To the “car-driving lady”

Inspired by the Americans, in 1927 Gottlieb Duttweiler was determined to make “automobile shopping” popular in Switzerland. His campaign was ahead of its time in being directed at women motorists.

Although the sales vans of the young Migros AG drive to the customers in the districts, for the well-off housewife, shopping there is unthinkable. She has most of her foodstuffs delivered to her home and sends the maid to the shop for small items.
Gottlieb Duttweiler is convinced that this will change in the foreseeable future. He knows that in America, ”car-shopping“ is becoming increasingly popular. Although the car is still a luxury item, in Europe even more so than in the USA, and car owners are not the sort of people who have to count their pennies, Duttweiler still believes that in times of crisis, everyone wants to save money when the opportunity to do so arises. He thus launches a campaign in 1927 in an attempt to win car drivers as customers.
He soon directs this campaign directly to the women, to the ”women drivers“ and the ”car-driving ladies“. But as the car-driving ladies are rather thin on the ground, he also addresses the ”non-driving ladies“. He advises them to encourage car-driving gentlemen ”to combine a pleasant drive in the city with a useful activity”.