west3man
08-16-2005, 03:41 AM
I thought this was an interesting project, for many reasons. That first line really grabbed my attention, too.
What do YOU think?
http://a332.g.akamai.net/f/332/936/12h/www.edmunds.com/media/advice/specialreports/volvo.ycc.concept.car/ycc.car.160.jpg
http://aolsvc.edmunds.com/advice/specialreports/articles/106545/article.html
"When you meet the expectations of women, you exceed the expectations of men."
When women's marketing expert Marti Barletta delivered that statement to Volvo employees during a 2001 workshop in Sweden, she inspired the idea for what became "Your Concept Car," or YCC, a car designed by women.
"We were sure [her idea] was right; that's why it served as our guiding light during the car's development," says Camilla Palmertz, a Volvo biomechanical engineer, who teamed with several female colleagues to test and develop the concept.
Women represent an important market segment for Volvo. In the U.S., Volvo Car's largest global market, women buyers, account for 54 percent of Volvo's sales. In Europe women account for only 14 percent of Volvo's sales, but the company says that figure is rising.
According to Volvo research, female buyers in the "premium" (near luxury) segment, where Volvo competes, want the same things as men when it comes to performance, prestige and style. But women want more than a safe, stylish car that goes fast.
"Her [car design] wish list is longer, which makes her the most demanding of all our customers," says Tatiana Butovitsch Temm, Volvo's YCC communications manager.
Volvo surveys show that women want a car that:
has plenty of storage
is easy to park
has good visibility
is easy to get in and out of
can be personalized
requires minimal maintenance
What do YOU think?
http://a332.g.akamai.net/f/332/936/12h/www.edmunds.com/media/advice/specialreports/volvo.ycc.concept.car/ycc.car.160.jpg
http://aolsvc.edmunds.com/advice/specialreports/articles/106545/article.html
"When you meet the expectations of women, you exceed the expectations of men."
When women's marketing expert Marti Barletta delivered that statement to Volvo employees during a 2001 workshop in Sweden, she inspired the idea for what became "Your Concept Car," or YCC, a car designed by women.
"We were sure [her idea] was right; that's why it served as our guiding light during the car's development," says Camilla Palmertz, a Volvo biomechanical engineer, who teamed with several female colleagues to test and develop the concept.
Women represent an important market segment for Volvo. In the U.S., Volvo Car's largest global market, women buyers, account for 54 percent of Volvo's sales. In Europe women account for only 14 percent of Volvo's sales, but the company says that figure is rising.
According to Volvo research, female buyers in the "premium" (near luxury) segment, where Volvo competes, want the same things as men when it comes to performance, prestige and style. But women want more than a safe, stylish car that goes fast.
"Her [car design] wish list is longer, which makes her the most demanding of all our customers," says Tatiana Butovitsch Temm, Volvo's YCC communications manager.
Volvo surveys show that women want a car that:
has plenty of storage
is easy to park
has good visibility
is easy to get in and out of
can be personalized
requires minimal maintenance