Volvo (Your Car Concept) Our Volvo committee decided to design a car, not just any car, but a concept car. Pleasing a group of consumers, not yet identified, however designing a car that the company has determined is most demanding for professional women. The Volvo Company found the design elements of the YCC most valuable to female consumers because the car project was managed and designed by an all female “think tank” team with the female consumer in mind. Nothing that 54 percent of American Volvo buyers are women --- a percentage that continues to increase! After preliminary studies, the project was given the go-head in December 2002, and the final product was unveiled March 2, 2004, at the Geneva International Motor Show. The Volvo YCC team determined that women customers in the segment want in terms of performance, prestige, and style. The design team feels that YCC’s strength is its focus on consumer needs. YCC was designed to provide what women want in their primary vehicle. To understand how women actually use their cars, the team tapped the consumption patterns of over four hundred female Volvo employees. Listening to these target consumers, the team adapted the head restraint to accommodate a ponytail hair style for increase common comfort, plus safety to the driver. In response to the drivers who use the back seat more often for groceries, gym bags, and laptop computers than for passengers. Improved storage involved moving the gear lever and handbrake. The center console now has a shallow compartment for keys, mobile phones, and so forth, with a sliding back compartment capable of storing a purse out of sight. Volvo research indicates that in the United States, women purchase about 65 percent of cars and influence about 80 percent of all car sales; yet, for century, men have made most of the decisions in the design, development, and production of cars. In June 2002, an all-female team of project managers and automotives designers. How male consumers respond to these design elements of the Volvo YCC may not be rude but they will probably accept that women are capable of selling a need for women. However, the original man may feel the passenger seat should be customized for her, and wouldn’t have a need to drive her own car. The statement, “If you meet the expectations of women, you’ll exceed the expectations of men.” became the motto for the concept car project. To add, women want more as well: • Smart storage solutions • A car that is easy to get in and out of • Good visibility • A car that can be personalized • Minimal maintenance • A car that is easy to park These needs can be met in a variety of ways, including some simple solutions that immediately draw the question, “Why hasn’t anyone done this before?” In addition to the previous features YCC’s backseats are designed like movie theater seats that fold upright until needed for passengers, freeing room on the back floor for loading and unloading. The gull wing doors are designed so that the consumer never has to climb over a dirty surface to get into the back seat; the sill of the door drops down to expose a clean interior. There is also a space for a notebook computer, a “cool box,” and a wastepaper basket. The appearance of the interior is customizable with eight interchangeable upholstery options ranging from leather, linen, and whole boucle and shimmering embroiled seat pad, all with matching carpeting. Consistent with Scandinavian tradition, the interior is light, open, and use materials associated with fine home interiors. An “Ergovision” system at the dealership scans driver’s bodies and configures optimum driving positions based on the data. The settings are stored digitally on the key unit. When the customer docks the key unit, the seat, steering wheel, pedals, head restraint and seat beat al automatically move to the designated positions. The consumer can also add additional data sets, but the car watchfully notifies the consumer if a data set creates a less-than optimal line of vision. The car itself can change ride height, “Hi,” for a commanding view of the road, or “Lo,” for a sporty low ride. The car automatically goes to the high position when the door is opened --- a more comfortable height for passengers entering and exiting. The YCC began to sound like elements of consumer consumption of cars, should be built into future models including: • The visibility and safety, the exterior has been designed with a low front end and a long rear window so that all four corners of the car are visible to the driver. • The fenders are within view and covered with a sturdy material. The bumper goes all around the vehicle. In request of minimal maintenance: • Day –to- day car maintenance doesn’t require access under the hood of the car. • The windshield washer fluid filler is located right beside the gas filling point both with ball-valve fillers that eliminate the need for caps or latches. • The entire car front lifts up so there is no “bonner” or hood because only service technicians should need access to the engine. When service is due, the car automatically notices a designated service center and even suggests an appointment time. The car also carries out its own diagnostic checks and informs the service center of what parts and materials will be required when the car arrives for service. In concern with an easy to park factor. The YCC provides parallel parking assistance button determines if there is sufficient space between two cars to parallel park. A second push steers the car into the space but leaves the driver in control of braking and accelerating. And in the hood of the car ---- much like male consumers concerns --- professional women, such as marketing mix of doctors, nurses, teachers, police, lawyers, dentists, and bus drivers, professors, and business owners that want a dominating car. YCC’s engine is designed to meet the toughest emission standards, with an Integrated Starter Generator (ISG). The ISG enables the car to shut off when waiting at lights, but comes to life immediately when the accelerator is pushed. The six-speed gearshift can be on fully automatic, and gears are changed by a switch on the steering column. Power shift ensures that the gear changes are always at the right revs, making for smooth driving and efficient fuel consumption. Volvo may never actually take YCC into production, but many of the ideas developed by the female think tank which included: Eva-Lisa Anderson, project manager Camilla Palmertz, project manager Elna Holmberg, technical project manager Maria Widell Christansen, design manager Tatiana Butovitsch Tenim, communication manager Lena Ekelund, deputy technical project manager Cynthia Chatwick, interior designer Anna Rosen, exterior designer Maria Uggla, color and trim designer The recommend marketing of the Volvo YCC is to send a free – test – drive to all Volvo owners that are women. They can test drive the Volvo YCC for an upgrade on your current Volvo. Plus, you could add sometimes like and if the buy now, Volvo will offer a car rebate, added features, or a full year free Volvo services. The results of the marketing could develop a marketing mix with an actual state of the Volvo YCC has formed. Depending on sales of the Volvo YCC, I would consider if the car is that luxurious or over rated, but there is always room for small manufacturing to meet a profit. Considering each Volvo is priced to meet a profit.€
Posted on: Tue, 18 Jun 2013 12:18:12 +0000
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