Women choose cars, says Volvo

It’s official. Women are in charge of the decisions when choosing a car, according to Volvo. The swedish car company's research shows 80 per cent of car purchase decisions are now influenced by women.

Volvo claims that what women want from a car is found in something like the Volvo YCC (Your Concept Car), which is a concept car developed by an all-female team. But in promoting the car's design, Volvo may run the risk of stereotyping women drivers. For example, the YCC gives computerised assistance for parallel parking, along with several features aimed at getting shopping bags in and out of the car more easily.

"It's got a bumper that goes all the way around so it can take a bit of creative driving," said design team member Anna Rosen. She added that the paint is "as easy to clean as a non-stick frying pan."

And for those women who bristle at suggestions they don't know what's going on under the bonnet, well, they can't even have a look. The bonnet does not open because the car's engine needs servicing only once a year - it automatically sends a text message to the garage to book an appointment.

Volvo says that the 'premium female buyer' is the most demanding customer. Purchases by women have grown by 50 per cent in the last five years. While performance, prestige and style are still important, more practical items such as storage, easy maintenance, flexibility, good visibility and safety are now high on the priority list for the female customer.

Since unveiling the YCC, Volvo surveys show the YCC's runflat tyres, easy clean paint, smart storage solutions and exterior filling point washer fluid top the 'best features' lists for men as well as women. There are also design features that men may not have considered: headrests with room for ponytails, a centre console free of a gear shift to make room for handbags, and seat covers that can be quickly and easily removed for washing.

Volvo has a long tradition in listening to demands of the female customer. “Since the eighties we have had a dedicated reference group of female Volvo staff and customers, whose job it is to give feedback and opinion on new product designs and features”, said Volvo chief Hans-Olov Olsson.

“We appreciate the thoughts and sensitivity shown by any of our female employees and customers which, in the past few years, has led to the introduction of, among other things, better driving positions for short drivers, more knee room beneath the steering room, a storage system to hold shopping bags, a lighter tailgate and clearer identifying symbols for coolant, oil and washer fluid liquid.”

By developing the ideas and feedback from the YCC, Volvo believes that it will help to increase its appeal to female customers in future production cars.

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