to constantly remind you morons how the female reproduction system works, not to mention defend our rights and explain what "rape" means. The unbelievable stupidity of your constituency is truly mind boggling, and if you think we're going to be quiet and let it slide, think again.
Back to the subject at hand--I'm getting pretty annoyed with these overtly stupid marketing ploys to appeal to women. I hate the color pink and I don't own anything with a heart on it. This is about as dumb as the "Bic for Her" pens. How about just making ALL windshields UV resistant--men care about wrinkles and skin cancer too, believe it or not. The last thing we need is another wedge in the gender gap.
I just saw Ellen's "plug" for the Bic for Her yesterday, so now I'm wondering if she'll do the same for this. Stupid name, awful color, everyone needs protection from the sun's rays, and if they want to market to women, they need to think leg to pedal ratio, especially clutch, so you don't have to scoot the seat all the way up to the steering wheel (my only complaint with Standard Honda's).
It seems to me that woman need more training on how the female reproductive system works. Many woman don't seem to understand the relationship between sex and pregnancy and it certainly isn't a right to have free contraceptives. I don't see anything in my health insurance providing free condoms and I can't even get reimbursed for them under my flexible spending account. It's mind boggling that people like you stereotype all men and all republicans based on the acts of a few. You also pretend to represent all woman.
This car will probably need an oil change and some Midol every 30 days or it will act up.
Why shouldn't women care about the issues that matter to their bodies, like men care about their own issues? When men are locked into chastity belts starting at age 10 so they can't ever masturbate or have sex, openable only after they are legally married by their wife each night (if she so pleases), then men can start telling women what to do with THEIR bodies. Until then, men want the right to slaughter the unborn, denying life to billions every year through masturbation, so they have no leg to stand trying to tell women what to do! (Just think; if your father had masturbated, none of you would be here...)
Yes, please do educate us silly stupid women how our reproductive system works. Tell me more about those "secretions" that prevent pregnancy if I'm raped, and explain to me why it's all part of God's plan, and how modern medicine has eliminated any medical reason to pursue an abortion. Since us lowly females are so clueless about our own bodies and baby-making, I guess that explains why conservative politicians have so graciously deigned to tell us how our body works and should be treated. Get a grip! If you're advocating for better sex ed in schools (read: NOT abstinence-only education) I could agree with you there--but it takes two to make a baby (at least it did last time I checked, but what do I know? I'm just a stupid woman), so I'm not sure why you're leaving men out of your rants about the need for reproductive education.
Seems to me that these male politicians need some Sex Ed lessons, not women.
And--if you want free condoms--all you have to do is walk into ANY Planned Parenthood and take some from the bowl they always have out on the counter. No questions asked. It's really that simple. Figure out your own body before you and your party start trying to tell me what to do with mine. And it's not just a FEW of you male republicans : It is a major part of the Republican Platform to outlaw abortions, even if that means shutting down clinics that mostly provide basic healthcare exams for people who can't afford it anywhere else.
And then you can tell the Millions of American Citizens who are alive today who are the results of rapes and incest, that they should all be killed...
And Most Republicans who are opposed to killing children, would simply prefer not to be asked to pay for it, for you...some of the rest of are secretly happy, that there be one less Liberal in the world that our Kids will have to support
*sigh*. HYDE AMENDMENT, HYDE AMENDMENT, HYDE AMENDMENT! Please, please--educate yourself. You don't have to pay for it, no one is asking for you to pay for it, so please stop kicking that decaying horse. (Also, I think you meant "fetus", not "children", but I'll let that one slide). And if you are so intent on eliminating all liberals so you can finally have your one-party theocracy, then don't you think the best way to go about that would be spreading contraception far and wide? 'Cause all us libbies care about is having unprotected, gratuitous sex without care or worry of consequence, why not just nip it in the bud?
Don't even pretend like you and your party care about "children". Sure, you're against abortion, but once the baby is born you don't give two @!$%#s about it. Until you're willing to funnel tax dollars to education and healthcare, all you're doing is perpetuating the welfare cycle.
*Sigh* right back
Can you say, Universal Mandatory Health Insurance, that is required by the same law to meet Mandatory Federal Minimums, in which people who cannot pay for it will have it paid for by, US Tax Dollars...You can hide the facts, in the details all you want, it doesn't make them dissappear...tell me you are opposed to insurance coverage of abortions and I withdraw my comment. And Fedral Funding for Planed Parenthoodand and the destinction between Federal Funding for Abortions, is which side of the cash drawer the money sits...seriously, just be honest
and actually If I were a Republican, I'd fall into the second category...as a Social Libertarian, I'm not allowed into either party...for all I care, you can pitch your tent infront of PP so you don't have to take the bus, until the dumpsters are all over flowing...I really don't give a damn what you do with your body...
But I guess I still have more respect for Women than some of them deserve or want... I was unaware that the fairer sex, were incapable of caring for their own needs and that of their children...
Maybe that comes across as a little harsh, but your comment about my concern for children has left me very little key board left to type on
I just almost spit coffee out on my computer from laughing so hard. Since WHEN do insurance companies cover abortions?! Unless it's medically necessary, (and probably not even then) they do not, never have, and I assure you--as someone who worked for a private health insurance company for two years as an underwriter--they never will. As a rule, insurance companies will fight you to the death before they cover any elective procedure. Even * if * insurance companies covered this, and a woman used government subsidized insurance to pay for her abortion, don't you think that's a better alternative to her having a child she can't afford and sucking up a lifetime's worth of your tax dollars? Seriously, your thinking is so ass backwards I don't even know where to begin.
Why don't you just be honest and admit you have no idea how the health care system works. Don't be ashamed, most people don't. But you really shouldn't stick your nose up womens' birth canals when you don't understand these things.
That comment, and previous comments, only prove you have NO respect for women, or children. I'm wondering if you give a @!$%# about anyone except yourself and your tax dollars. Sorry if that sounds harsh--hate to make you damage your keyboard some more, but that's how you've chosen to align yourself, might as well accept it.
http://www.ehow.com/about_6631850_abortion-health-insurance-coverage.html
http://wiki.answers.com/Q/What_health_insurance_covers_abortions
http://wiki.answers.com/Q/Does_health_insurance_cover_abortion
http://online.wsj.com/article/SB10001424052970203706604574374873797534360.html
Honesty is always the best policy... again, at what point did when get to a point where it is someones base belief that it is the responsibility someone else to take care of them...I take care of my wife, and my kids...as my mother and father did when I was a kid...as they were by their parents
I have no doubt that they fell on hard times (at times) and needed help, and I assume that they received it... But I'm pretty sure that they never believed that is was owed to them or that somehow they were not responsible for their actions...my keyboard will be fine, I'm sure there is somekinda new government program to replace it for me
Simply mind boggling... If there are any other women on the board tonight... could you please let me know If I missed the whole we are tired of being independent movement?
bonos_rama wrote "When men are locked into chastity belts starting at age 10 so they can't ever masturbate or have sex"
You're unfamiliar with the anti-masturbation movement in the US from the late 1800's. To this day, 33% of infant boys have the most sensitive part of their penis removed without a medical justification more than "A parent prefers the appearance". "It's probably cleaner." "A boy's penis to have the same sculpted look of dad's penis."
I'm sure if US women were systematically subjected to the removal of their clitoral hoods, they would also object. Oh wait, that's been banned by Federal law since 1996.
Nice try--not sure what the links do for your case other than state the average cost of an abortion and listing the states which have laws against insurance companies covering them. ALL STATES have abortion coverage limitations on health insurance, many won't pay at all--and again, I'm using professional experience here, not random crap from google--the insurance company WILL NOT cover an elective abortion unless you fight them tooth and nail. They might claim to cover "part of it", as in--the office visit, or complications that might arise from it--but not the procedure itself. I saw that claim get bounced so many times it would make your head spin, and I'm sure you'll be thrilled to hear that those women were PISSED. It's no secret that insurance companies will deny your claims any chance they get, I don't know why you think these companies are rushing to the aid of poor women. Poor women are their easiest targets!
You know, I would think you'd be glad to hear this news, since it's what you want--but I can see that you're not interested in the facts, you're simply interested in being right.
I'll humor you though. Let's just say you're right, and insurance companies cover all abortion procedures, and poor women get pregnant and terminate using federal tax dollars. You've made it clear you're not concerned about the children of "liberal" welfare mom's after they're born--you only care about where your tax dollars go. I can assure you that funding abortions will be FAR, FAR cheaper than covering the cost of raising a child, and--in all likelihood said child born into poverty will need public assistance as an adult--through adulthood.
You know, that's the problem with you and other ungrateful people like you. You think all poor people are irresponsible and WANT to stay poor, and think everything is owed to them. Aren't you lucky Mr. Silver Spoon, to have no idea what it's like to be on public assistance. The shame most people feel, the humiliation, the desperation. Of course you'd never listen to those stories--you are only interested in the corruption to prove your point. Who cares for facts when you can take the welfare criminals who make headlines and use them as an excuse to hate entire socioeconomic class? Let me tell you something--YOU are far more entitled than any person on public assistance I've ever seen. You go on and on about personal responsibility. Isn't that great. Whatever happened to social responsibility? Not ONE DAMN THING that you have did you truly get on your own. None of your accomplishments are entirely yours. You are beholden to thousands of people--teachers, doctors, soldiers, construction workers, policeman, fireman, who do their jobs every day so you can be safe, comfortable, fed, and educated and continue to live your plush life in a first-world country, and yet you think you owe them nothing! I defy you to go to a country where there is no public assistance available, no welfare system, and see what it's like to live there.
I'm not sure why, but I like you...you have a position, and are willing to defend it...you obviously have a picture of who I am, that so far from who I am, and where I came from, that I'm almost flattered
Yes, we live in a Society, and yes, none of use got to where we are without interacting with it...some of us strive to support that society, or atleast not drain the resources from it, that are designed to help the truely needy...and some of don't... yes there is some validity to your arguement that providing abortions for people who cannot afford to children will save some resources, but that is only a tiny step from, requiring the poor to have abortions...a step I'm not ready to accept...
But I'm afraid if we have gotten to a point, where a significant portion of our population believes that they cannot improve themselves with out Government Intervention...the battle is probably already lost
MullahOmar is that you? Do you pick out your wife's burqua? Are your wife and daughters allowed out of the house. Did you educate your daughters? After awhile do the women of your household stop flinching when you when you raise your hand quickly? I know your confused because in your world women are not allowed to drive.
umm...when i first saw the picture, it reminded me of a playtex tampon applicator. so NOT the sort of thing i want to drive around town in!
And let's not forget the name - the Fit She!? WTF? Rhymes with 'fitchews' or 'bitches'?
Almost as good an advertising gambit as promoting the Chevy Nova ('It doesn't go') or the AMC Matador ('Killer') in Latin American markets. . .
It's the worst kind of tokenism. A self-respecting woman wouldn't drive one if they paid her.
Does it have a b*tch slapping device that can be activated by a button if you anger the driver? Or is that an added accessory? Should be a standard accessory.
This blog is about womens car and it didnt take long to turn it to birth control and abortion, and politics. Plz people stay on subject.
There are some men that will buy it if it is brought over here to the U.S. I'm thinking specifically of those living the "alternate" lifestyle in places like San Francisco.
Mr.Putz, what percentage of gay men would be interested in this car, in your opinion?
I do not find it surprising that cars built for women in mind flop. The publishing industry has known this for years. Books written for girls will be read by girls only and books written for boys are read by both sexes. So to get a wider appeal, more books are written for boys than girls.
I think the same could be generalized about cars manufactured for women. The sales would be limited to women while cars manufactured by men will continue to be purchased by both. Where I live pickup trucks are popular by both men and women. Traditionally thought of as a man's vehicle, many women purchase them also.
I think that most cars have not had the gender bias promoted in the past, other than a vehicle being "ram tough," but even women like them. If I were making the decision on car design, I would try to make them as gender neutral as possible. But that is just my opinion.
I would buy a vehicle designed with women in mind.
You know, one that is designed and crash tested for people shorter and lighter than the average male.
I agree MsWheezer. I find this particular vehicle insulting. I loved pink when I was a little girl and wanted to be a princess. I liked hearts when I was a teenager dreamy of falling in love. But as a grown woman, I'm well be beyond fairyland. The car they mentioned from the 50's was less insulting and more practical than this one.
It's much smarter to design a car with women's specific needs in mind, without painting it pink. Like you said, designed to accommodate shorter lighter physical frames would be nice. Things that help with multi-tasking would be nice. I do think a convenient place to put your purse/briefcase would be great, too. And all these things would appeal to a segment of men too, and they wouldn't have to feel like they're driving something for women.
I could say something about features, like a really big makeup mirror instead of a rear view mirror, but, no, why not build are car that might market well to women? They are a majority of the population aren't they?
Ralph wrote "Books written for girls will be read by girls only and books written for boys are read by both sexes. So to get a wider appeal, more books are written for boys than girls."
Self-help books for men and women are still read by women. The publishing industry has figured out that women really enjoy books that help them realize that everyone else is at fault. Where are all the good men ?
Mrs Wheezer, I agree. Making a car whose safety features can accomidate the average woman would be nice. I would rather increase my survivabilty than have a freaking skin conditioner. Aesthetically that pink color is awful, I can't imagine who that might appeal to.
I did like the idea of door handles that don't break my fingernails. I don't have gross long nails, but anyone who has broken a fingernail getting into the car knows how painful that is.
Besides that, yes a car that made for women's safety in mind is something I would buy. I don't need fancy UV windshield or skin conditioning air...I would like to be able to reach the pedal, see the gauges over the steering wheel and not feel like I'm sitting so close to the airbag that if I got in an accident it would break my neck.
Any idiot that took high school physics already knows that ordinary glass blocks UV rays. Try again Paul.
Nope. Not the case. Try again, i3igpete.
Yep, Pete's talking out his butt. I'd like me some of that UV glass in my cars, and there's nothing feminine or gay or anything else involved. That stuff would go a long way to slowing deterioration of the interior soft materials.
If they can make a car with UV blocking windows they should put them in every care - men get skin cancer and wrinkles too! And I hate pink so I would never buy a pink vehicle whether it was made for a me or Rambo.
You can add UV blocking to any car - Ceramic Tint. You can even use clear ceramic tint on the windshield. It's pricey, but blocks 99%+ of UV and will keep your car cooler too.
I don't know but I would KILL to get my hands on a MINT CONDITION Dodge LaFemme. The heck w/ this little Honda POS.
https://www.google.com/search?q=dodge+la+femme&hl=en&prmd=imvns&tbm=isch&tbo=u&source=univ&sa=X&ei=qsmKUJnSGqWr0QWmj4GgDQ&sqi=2&ved=0CC0QsAQ&biw=1067&bih=589
Yeah, never heard of it before, but that's pretty sweet.
Now THAT'S a car for a female. Sexy, classy and not over the top pink. To me this new car is pretty offending, not everything 'made for females', has to be pink and small. I stopped liking that color when I grew up.
WTF! For one thing the car is ugly and the color is awful. A windshield to block uv rays to prevent wrinkles. What men don't get wrinkles? I would like to know what the designers and engineers at Honda were thinking? Sexist, that is a big YES.
I'd like a car with a hood that's easy enough to open without snapping my finger-nails off... geeez. Make a good safe reliable car that doesn't cost a fortune to purchase, drive and maintain. Simple. Women won over. How easy is that?
I'm surprised they didn't include a large makeup mirror... I see plenty of women drivers trying to do that while on the freeway. And judging from the Asian women drivers in California, they needn't have bothered installing turn signals.
"Honda introduces car designed just for women"
Does it have a phallic device built into the seat?
I'm assuming it only comes with an automatic transmission, lipstick instead of a cigarette lighter, an illuminated vanity mirror in each visor, leather-wrapped door handles, a heated and cooled seat that is also a body massaging device, and the two remaining pedals (accelerator and brake) have been replaced with a tub to soak their feet.
Women can have it, Pink is their possibly prefer color.
No, no, no, Ed. The exterior can be any color, but - as all men discover - all pink on the inside. . .
Am I a woman? Oh, yes, because I have a big pink car that reminds me that I am!
I love you Honda but I already have enough evidence to prove that I am a woman, don't need a car to tell me so.
I don't get it. None of their extras make any sense to me. If they really want a car that appeals to this woman, they'll make a cracker-crumb resistant back seat and a front seat that has no cracks that will swallow my debit card.
Are only women concerned about UV exposure? After 6 surgeries for skin cancer, I would welcome UV-blocking glass all around in a car. Yes, I'm a guy, and no, I won't drive a pink car.
PS: why the girl avatar?
It should have been called the "Flukemobile" and made whining sounds when running to Walgreens for taxpayer funded "free" birth control.
Someone needs to get laid.
The GOP is against good access to birth control but then if woman does get pregnant and is not in a position to afford a child she's not supposed to have an abortion but carry it to full term and deliver it and if she can't afford to raise the child she's sh*t out of luck....do I have that correct?
Ah, don't ya love the I GOT MINE YOU GET YOURS! party of NO!
Oh, and no thanks Honda. Bad design, bad color, bad idea.....
When men stop getting viagra like free candy and every man who fathers a child takes responsibility for him/her- THEN, and only then, do you have any right to even mention birth control.
HaHahahah.... ya gotta be kidding.....
Years ago a guy friend and I both owned Toyota Celica ST cars. I later found out online that the ST stood for "Secratarial Transport." We were horrified. My friend sold his car within 2 weeks.
Actually, I believe it stands for 'Sport Touring'.
You can't believe everything you see on the internet.
What a load of crap.
Oh, look! It's a Barbie car! Ick.
What is this sudden craze to make everyday objects sex specific? What's next, lightbulbs just for women?
I wouldn't want to drive a grammar error. She's? Really??? I don't need a pink car to remind me I'm a woman. Doesn't everyone want potection from UV rays?! This is stupid.
I wonder how they will sell in San Francisco.
Does it have a built in tampon dispenser?
I thought that back in the late 80s Ford had already designed a car just for women, it was called the Probe.
.