2013 Honda Fit She's Debuts, Recalling Ghost of 1955 Dodge La Femme


  • 2013 Honda Fit She's Picture

    2013 Honda Fit She's Picture

    The 2013 Honda Fit She's is one of eight special-edition Fits recently released in Japan. | November 30, 2012

4 Photos

Just the Facts:
  • The 2013 Honda Fit She's, a pink car designed specifically for women, has debuted in Japan.
  • Pink Gold Metallic is the theme color.
  • It is one of eight special-edition Fit spin-offs for the Japanese domestic market; there are no plans to sell the pretty-in-pink Fit in the U.S.

TOKYO — The 2013 Honda Fit She's, a pink car designed specifically for women, has debuted in Japan.

While it looks like the dream car for purveyors of Mary Kay Cosmetics in the U.S. — top sellers are often rewarded with pink automobiles — there are no plans to sell it here.

Surprised at Honda's gender-specific Fit? Don't be. Automakers in Japan quite often target women drivers with small cars that are deemed "kawaii" (cute), but Honda has clearly gone a step further now with this tricked-up Fit and, of course, that badge.

As it turns out, the She's not specifically girly. Yes, there's the pink exterior color and inside, some neat heated seats. The She's also gets the latest style of Fit auto-leveling discharge headlights. And you can order your She's in a number of forms, with 1.3-liter gas engine or 1.3-liter hybrid, with stickers spanning some $17,580-$21,559.

It is, in fact, one of eight special-edition Fits recently released in Japan, a move designed to give the Fit a late-life lift in the sales charts. An all-new Fit will debut in 2013.

Honda, of course, is no stranger to unorthodox marketing. It's produced a number of cars specifically for dog lovers in Japan and a few years back, introduced a new small minicar with the perplexing name of "That's."

Suzuki is another automaker that has sought the female vote, previously launching a car called the Alto Afternoon Tea. Mitsubishi creatives once came up with the Minica Lettuce.

But with the She's, Honda has scooped them all, the new car even making it onto CNN. On TV and online, such is the startling level of interest in this little pink car.

U.S. automakers generally shun pink-mobiles. Of course, there's the exception of the 1955-'56 Dodge La Femme, a customized Dodge Custom Royal Lancer that featured pink paint palette, a standard matching purse with matching lipstick and cigarette cases — along with a standard raincoat, rain bonnet and umbrella in a rosebud pattern.

Chrysler says about 2,500 Dodge La Femmes were produced during the 1955 and 1956 model years.

Edmunds says: Honda demonstrates the power of pink.

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