Chapter 5. Compelling Value
What Women Want
Car shows have always been where “boys’ toys” were shown off. It seemed as if the attitude of the men who designed and promoted the cars was that a woman’s proper relationship to a car is to stand next to it and look pretty. And yet, around 80 percent of all decisions to purchase a car are either made or influenced by women. There is clearly huge potential for any manufacturer who understands what women want.
Volvo’s answer was simple: a car designed for women, by women. The result was the YCC (“Your Concept Car”), a nonproduction concept car unveiled at the Geneva International Motor Show in 2004.1
Many of the prototype’s innovative features were amazing: an indentation in the middle of the headrest ...
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