Volvo: Your Concept Car (YCC) – by women for modern people

• Initiative in June 2002 by women at Volvo Cars



• All decisions made by women



• Targeting the most demanding premium customer: the independent, professional woman

The idea of an all-woman team making all the decisions in the development of a new concept car arose at Volvo in the autumn of 2001. Visiting Volvo at the time for a series of workshops was Marti Barletta, an American expert on female consumer patterns. She claimed: “If you meet the expectations of women, you exceed the expectations of men”.
In June 2002, Camilla Palmertz and a small group of colleagues were invited to present their idea to Hans-Olov Olsson, President and CEO of Volvo Car Corporation. He greeted it with enthusiasm.

A key ambition in developing the YCC was to ensure that the driver, regardless of height, would be able to sit correctly when driving and have the right line of vision too. The result was Ergovision (patent pending) – ergonomics and optimum line of vision in one system.


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