# When Electric Cars Were Marketed Specifically to Women Early automotive manufacturers positioned electric vehicles as quiet, clean alternatives for female drivers. - **Source:** [Hacker News: Front Page](https://brifing.si/source/b07aa772-b1a0-4a76-aa18-719c6f9e2dde) - **Published:** 2026-10-31 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/c1f22c89-5fc2-420d-939d-a96571f5683c ## The Competitive Landscape At the turn of the 20th century, the automotive industry was highly experimental. Electric cars competed directly against steam and internal combustion engines. In 1901, production reached 7,000 vehicles, climbing to 181,000 by 1910. Manufacturers were uncertain which propulsion technology would eventually dominate the market, leading to rapid innovation and diverse design approaches. ## The Appeal of Electric Before the 1911 invention of the electric starter, gasoline engines required strenuous hand-cranking. These vehicles were loud and emitted noxious fumes. Electric cars offered a cleaner, quieter, and more convenient experience. By simply turning a key, drivers could start their vehicles without dealing with exhaust, making them highly attractive to specific consumer segments. ## Targeting Female Drivers Carmakers identified women as an ideal demographic for electric vehicles due to their ease of operation. Advertisements from companies like General Electric featured stylishly dressed women using charging stations. This marketing strategy aimed to differentiate electric models from the physically demanding and dirty nature of early gasoline-powered cars, positioning them as sophisticated lifestyle products. ## Technical Charging Solutions Early charging relied on mercury-arc rectifiers, which functioned as diodes to convert alternating current into direct current. Invented by Peter Cooper Hewitt, these units were essential for home charging. A typical unit required approximately 12 hours to fully charge a drained battery, reflecting the logistical planning necessary for early electric vehicle owners during that era. ## The Bailey Victoria Phaeton Fannie Goodnow, an early adopter, owned a 1908 Bailey Victoria Phaeton. Produced by the S.R. Bailey Co., this vehicle originally utilized an Edison alkaline battery. When those batteries proved unreliable, the company switched to Gould Storage Battery Co. units. The vehicle featured a 30-cell lead-acid battery housed in a wooden box suspended under the chassis. ## Performance and Pricing The standard Bailey Victoria Phaeton offered a range of 64 to 80 kilometers. It was priced at US $2,000, which is equivalent to approximately $73,000 today. This price point positioned it similarly to modern luxury electric vehicles like the Audi Q8 or BMW i5, catering to affluent individuals who could afford specialized charging infrastructure. ## Infrastructure Challenges Early adopters faced significant hurdles, particularly regarding nonstandardized plugs and cables. The Electric Vehicle Association of America, formed in 1910, attempted to establish charging standards to improve interoperability. Owners often had to carry spare plug adapters and cables during their travels, a logistical reality that resonates with the experiences of modern electric vehicle drivers today. ## Publicity and Promotion In September 1910, S.R. Bailey Co. sponsored a 1,600-kilometer round-trip tour from New York to Boston, including a climb up Mount Washington. This publicity blitz aimed to demonstrate the reliability of their electric vehicles. Despite these efforts, the rise of the Model T and internal combustion engines eventually marginalized the electric vehicle market for decades. ## The Edison Connection Thomas Edison worked extensively on developing lighter, more powerful batteries for the automotive industry. Although he posed for promotional photos with the Bailey Victoria Phaeton, he personally utilized a Detroit Electric vehicle. Edison was reportedly a poor driver, suggesting he likely relied on a chauffeur to navigate his electric car around town during that period. ## Industry Consolidation The S.R. Bailey Co. ceased electric vehicle production in 1915 after manufacturing approximately 500 to 600 units. The company could not compete with the mass-market dominance of Henry Ford’s internal combustion Model T. This transition marked the end of an era where electric vehicles were a viable, albeit niche, competitor in the burgeoning American automotive market. ## Historical Legacy Fannie Goodnow’s original charging station remained in situ until 2022, when it was donated to the Heritage Museums Gardens. This artifact serves as a tangible reminder of early technological adoption and the shifting priorities of the automotive industry. It illustrates that the challenges of infrastructure and standardization are historical constants in the evolution of transportation. ## Sources covering this story - https://spectrum.ieee.org/early-electric-vehicles — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._