Get our free newsletter
Ladies: You prefer Antwerpen Toyota. At least, that’s the impression held by the Clarksville, Md. car dealership, which has been circulating the “Ladies prefer” assertion in its advertisements since 2007. In order to keep the ladies happy, the dealership offers up female-friendly extras to waiting customers, including professional manicures, on-site cappuccinos, and pastries.
According to a 2007 story in the Maryland Daily Record, Antwerpen Toyota’s female outreach services initially went far beyond the fingernails. The story read: “On ‘Ladies Days’—-Tuesdays and Wednesdays—-women who come to get their car serviced can get manicures, pedicures and cappuccinos. And the truly brave can even get their eyebrows and bikini lines waxed.”
Wait: which of us ladies prefer to get their bikini lines waxed at a car dealership?
“I can’t imagine anyone getting their bikini waxed at a car dealership,” insists Ben Messier, Antwerp Toyota’s general manager. Messier says that the dealership’s resident professional manicurist performs up to 25 manicures a day—-but offers none of the more intimate spa extras. Not even pedicures. “I’m sure you understand, we’re not trying to do a full-service salon here,” says Messier. “We’re not offering pedicures, shaves, or Brazilians. But if you bring the car in for an oil change, and you’ve got 35 minutes to kill, we can have your nails done by the time you’re finished.”
Then again, the Daily Record story broke before Messier’s time. Messier inherited the “Ladies Day” programming from Bob Schrader, who served as Antwerpen Toyota general manager back in 2007 (he’s with Jim Coleman Infiniti in Rockville now). Schrader says that the bikini wax was never a part of his package. In fact, it’s not even a part of his vocabulary. “I don’t even know what that is,” says Schrader, who was heretofore unaware that the Daily Record story attributed the bikini wax to his Ladies Day regime. “I’ve never heard anything like that in my life. That’s absolutely ludicrous,” he said.
Daily Record reporter Louis Llovio, for the record, couldn’t immediately recall where the four-year-old factoid originated—-whether from manager, advertisement, manicurist, or otherwise. Messier offers up one possibility: “We do offer hand waxing—-on cars,” says Messier. “Maybe they jumped from hand waxing to bikini waxing.”