In the 1970s and 1980s, car culture was huge, and marketing teams knew exactly how to get attention. Automotive equipment ads didn’t just show the products. They wrapped them in glossy, suggestive images designed to catch the eye. Women in bikinis, skimpy outfits, or seductive poses became regular features in magazines that targeted male car owners.
Open any car magazine from that era, and the formula appears quickly. A new set of tires or shiny chrome wheels might sit in the background, but the main focus was often a woman leaning across a hood or perched on the bumper. The logic was simple: attract the buyer’s attention with an image they wouldn’t skip past. Readers might flip through page after page of similar products, but a photo of a model in high heels draped over an engine made them stop and look.
This approach wasn’t limited to high-performance parts. Even everyday auto gear like seat covers, floor mats, and wax polish used sex to sell. One ad for a basic battery charger showed a model arching her back in a way that had nothing to do with charging a car. Another ad for steering wheel covers featured a woman in tight shorts, holding the product as if it were a prize.
Read more
Companies used these tactics at car shows, too. Booths often featured “booth babes”—women hired to stand next to the cars or parts. They smiled for photos, handed out flyers, and kept crowds gathered around products that might otherwise get ignored. These models became part of the scene, as expected as the gleaming cars themselves.
Posters were another big part of the marketing plan. Auto shops and garages hung them on the walls. Some showed models lying across racecars or holding tools with barely any clothing on. These posters were handed out for free with purchases or sold as part of special promo packs. The posters gave customers something extra to take home, keeping the brand in sight long after the sale.
