“The Car of Simplest Control,” Saturday Evening Post 177 (May 13, 1905): 23. This advertisement reflected a common distinction based on gender. Whereas the press celebrated a male sense of risk-taking, women were frequently pictured in advertisements as content companions or calm drivers to convey the impression that the car was easy to operate.

From Trust and power : consumers, the modern corporation, and the making of the United States automobile market by Sally H. Clarke