Abstract:

One of the strongest and most challenging claims of the last decade is: 'Women are business opportunity No. 1'. Focussing on the automotive industry, this claim is explored through industry knowledge, published and primary research. As a case study, Volvo Car Corporation exemplifies how one car manufacturer responded to the claim. This paper highlights how research helped Volvo identify and better understand specific needs of female, premium segment drivers. Volvo YCC (Your Concept Car) comes close to 'proof' of the claim by documenting unprecedented interest amongst a much broader audience than traditional automotive offerings.