When Electric Cars Were for Women

The marketing of early electric cars highlights a historical gendered approach to technology adoption that is being revisited in modern EV design.

In the early 20th century, electric cars were marketed toward women due to their quiet operation, cleanliness, and ease of starting, contrasting with the loud, fume-emitting hand-cranked gasoline engines. Companies like General Electric produced advertisements featuring women with their electric cars and charging stations. Fannie Goodnow, an early adopter, owned a 1908 Bailey Victoria Phaeton and used a GE mercury-arc rectifier charger. The mercury-arc rectifier, invented by Peter Cooper Hewitt and advanced by Percy H. Thomas, converted AC power to DC for charging. S.R. Bailey & Co., originally a carriage maker, transitioned to producing electric vehicles in 1906. Early electric cars faced battery challenges, including Thomas Edison's initially problematic alkaline battery, before improving by 1910. The Bailey Victoria Phaeton with a standard battery cost $2,000, offering a range of 64-80 kilometers.

Early electric car manufacturers strategically targeted women by emphasizing features such as quiet operation, cleanliness, and simple starting mechanisms. These attributes directly contrasted with the noisy and difficult-to-start internal combustion engines of the era, positioning electric vehicles as more accessible and convenient, particularly for female drivers. General Electric's advertising campaigns explicitly depicted women interacting with charging equipment, reinforcing this marketing narrative and contributing to the perception of electric cars as a suitable choice for women.

This historical marketing trend offers a unique lens through which to examine contemporary automotive industry strategies and consumer perceptions. As the electric vehicle market expands, understanding how gender has been historically used to segment and market automotive technology provides valuable context for current product development and advertising. The focus on ease-of-use and lower emissions in modern EVs echoes some of the original selling points, albeit with different underlying technological advancements and societal expectations.