Women In The Driving Seat

• 80% car purchases influenced by women
• Female car buyers increasing in the UK
• Volvo develops concept car by all-female project team

It’s official. Women have taken over from men in one of the last male bastions - choosing a car. Ignore them (women, that is), at your peril.

Even though females only account for 14% of Volvo car purchases in the UK (compared with 53% in the US), the female point of view presides. According to Volvo research, 80% of car purchase decisions are now influenced by women.

What do women today want in a car? This was the question posed by the Volvo YCC project team. The result? The Volvo YCC.

The Volvo YCC, Your Concept Car, is the first concept car in the world to be developed by an all-female Volvo team. It goes on display for the first time in Britain on 2nd December at the Islington Business Design Centre.

During a focus group at the initial stage of the YCC project, a US marketing expert Marti Barletta explained: "If you meet the expectations of a woman, you exceed the expectations of a man".

Research reveals this to be true, and the 'premium female buyer' is the most demanding customer. In this crucial sector, purchases by women have grown by 50% in the last five years. These women also tend to be younger (in their thirties) than their male colleagues.

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.