volvo ycc case study

Richard Dredge

Get more out of BTR

Submit your story

Find out more about BTR

Take part in one of our fiendishly tricky three-minute quizzes

Share this page:

Proving that it was no longer a man's world, the Volvo YCC was designed by women, for women

It’s interesting that even though Volvo was behind one of the very first concept cars, the Venus Bilo , it’s a company which until the 1980s focused almost exclusively on creating production cars. And even when Volvo did build a concept in the 1980s or beyond, it was generally an early view of a production model or it was a test bed for a new bunch of safety technologies such as a new restraint system or a new type of crash structure.

For example, the ECC of 1992 was effectively an early view of the original S60 and S80, while the VCC was a preview of the 700-Series that would appear in 1982. Indeed, take a look at just about any concept to come from Volvo and it’s been followed at some stage by a production model that looks largely similar. But there has been a notable exception to this rule and that’s the YCC, or the rather awkwardly named Your Concept Car.

The idea behind the YCC cropped up in 2001, when Marti Barletta paid a visit to Volvo. An American expert on female consumer patterns, Barletta suggested that Volvo put together an all-female team to come up with a car that would meet the needs and expectations of women. Intriguingly, her argument went that if they could do this, any male potential customers would be happy as they’re far less demanding than their female counterparts.

By the summer of 2002 the all-women team had been assembled; their task was to create the perfect car for the modern, independent professional woman. By this stage more than half of Volvo’s US buyers were women, and Volvo’s research suggested that women buyers in the premium segment were the most demanding consumers of all; if the company could keep them happy, it could keep anyone happy.

Long before it became fashionable, Volvo adopted a green ethic. As a result, its cars were among the greenest available, even though they had a reputation for being built like tanks with a thirst to suit. So when it came to working out what mechanicals to fit to the YCC, it wasn’t a difficult choice to make; it would fit the five-cylinder PZEV (Partial Zero Emissions Vehicle) petrol unit that was already capable of meeting the world’s most stringent emissions regulations – those of California.

Capable of generating a handy 215bhp, this 2.5-litre unit featured what was then termed ISG, or Integrated Starter-Generator. Since then the technology has generally become known as stop/start or Intelligent Stop and Go (so still ISG). The idea of the technology was that it would switch the engine off when the car came to a halt and when the accelerator was pressed it would automatically set the engine running again.

The engine drove the front wheels via a six-speed semi-automatic gearbox, which meant that the driver could choose the gears manually or could leave the car to do everything, the idea being that in the latter mode the car would be even more frugal thanks to its computer selecting the optimum change-up or change-down points. Those gears were selected through using paddle shifts on either side of the steering wheel – a feature that would become increasingly popular in time, but which was still a rare fitment when the YCC was unveiled.

Also, in a bid to cut fuel consumption at speed, there was height-adjustable suspension. The YCC would lower itself automatically when travelling quickly, but when driving more slowly the car’s ride height could be raised, to negotiate speed bumps or other hazards.

Of course a neat design inside and out was essential for the YCC, but as you’d expect, the designers’ brief was much wider than that. Particular attention had to be paid to things like storage, usability and access. Easy parking, personalisation opportunities and good visibility were important too.

Taking all of these things into account, it was reckoned that gull-wing doors would provide the best method of getting in and out. Naturally there was power assistance, but in an especially neat twist the car would detect when you’d moved alongside it and the door would automatically open for you. So if you had your hands full, you wouldn’t have to put everything down then wrestle with the mechanism.

Ease of parking was taken into account with a park assist programme which would self-park the car thanks to a series of sensors. But it was visibility that was at the fore of much of the interior and exterior design; the driving position and line of vision are crucial for safety and comfort. So when ordering your YCC your whole body would be scanned at the dealership, then the data on your relative proportions (height, leg length, arm length) would be used to define a driving position just for you.

This information would be stored in digital form on your personal key, and once you climbed into the driver’s seat and docked your key in the centre console, the seat, steering wheel, pedals, head restraint and seat belt would all be adjusted automatically.

Get more out of Below The Radar

Sign up to our newsletter to hear first about what's new on the website.

More from Below The Radar

Aston Martin DBS6 estate

Tornado Talisman

Volvo P1900

Stevens Sienna

Frazer Tickford Metro

JARC Little Horse

Alfa Romeo 8C Competizione

Toyota Sports 800

< see the complete list of btr articles, add to the story cancel reply.

You must be logged in to post a comment.

Your browser is not supported

Sorry but it looks as if your browser is out of date. To get the best experience using our site we recommend that you upgrade or switch browsers.

Find a solution

Welcome to cardesignnews.com. This site uses cookies. Read our policy .

• Skip to main content
• Skip to navigation

• Back to parent navigation item
• Influential concept cars
• Alfa Romeo Design
• BMW Group Design
• Cadillac Design
• Dacia Design
• Ferrari Design
• Fiat Design
• Ford Design
• Geely Design
• General Motors Design
• Genesis Design
• Great Wall Motors Design
• Honda Design
• Hummer Design
• Hyundai Design
• Jaguar Design
• Lamborghini Design
• Land Rover Design
• Lancia Design
• Lexus Design
• Lincoln Design
• Lotus Design
• Lucid Motors Design
• Mazda Design
• Mclaren Design
• Mercedes Design
• Nissan Design
• Peugeot Design
• Polestar Design
• Renault Design
• Rolls-Royce Design
• SAIC Design
• SsangYong Design
• Tata Design
• Tesla Design
• Toyota Design
• Volkswagen Group design
• Volvo Design
• Interior Motives magazine
• Video and Audio
• Car Design Night Milan 2024
• Design4Production
• Car Design Dialogues North America 2022
• Car Design Dialogues Asia 2021
• Car Design Dialogues Europe 2021
• Car Design Dialogues 2020
• Livestreams
• Car Design Dialogues Detroit 2024
• Car Design Dialogues Shanghai 2025
• CDN People Awards 2024
• DESIGN4PRODUCTION 2024
• CDN Milan Design Night 2024
• CDN Geneva Design Night 2024
• IAA MOBILITY Design Conference 2023
• Car Design Forum LA 2022
• Publications
• Car Design Review
• Client publications
• Partner Content
• Business Intelligence
• China Design
• Media Pack 2025

• More navigation items

Design Review: Volvo YCC concept

By Laura Blossfeld 2015-05-06T21:22:00

Launched in 2004, the Volvo YCC (Your Concept Car) was a landmark in automotive design in that it was created by and all-woman team

I was bemused by the remarks of a few auto industry executives, who were quoted as saying that they found the Volvo YCC was perhaps condescending or even patronising to women. This concept, however, is a serious attempt to conceive and design a car by women for women – and men – the YCC team are convinced that their solution appeals to both genders.

In the seventies, in the infancy of feminism, it was decidedly controversial to point out the differences between men and women. Over the past 10 years, new research has shown marked differentiation in skills and behaviour between the sexes.

“Spatial ability, (judging speed, distance, angles and direction), is located in the right side of the brain for males and is one of their strongest abilities… Research commissioned by a UK defensive driving school showed that men averaged 82% accuracy in reverse parking someone else’s car close to the curb… women scored only 22% accuracy.” Allan Pease in ‘Why Men Don’t Listen, and Women Can’t Read Maps’.

This content is available to subscribers only   |    Sign in

Get unlimited access to Car Design News

Unlock exclusive design knowledge, inspiration & connection.

• Keep up-to-date with new car and who's where news exclusives
• Discover the latest design thinking with design leader interviews
• Stay ahead of the curve with design trend report articles and livestreams

Inspiration

• Step inside leading design studios with our 'inside the studio' series
• Read in-depth reviews of the new and influential vehicles
• Discover cutting edge designs from other design disciplines
• Access Interior Motives magazine in digital page turner format

30-days free

Then $16 per month for essential subscription.

Billed as $194 annually

Start free trial

Other currencies: £149 / €179 annually

Available to new subscribers only

Essential Plus

• Receive 2x print editions of Interior Motives per year
• Activate a 20% discount on the annual Car Design Review yearbook
• Take part in subscriber only design challenges

$22 per month

Billed as $259 annually

Subscribe today

Other currencies: £199 / €239 annually

• Access deeper insights with trend report whitepapers
• Receive 1x annual copy of the Car Design Review yearbook
• Activate a 25% discount on additional Car Design Review books
• Participate in subscriber only online workshops

$32 per month

Billed as $389 annually

Other currencies: £299 / €359 annually

Explore more subscription options .

For help with individual user subscriptions please contact:

Eric Ng [email protected]

For help with multi user subscriptions please contact:

Angela Yang [email protected]

Sign in    |    Forgotten password

Related articles

Concept Car of the Week: Volvo YCC (2004)

2016-08-12T15:16:00Z

By Car Design News

First sight: Renault Estafette Concept

2024-09-24T10:17:00Z

By Karl Smith

Swarovski Mobility on ‘the science of creativity’

2024-09-24T10:02:00Z

By James McLachlan

DS creates tribute to iconic SM, just don’t call it retro

2024-09-23T15:39:00Z

By Trinity Francis

UX becoming “increasingly versatile” says Renault designer

2024-09-23T11:04:00Z

Latest material trends by CNT Factory

2024-09-17T10:52:00Z

More Design Reviews

UX Analysis: Mercedes-Benz A-Class ‘MBUX’

2018-06-27T15:50:00Z By Lem Bingley

The MBUX system in the new A-Class proves quick and responsive, but can’t eliminate a steep learning curve

Design Review: BMW i Vision Dynamics

2017-09-26T09:08:39Z By Nick Hull

A look at one of the more controversial Frankfurt concepts...

Design Review: Borgward Isabella Concept

2017-09-20T13:26:22Z By Nick Hull

From nowhere, the revived German brand gave us one of the stars of Frankfurt. We analyse the Isabella concept

Subscribe today to join this prestigious club and gain access to the latest design development news, special features, trend reports, exclusive interviews and in-depth motor show reports.

SUBSCRIBE TODAY

Your annual subscription includes:

• Latest jobs and careers
• Full access to cardesignnews.com
• Latest design development news and features
• Exclusive interviews
• In-depth show reports
• Invitations to exculsive CDN events
• Special offers
• Complete access to our archive of reports from motor shows, design reviews and interviews with designers
• Discounted subscription to Interior Motives magazine (print)
• Writers A-Z
• Your Data Matters
• Cookie Policy
• Advertising specifications
• CDN Media Pack 2025
• © 2022 Car Design News

Site powered by Webvision Cloud

Volvo Concept Car Designed by women for women

Volvo's 'Your Concept Car' (YCC) is a concept vehicle designed by women for women. Conceived by Volvo in June 2002 with a view to targeting the most demanding premium customer, the independent professional woman, the YCC was presented at the 2004 Geneva Motor Show. The idea of an all-woman team making all the decisions in the development of a new concept car arose at Volvo Car 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." "We're sure it's right," says Camilla Palmertz, one of the two project managers for the YCC. "That's why that thesis has been our guiding light in developing Your Concept Car."

In June 2002, Palmertz and a small group of colleagues presented their idea to Hans-Olov Olsson, President and CEO of Volvo Car Corporation. "This is a fantastic opportunity for us: we can concentrate on the fast-growing group of women customers - without losing the men. Because I'm certain that our male customers will love this concept car," says Hans-Olov Olsson.

Women form an increasingly important customer group for Volvo Cars. In the United States, 54 per cent of all Volvo buyers are women and the percentage of female customers in Europe is growing steadily.

All decisions taken by women

The project management team behind the YCC consists of five women at Volvo Cars with broad-spectrum experience in various automotive fields. The three chief designers are also women. "We wanted to keep the woman's perspective all the way through," says Hans-Olov Olsson. After a series of preliminary studies, the project was given the go-ahead by Volvo Cars Management Team in December 2002.

The team's brief was perfectly clear: a free hand to develop a concept car capable of winning the approval of that most demanding Volvo customer category of all - the independent female professional.

"If you divide the car-buying world into three segments - budget, mid-market and premium - our customer research shows that the woman buyer in the premium segment is the most demanding of all customer categories," says Maria Widell Christiansen, Project Manager, Design.

Women customers in the premium segment want everything that men want in terms of performance, prestige and style. But they want more:

Smart storage

Smart storage goes far beyond where to put your handbag.

It is a question of what to do with your mobile phone, your keys, your notebook computer, your briefcase, your sports bag for the gym and so many other things we carry in our cars.

The best place for keeping all the things you want on hand in the car is between the front seats. But that is where you normally find the gear lever and handbrake.

"So we moved them. In the YCC, there are gear levers by the steering wheel and the parking brake is electronic and integrated. This freed up space for storage in the centre console," says Cindy Charwick, who designed the YCC interior.

In the centre console, you find a shallow compartment for keys, mobile phones, coins and other small items. This compartment slides back to reveal a deeper one, big enough for a handbag. Another compartment takes a notebook computer and there is a cool box within reach of the driver's seat too. A wastepaper basket completes the theme of sheer convenience.

"Most of our target group said they carry a bag in the rear seat far more often than passengers. So we decided to design that area primarily for storage but instantly convertible to seats for two passengers whenever needed," says Palmertz. That is why the rear seats resemble cinema seats - normally folded up out of the way until someone needs them. This frees up large amounts of luggage space in the rear seat, easily accessed through the wide door. Passengers simply lower a seat each as they get in.

The YCC is a one-off concept car, a Volvo showcase for sharing bright ideas and solutions with the world. The most popular solutions will be those that stand the best chance of appearing in a future production model.

"We chose a gull-wing door with a modest wingspan to help us showcase the YCC's interior solutions," says Elna Holmberg, Technical Project Manager. "And it brought other advantages. It makes it easy to lift a bag in behind the driver's seat, and it increases your visibility over your shoulder to the side because the B-pillar has been moved towards the rear. And when the door opens upwards, the drop-down door sill rotates simultaneously, so getting in and out is so much easier."

An easy car to get in and out of

Easy access to the car interior was high on the list of what the target group wanted. The YCC designers were happy to oblige. When the gull-wing door opens, the drop-down sill below it opens down out of the way, so you do not need to climb in over it. The ride height is automatically returned to Hi mode for door opening, a comfortable height for those getting in. For added space, the driver's seat moves back automatically and the steering wheel moves upwards. And the side bolsters on the driver's seat base are lowered out of the way so you can get in more easily, too.

If you have a lot to carry, you can make the YCC open the door automatically when you reach it. You simply activate Auto-Open using the key before you pick up your bags, then, when you stand by the rear wheel, the relevant side door will be opened for you. If you go to the back of the car, the tailgate opens instead.

Good visibility

Your actual driving position and line of vision is very important for both safety and comfort in reaching all the controls. "In the YCC, we have combined ergonomics and line of vision adjustment in our Ergovision system, which we are in the process of patenting," says Holmberg. This is how it works.

Your whole body is scanned at the dealership, then the data on your relative proportions (height, leg length, arm length) is used to define a driving position just for you. This is stored in digital form on your personal key unit. Once you get into the driver's seat and dock your key on the centre console, the seat, steering wheel, pedals, head restraint and seat belt will all be adjusted automatically to suit your build. The result is a recommended fully personalised driving position with the best line of vision for you. If you want to alter the stored position, you can change the settings of the various car components in the system, then store that set of data on your key unit. The system will warn you if your line of vision is wrong by means of the lenticular hologram, which looks like a stylised eye displayed on the A-pillar, between windscreen and door. The exterior design of the car has also been developed specifically to help the driver see better. "The bonnet section has been lowered and the fenders have been deliberately brought into sight. Add to this the fact that the rear window extends right to the extremities of the car and the driver will know exactly where the four corners of the car are," says Anna Ros'n, the designer of the YCC exterior.

More choice and flexibility

The YCC gives you all-round flexibility. You can choose the ride height - either Hi, if you like a commanding view of the road, or Lo, for a sportier feel. And you can radically change the look of the car interior whenever you feel like it. There are eight exchangeable seat pad options to choose from, everything from dark brown leather, linen and wool boucl', to a shimmering yellow-green embroidered seat pad. Each of these has a matching carpet - also easy to swap over - for a whole range of styles inspired by home interior design. "No need to trade in your car just because you have grown tired of its colour scheme!" says Maria Uggla, the Colour and Trim designer for the YCC.

Minimal maintenance

"We want cars to make life easier for their owners, not complicate things for them," says project manager Eva-Lisa Andersson. So the YCC has made user car care about as easy as it can get. "The only time I ever open my bonnet is when I need to fill up with windscreen washer fluid," says Tatiana Butovitsch Temm, YCC Communications Manager. "So we asked ourselves whether you should have to open the bonnet just to do that. We realised that it could just as easily be done from the side of the car."

That is why the YCC has two capless ball-valve filling points like those used for racing cars beside the door on the driver's side. One for petrol, the other for washer fluid. No fumbling with filler caps or bonnet latches! With the windscreen washer fluid filler outside the car, no bonnet was needed, at least of the conventional type. Volvo service staff are the only ones who ever need to access the engine, when the time comes for routine service.

When service is due, the car automatically notifies a service centre of your choice. The service centre then suggests an appointment time which you can confirm or reject. The YCC also carries out its own diagnostic checks at regular intervals and notifies your service centre if anything needs attention. This also ensures that any spare parts or materials will be there when they are needed. "To us, service is more than just mechanical maintenance. By pressing the Car Care button on the control panel, you can also book your car in for valeting, inside and out," says Andersson.

The car is finished in Easy-Clean paint

This behaves rather like the coating on a non-stick pan - dirt finds it very hard to cling on in the first place and, if it does, it washes off very easily. The interchangeable seat covers and carpets are also washable. The YCC's tyres are of the run-flat type. Even after a puncture, the car can be driven to a service centre or a suitable place to stop.

Easy to park

Parallel parking assistance is a function both males and females requested. In the YCC, this is a two-stage system. When you need to park between two other cars, but first want to make sure there will be enough space, you press the parking assistance button once for the space-check function. If the system says yes, you can then select the Autopark function by pressing the same button again. The car helps you with the steering to manoeuvre you into the parking space, but you control the accelerator, brakes and gearshift. Autopark streamlines your parallel parking with flair.

Engine and transmission

The YCC is prepared for a low-emission 160kW, five-cylinder PZEV engine with an Integrated Starter-Generator (ISG). This, like other Volvo PZEV engines, complies with the toughest emission standards in certain American "green" states such as California. ISG has several advantages. It prevents unnecessary idling because the engine can be shut off automatically when waiting at places like traffic lights. It comes to life again as soon as the driver presses the accelerator. It also provides extra torque at low revs, which means maximum power right from the start. And the ISG provides a 60-volt power supply, giving scope for even greater user convenience.

The YCC has a six-speed Powershift gearbox. You can either choose the fully automatic mode, or use the controls on the steering column to change gear. Powershift means that the car in effect has dual wet-clutch transmission technology, ensuring that your gear changes are always at the right revs. This makes for smooth driving and lower fuel consumption.

Most Viewed

Off-road ford camper van hooks and loops its way into the deep wilds, wrenching, ratcheting multitool builds on its older sibling, street-legal aluminum bullet motorcycle gives off alien vibes.

Academia.edu no longer supports Internet Explorer.

To browse Academia.edu and the wider internet faster and more securely, please take a few seconds to  upgrade your browser .

Enter the email address you signed up with and we'll email you a reset link.

• We're Hiring!
• Help Center

Download Free PDF

A car of her own: Volvo's 'Your Concept Car' as a vehicle for feminism?

Free related PDFs Related papers

Feminist Media Studies, 2014

Although women influence nearly 85 percent of new car sales, their experience at automotive dealerships differs significantly from that of men. Not only are women subject to sexist and patronizing behavior from automotive personnel, but they also often wind up paying considerably more for a vehicle than a male customer. In the past two decades, the Internet has evolved as a significant source of automotive information and advice. While the majority of car advice websites offer guidance to the general public, a handful address the automotive concerns of the female driver. These sites are significant not only for the information they make accessible to female visitors, but for what women gain—as drivers, consumers, and political actors—by reading them. This paper examines four popular websites that cater specifically to the woman driver. Calling upon feminist epistemologies, it demonstrates how such online locations empower women to become more informed drivers and consumers through the accumulation and distribution of women’s automotive knowledge. Not only does this automotive knowledge aid women as negotiators, but it also provides them with the tools necessary to radically transform the hostile auto dealership culture, ultimately benefiting all in the market for an automobile.

Vassar College Senior Capstone Projects, 2020

There are very few technologies that have so profoundly shaped society as the automobile has. However, what has been a liberating force for some has been an obstacle for others. Since its inception, the automobile has been imbued with masculine creation myths of mechanical strength and technological prowess that have restricted women from utilizing it to its full capacity. The gendered imbalances of the automobile become amplified when studying them not in their practical use but in sport. Auto racing has valued historically masculine characteristics that largely rely on the car as the source of their power. Having been frequently associated with nature, emotionality, and fragility, womanhood has been constructed as incompatible with a sport that relies so heavily on technology. This thesis aims to illustrate that the simultaneous sensationalization and systematic exclusion of women from the racing industry is a complex and multifaceted phenomenon that is neither new nor close to ending. Old stereotypes of women as incompetent drivers have permeated the racing world and have strong ties to the early development of automotive technology. Everything from the electric starter and the automatic transmission has been construed as a “feminine” amendment to the automobile, thus serving to minimize utility and preserve the male identity as the holders of automotive expertise. Through interviews with past and present female racers at all levels I explore how the development of a technology is inseparable from its cultural context, and examine how social values regarding the use of technology manifest themselves in racing

Transfers: Interdisciplinary Journal of Mobility Studies, 2018

The imagination of automated automobility puts into question the control of the vehicle by a masculine driver and potentially disturbs feelings of safety, power, security, and freedom. Given that systems of automobility and communication technology are already gendered and racialized in particular ways, this article explores how recent " premediated " depictions of automated car technologies reconfigure and reproduce the historically gendered and raced representations, meanings, and practices of (auto)mobility. This inquiry employs a media ecological approach within the qualitative analysis of two concept car previews by Nissan and Volvo. Rather than a degendering of the driver, we suggest a multiplication of gendered and racialized technologies of mobility via several forms of hypermediation. We also explore how the autonomous car continues to evoke utopian spatial metaphors of the car as sanctuary and communicative environment while allaying fears of dystopian metaphors of the vehicle as traffic trap, virtual glass house, and algorithmic target.

Popular perceptions of the woman driver have long relied upon two persistent stereotypes. The original woman driver stereotype – which depicted the feminine driver as passive, inept, and overly cautious – was developed during the post World War I era in an effort to limit women’s mobility. In the decades following World War II, as a means to distinguish women’s driving experience from that of men, the woman driver was reconfigured into an individual who called upon the automobile to reaffirm her culturally approved gender identity as caretaker and consumer. Despite women’s growing influence as auto owners and drivers in the twenty-first century, the ubiquity of these stereotypes ensures that the female motorist will continue to be regarded in a limited and often negative way. This project examines three alternative constructions of the woman driver to expose the fallacy of current representations as well as to suggest infinite new possibilities for women behind the wheel. Looking at women who drive chick cars, classic muscle cars, and pickup trucks through the lenses of material culture theory and gender performativity, this investigation considers how three groups of women challenge historical and societal directives in order to create a legitimate and empowering place for themselves as drivers in the hegemonic masculine climate of American car culture. Moving away from historical analysis and representation, it focuses on the automotive experiences of real women through participant observation at automotive events, online observation of various car groups, as well as in-depth interviews with over 100 female motorists. This method of inquiry not only reveals the speciousness of existing stereotypes, but also demonstrates how three populations of driving women have successfully reconfigured, reclaimed, and reimagined the “woman driver” category to make it their own.

Frontiers: A Journal of Women Studies, 2013

“Women with Muscle: Contemporary Women and the Classic Muscle Car” examines the growing participation of aging boomer women in classic muscle car culture. It investigates why women own and drive classic muscle cars, the meanings they ascribe to them, and how women construct themselves as participants in muscle car culture. It suggests that women drive muscle cars not only to celebrate a lifelong passion for the automobile, but also as an important social experience that strengthens family relationships. This research – developed through participant-observation and interviews at classic car events in Southeastern Michigan - not only provides an alternative understanding of the American muscle car and the “woman driver,” but through the lens of conservative feminism, also considers how women call upon the muscle car to negotiate membership in a historically masculine fraternity.

Journal of the History of Childhood and Youth, 2020

The Journal of American Culture, 2023

Because automotive knowledge has been traditionally associated with men and masculinity, young girls rarely grow up with an understanding or appreciation of the automobile. Unless introduced to cars by a male family member at a young age, girls have very few opportunities to gain automotive experience or knowledge. This absence of auto awareness in young girls can have significant repercussions in adulthood. However, one of the unexpected routes to a girl’s automotive education is the Barbie car. With over 100 models in a variety of categories, the Barbie car plays an important role in opening up the automotive world to those traditionally excluded from it. As this examination of six generations of Barbie vehicles argues, not only can the Barbie car encourage automotive interest in young girls, but as a source of “pink power” has the ability promote independence, imagination, identity, and empowerment in the future female driver.

Sociological Research Online, 2010

This paper discusses female participation in the male-dominated 'boy racer' culture. Little is known about girls who join male-dominated subcultures while studies of car cultures have tended to describe girls as peripheral participants and emphasise the link between the car and masculinity. Hence this paper provides an analysis of 'girl racers'; those drivers who are active participants in the 'racer' culture through their positioning in the 'driver's seat'. Gender is understood as 'performative' and Connell's notions of 'hegemonic masculinity' and 'emphasized femininity' frame the analysis. For the 'girl racers', 'doing gender' involved negotiating a complex set of norms while reconciling the competing discourses of the masculine 'racer' scene and femininity. In order to be viewed as authentic participants, females were required to act like 'one of the boys' through their style of dress, driving, language and attitudes. They internalised the gender norms of the culture rather than resisting them explicitly, for fear of being excluded from the group. However, the feminine ways in which they modified their cars allowed them to retain an element of femininity within the world of 'boy racers'. Thus, 'girl racers' resourcefully negotiated their way through the culture by employing a combination of complex strategies involving compliance, resistance and cooperation with the masculine values of the group. Findings are presented from participant observation, semi-structured and ethnographic interviews with members of the 'racer' culture in Aberdeen, Scotland, and semi-structured interviews with members of 'outside' groups.

Loading Preview

Sorry, preview is currently unavailable. You can download the paper by clicking the button above.

Gender, Work & Organization, 2018

Advertising & Society Quarterly, 2019

Journal of Youth Studies, 2007

The Journal of Popular Culture, 2012

Men and Masculinities, 2004

Science, Technology, &amp; Human Values, 2002

Proceedings of the Design Research Society Conference DRS (Limerick, Jun), 2018

The Journal of Transport History, 2019

RMIT Design Archives Journal, 2015

Academy for Design Innovation Management Conference, 2019

International Journal of Design, 2012

European Journal of American Culture, 2019

Mobility Humanities, 2022

Transfers, Interdisciplinary Journal of Mobility Studies, 2018

Catalyst: Feminism, Theory, Technoscience, 2020

Proceedings of the …, 2009

Gender in Science and Technology, 2013

Related topics

•   We're Hiring!
•   Help Center
• Find new research papers in:
• Health Sciences
• Earth Sciences
• Cognitive Science
• Mathematics
• Computer Science
• Academia ©2024

Advertisement

How the Volvo Your Concept Car Works

• Share Content on Facebook
• Share Content on LinkedIn
• Share Content on Flipboard
• Share Content on Reddit
• Share Content via Email

The Volvo Your Concept Car (YCC), like all concept cars, provides the auto maker with a valuable testing ground to push the limits of new car designs. While the design of the YCC is filled with forward-looking ideas, the most innovative aspect of the car is not the design, but who designed it -- an all-woman design team.

Unveiled at the 2004 Geneva Auto Show, the YCC is the first concept car to be designed from start to finish by a team composed exclusively of women. Women are a growing market for the Swedish auto maker. According to Volvo, 54 percent of its U.S. buyers are women, and its female customer base in Europe is growing. With women identified as a key market, Volvo handed the drafting pencils over to those who best know what women want from their cars.

In this article, we'll take a look inside Volvo's newest concept car, and see what these designing women produced.

The YCC is a two-door sports coupe and is tame by some concept car standards (see the Toyota PM for a more radical concept vehicle). In recent years, Volvo has been rounding off and softening its traditionally boxier design. The YCC continues that trend, and is not far removed from a production design. While not yet ready for production, some of its design elements could soon be adopted in current models.

The front end is lower than a traditional Volvo and the fenders are in sight for better road vision. Additionally, the rear window extends to the extremities of the car, and the tail end slants back slightly more than the Volvo S series models. Together, these elements allow the driver to see all four corners of the car's exterior.

"We wanted to create a beautiful car," says Anna Rosén. "Not brutal, but tough."

Most striking when looking at the car from the front is that it doesn't have a hood. The design team determined that their target audience doesn't need to look under the hood. The front section of the chassis can be lifted in a garage, but it does not open like a traditional hood.

There are two capless ball-valve filling points , like those of a racing car , that allow the driver to add gasoline and windshield washer fluid. These capless filling points eliminate the need for caps or latches, which were identified as nuisances by most female drivers.

Another radical element are the gull-wing passenger doors , which are intended to allow the YCC easier entry. The doors lift up overhead like the rear door of a hatchback. These doors are intended to ease entry into the back seat.

Additional exterior features include an Easy-Clean paint that behaves much like the coating on a non-stick cooking pan. Dirt doesn't cling to it as easily, and it washes off with very little effort. The car also features run-flat tires , so that it can be driven a safe distance after a puncture.

Now, let's open the YCC's gull-wing driver-side door and step inside to look at the interior.

The &quot;Your Concept Car&quot; Interior

Power and handling, convenient technology, designing women.

YCC designers describe the car's interior as more living room than cockpit, replete with modern furnishing fabrics. The interior design hints at the role women played in the cockpit with the ponytail notch in the headrest, the additional thought for storage, and interchangeable seat covers and carpeting fabrics.

"Let's bring the living room into the car," said Maria Uggla, Color and Trim designer. "Let's use materials, not obscured by coats of shiny enamel."

The interior design of the car is adjustable. The seat pads can be exchanged for different colors and fabrics, including leather, linen, wool bouclé (a knit fabric), or a shimmering yellow-green embroidered seat pad. The carpet can also be swapped out for different styles. The idea of exchangeable carpet and seat pads is to give owners options when they are tired of looking at the same fabric or if the fabric becomes worn. Changing the interior gives owners a sense of a new car. These exchangeable seat covers and carpet are also washable.

Space and storage are maximized throughout the YCC interior. The gear shifter , usually positioned between the driver and passenger seat, is located on the steering column, and the parking brake is electronic and integrated further increasing interior space.

With the gear shifter and parking brake out of the way, the center console in the YCC provides significantly more storage. The console is divided into three compartments. A shallow compartment is available for keys, mobile phones , coins, and other small items. Slide back this top compartment to reveal a larger compartment for a handbag. Yet another compartment is available for a notebook computer. The center console also features a cooler and a wastebasket.

Moving from front seat to back seat, cinema-style seats in the back can be folded up to allow more space for luggage and other cargo. Designers found that drivers use their back seats more often for cargo than for passengers. When there are passengers, they put the seat down as they enter.

The YCC is powered by a low-emission 215 hp, five-cylinder Partial Low Emission Vehicle (PZEV) engine with an Integrated Starter-Generator (ISG), which allows the car to meet the tough emission standards in states like California. The ISG prevents unnecessary idling because the engine cuts off when stopped at a red light. The car comes to life again as soon as you press the accelerator.

The car features a 6-speed Powershift gearbox with a fully automatic transmission mode. You can also choose manual shift by using the gear controls on the steering column. Powershift means that the car has a dual wet- clutch transmission system, which ensures that the car shifts gears at the right revs for smooth driving and low fuel consumption.

In the next section, we'll look at some of the more unique technologies of the YCC.

Cars will soon have embedded technology to make them easier to operate. The YCC features several of these advanced technologies, which enable the car to adjust to your body type, assist with parallel parking, and open your car by sensing your presence near it. Let's take a look at these new technologies.

When you buy a YCC, your body is scanned at the dealership. Your proportions (height, leg length, and arm length) are used to define a customized driving position. This information is stored in your digital key . When you insert the key on the center console, the seat, steering wheel , pedals, driver's seat, head restraint and seat belt adjust automatically to give you the line-of-sight best suited for you. You can alter the custom settings, using the car's computer system and then save the new settings on your key.

Parallel parking assistance is a two-stage system. Press the parking assistance button to determine if there's enough room between two cars. Sensors measure the space. If there is enough space, press the Autopark button again. The car then helps you maneuver into the parking space, but you control the accelerator, brakes , and gear shifter. Toyota unveiled a similar technology in its 2003 Prius. Check out How Self-parking Cars Work to learn more about the technology.

If you have a lot of bags to carry to the car, press the Auto-Open button on your key ring prior to picking up the bags. As you stand by either rear wheel, the closest side door automatically opens. If you stand directly behind the car, the trunk opens.

Now let's meet the women responsible for designing the YCC.

As early as the 1980s, Volvo formed a women's reference group composed of female employees. This group was called upon to test and assess new models at an early stage of development. Additionally, a women's focus group was convened in California for the development of the XC90 SUV, which was launched in 2002.

The idea for an all-female design team responsible for all decisions in developing a concept car was initiated in the fall of 2001. In June 2002, a small group of female Volvo employees delivered the concept and pre-sketches to Hans-Olov Olsson, Volvo President and CEO, and the executive management team, who gave the project a green light at the end of that same year.

For Volvo, and the auto industry, the YCC project marked a new way of thinking. Men typically dominate the car industry, and the YCC was the first project to employ a design team on which women made all of the development decisions.

"Of course, we're not doing anything that men couldn't do - we're all professionals in the car industry," said Maria Widell Christiansen, Design Manager of the YCC project.

However, this project was historical in its all-female approach. Let's take a closer look at the team.

Camilla Palmertz, Project Manager

Palmertz joined Volvo in 1995, and her positions with the company have included responsibility for the biomechanical aspects of crash-test analysis. Projects she has worked on include the inflatable curtain safety system and the development of a pregnant crash-test dummy.

Eva-Lisa Andersson, Project Manager

Andersson has been with Volvo since 1995, and was the co-manager of the YCC project, along with Palmertz. Prior to working on the YCC, she was the project director for a concept model that is still in development.

Elna Holmberg, Technical Project Manager

Dr. Holmberg was responsible for the technical development of the YCC. Previously, she had worked on aerodynamics and chassis development for new Volvo models.

Maria Widell Christiansen, Design Manager

Christiansen joined Volvo in 1986, and managed the overall administrative responsibility for the YCC design team of 25 people.

Tatiana Butovitsch Temm, Communications Manager

Temm has been with Volvo since 1989, and has previously worked in the safety communication department. For the YCC project, Temm coordinated communications within the project. She's also tasked with ensuring that the world sees the YCC.

Lena Ekelund, Deputy Technical Project Manager

Ekelund joined Volvo in 1986, working as a design engineer and project manager. For the YCC, she was responsible for assisting in the technical side of the project and for coordinating the design engineering team with Holmberg.

Anna Rosén, Exterior Designer

A relative newcomer to Volvo, Rosén joined the company in 2002, working with the Volvo design strategy prior to joining the YCC project. On this project, she was responsible for the YCC's exterior design

Cynthia Charwick, Interior Designer

Charwick started at Volvo in 1981, and has worked on interior designs of concept and production models. She used that experience to design the YCC's interior.

Maria Uggla, Color and Trim Designer

Uggla began work at Volvo in 2001, and designed the color and trim for the new Volvo S40 model and the V50. She also has worked on design and trim for other concept models in development.

For more information on the YCC and related topics, check out the links on the next page.

Lots More Information

Related howstuffworks articles.

• How Car Computers Work
• How Hybrid Cars Work
• How GM's Hy-wire Works
• How the Toyota PM Concept Car Works
• How the ME Four-Twelve Works
• How the Gibbs Aquada Works
• How Maybachs Work
• How the Bugatti Veyron Works

More Great Links

• Volvo Concept Lab - YCC page
• NPR: Volvo's Concept Car for Women
• Automotive Intelligence: Volvo: The Adventure Concept Car
• Volvo Press Releases :
• All-women team develops concept car, March 7, 2004
• Your Concept Car - a project with women in the driver's seat, March 2, 2004
• Your Concept Car - by women for modern people, March 2, 2004
• Your Concept Car - bold but elegant exterior, March 2, 2004
• Your Concept Car - a personal living room with everything you want within reach, March 2, 2004

Please copy/paste the following text to properly cite this HowStuffWorks.com article:

Press Releases

• Press Release
• Releases (3)
• Related Releases (3)
• Related Images (8)

Volvo's YCC (Your Concept Car) - Solutions for Everyone

• Word Doc (.docx) 67.9 KB
• HTML (.html) 15.0 KB
• PDF (.pdf) 339.5 KB
• Text (.txt) 7.1 KB

The Result of a Project Which Just Happened to be Developed, Designed, and Managed, by Women

NEW YORK (April 7, 2004) - It was Marti Barletta’s credo - “If you meet the expectations of women, you’ll exceed the expectations of men” - that started Volvo Car Corporation down the path that led to Your Concept Car (YCC), a stunning concept vehicle loaded with innovative designs and features showcased today at the New York Auto Show.

YCC is a modern car featuring an appealing design with smart storage solutions, easy entry and exit, good visibility, minimum maintenance, easy parking and a car its owners can personalize.

Barletta, a U.S. expert on female consumer patterns, introduced the idea while visiting Volvo for a series of workshops in the autumn of 2001. Her idea propelled the formation of an all-woman team to direct the development of the new concept car that would translate the vision of female designers, engineers and other professionals into a stylish coupe with a particular point of view.

“We’re sure it’s right,” says Camilla Palmertz, one of the two project managers for the YCC. “That’s why that thesis has been our guiding light in developing Your Concept Car.”

YCC, which has been in development for a year, is a sporty mid-size coupe — about the size of the Volvo S60 — with gull-wing doors and excellent driver visibility thanks to a low front, a long rear window and a unique technology that tailors the car to the driver’s size. The exterior design is reminiscent of the Volvo P1800.

Palmertz and several colleagues presented the idea of an all-female project management team to Hans-Olov Olsson, president and chief executive officer of Volvo Car Corporation, in June, 2002. He greeted it with enthusiasm. The project was announced in 2003.

Women form an increasingly important customer group for Volvo Cars. In the U.S., 54 per cent of all Volvo buyers are women. The percentage of female customers in Europe is growing steadily, too.

“This is a fantastic opportunity for us,” Olsson said. “We can concentrate on the fast-growing group of women customers without losing the men, because I’m certain that our male customers will love this concept car.”

All decisions involving YCC were made by a project management team consisting of five women. The five brought to the project a broad spectrum of experience in various automotive fields. The three chief designers are also women.

“We wanted to keep the woman’s perspective all the way through,” Olsson said.

Volvo research has shown female customers in the premium segment want everything men want in terms of performance, prestige and style. But they want more, including smart storage solutions, easy entry and exit, good visibility, minimum maintenance, easy parking and a car they can personalize.

For example, YCC designers determined the best place for keeping all the things you want on hand in the car is between the front seats. But that is where you normally find the gear lever and handbrake.

“So we moved them,” says Cindy Charwick, who designed the YCC interior. “In the YCC, there are gear levers by the steering wheel and the parking brake is electronic and integrated.”

This, notes Charwick, freed up space for storage in the center console, including a shallow compartment for keys, mobile phones, coins and other small items. This compartment slides back to reveal a deeper one, big enough for a handbag. Another one takes a notebook computer, and there is a cool-box within reach of the driver’s seat. A wastepaper basket completes the theme of sheer convenience.

Project manager Palmertz says most of the target group said they carry a bag in the rear seat far more often than passengers. That’s why YCC’s rear seats resemble cinema seats — folded up out of the way. This frees up large amounts of luggage space in the rear seat. Passengers simply lower the seat as they get in.

Easy access to the car interior and easy loading were high on the list of what the target group wanted.

The YCC designers were happy to oblige. When the gull-wing door opens, the drop-down sill below it opens down out of the way. The automatic ride height is returned to ‘High’, a comfortable height for those getting in.

Volvo Car Corp. is in the process of patenting the YCC’s Ergovision system, which records a driver’s body measurements (height, leg length, arm length) and stores them in a personal key unit. When the key is docked on the center console, the seat, steering wheel, pedals, head restraint and seat belt are all adjusted automatically. The result is a fully personalized driving position with the best line of vision.

YCC allows the driver to choose the ride height - either ‘High’ for a commanding view of the road, or ‘Low’ for a sportier feel.

The YCC’s interior look can also be dramatically altered. There are eight inter-changeable seat pad options, and each has a matching carpet — also easy to swap over - for a whole range of styles inspired by home interior design.

“No need to trade in your car just because you have grown tired of its color scheme,” says Maria Uggla, the color and trim designer for the YCC.

The car is finished in Easy-Clean paint, which behaves like the coating on a non-stick frying pan — hard for dirt to cling and it washes off very easily. The interchangeable seat covers and carpets are also washable.

Parallel parking assistance was a function both males and females requested, resulting in an Autopark feature that automates and streamlines the steering movements involved in parallel parking. A Space Check sensor measures the size of a parking space before you start.

YCC is powered by a low-emission 215-horsepower, five-cylinder Partial Low Emission Vehicle (PZEV) engine with an Integrated Starter-Generator (ISG). This, like other Volvo PZEV engines, complies with the toughest emission standards in U.S. states such as California.

The YCC has a six-speed Geartronic automatic gearbox that can be driven in the fully automatic mode, or by using controls on the steering column to change gears.

Volvo has a long tradition of studying what women want in cars. A women’s reference group was formed at Volvo in the 1980s, calling on female staff members to test and assess new models at a very early stage of their development. During the development of the XC90, the company convened a female focus group in California — all potential buyers of this vehicle type — to help shape the Volvo SUV’s features and functions.

• High (.jpg) 1.4 MB

• High (.jpg) 1.6 MB

• For Customers
• Privacy Policy
• Information Notice

2004 Volvo YCC

Your changes have been saved

Email is sent

Email has already been sent

Please verify your email address.

You’ve reached your account maximum for followed topics.

Here’s Why Harley-Davidson Is Getting A Lot Of Hate

America’s new 4-cylinder motorcycle makes harley-davidsons seem tasteless, a new honda rebel is coming to worry harley-davidson even more.

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".

• Make: Array
• Model: 2004 Volvo YCC
• Horsepower: 215@0

1994 - 1997 Porsche 911 Carrera 4s (993)

• Model: 1994 - 1997 Porsche 911 Carrera 4s (993)
• Engine/Motor: 3 liter V6
• Horsepower: 180@5500
• Torque: 5000
• Transmission: 6-Speed Manual
• [do not use] Vehicle Model: Array

All decisions taken by women

The project management team behind the YCC consists of five women at Volvo Cars , who brought to the project a broad spectrum of experience in various automotive fields. The three chief designers are also women.

" We wanted to keep the woman's perspective all the way through, " says Hans-Olov Olsson.

After a series of preliminary studies, the project was given the go-ahead by Volvo Cars Management Team in December 2002. The team's brief was perfectly clear: a free hand to develop a concept car capable of winning the approval of that most demanding Volvo customer category of all - the independent female professional.

Volvo has a long-standing tradition of listening carefully to what women want. As early as the 1980s, a women's reference group was formed at Volvo. Here, female members of staff are called upon to test and assess new models at a very early stage of their development. Moreover, during the development of the XC90, a women's focus group was convened in California - all potential buyers of this vehicle type, whose views helped shape the Volvo SUV 's distinctive features and functions.

" If you divide the car-buying world into three segments: budget, mid-market and premium, our customer research shows that the woman buyer in the premium segment is the most demanding of all customer categories, " says Maria Widell Christiansen, Project Manager, Design.

Women customers in the premium segment want everything that men want in terms of performance, prestige and style.

But they want more besides:

• Smart storage solutions
• A car that is easy to get in and out of

Good visibility

• A car you can personalise
• Minimal maintenance
• A car that is easy to park

Smart storage

Smart storage goes far beyond where to put your handbag - It is a question of what to do with your mobile phone, your keys, your notebook computer, your briefcase, your sports bag for the gym and so many other things we carry in our cars.

The best place for keeping all the things you want on hand in the car is between the front seats. But that is where you normally find the gear lever and handbrake. " So we moved them. In the YCC, there are gear levers by the steering wheel and the parking brake is electronic and integrated. This freed up space for storage in the centre console, " says Cindy Charwick, who designed the YCC interior.

In the centre console, you find a shallow compartment for keys, mobile phones, coins and other small items. This compartment slides back to reveal a deeper one, big enough for a handbag. Another compartment takes a notebook computer and there is a cool box within reach of the driver's seat too. A wastepaper basket completes the theme of sheer convenience.

" Most of our target group said they carry a bag in the rear seat far more often than passengers. So we decided to design that area primarily for storage but instantly convertible to seats for two passengers whenever needed, " says Camilla Palmertz.

That is why the rear seats resemble cinema seats - normally folded up out of the way until someone needs them. This frees up large amounts of luggage space in the rear seat, easily accessed through the wide door. Passengers simply lower a seat each as they get in.

The YCC is a one-off concept car , a Volvo showcase for sharing bright ideas and solutions with the world. The most popular solutions will be those that stand the best chance of appearing in a future production model.

" We chose a gull-wing door with a modest wingspan to help us showcase the YCC's interior solutions, " says Elna Holmberg, Technical Project Manager. " And it brought other advantages - it makes it easy to lift a bag in behind the driver's seat and it increases your visibility over your shoulder to the side because the B-pillar has been moved towards the rear. And when the door opens upwards, the dropdown door sill rotates simultaneously, so getting in and out is so much easier. "

An easy car to get in and out of

Easy access to the car interior was high on the list of what the target group wanted.

The YCC designers were happy to oblige. When the gull-wing door opens, the drop-down sill below it opens down out of the way, so you do not need to climb in over it. The ride height is automatically returned to Hi mode for door opening, a comfortable height for those getting in. For added space, the driver's seat moves back automatically and the steering wheel moves upwards. And the side bolsters on the driver's seat base are lowered out of the way so you can get in more easily, too.

If you have a lot to carry, you can make the YCC open the door automatically when you reach it. You simply activate Auto-Open using the key before you pick up your bags, then, when you stand by the rear wheel, the relevant side door will be opened for you. If you go to the back of the car, the tailgate opens instead.

Your actual driving position and line of vision is very important for both safety and comfort in reaching all the controls.

" In the YCC, we have combined ergonomics and line of vision adjustment in our Ergovision system, which we are in the process of patenting, " says Elna Holmberg. This is how it works. Your whole body is scanned at the dealership, then the data on your relative proportions (height, leg length, arm length) is used to define a driving position just for you. This is stored in digital form on your personal key unit. Once you get into the driver's seat and dock your key on the centre console, the seat, steering wheel, pedals, head restraint and seat belt will all be adjusted automatically to suit your build. The result is a recommended fully personalized driving position with the best line of vision for you.

If you want to alter the stored position, you can change the settings of the various car components in the system, then store that set of data on your key unit. The system will warn you if your line of vision is wrong by means of the lenticular hologram, which looks like a stylised eye displayed on the A-pillar, between windscreen and door.

The exterior design of the car has also been developed specifically to help the driver see better. "The bonnet section has been lowered and the fenders have been deliberately brought into sight. Add to this the fact that the rear window extends right to the extremities of the car and the driver will know exactly where the four corners of the car are," says Anna Rosén, the designer of the YCC exterior.

Engine and transmission

The YCC is prepared for a low-emission 215 bhp, five-cylinder PZEV engine with an Integrated Starter-Generator (ISG). This, like other Volvo PZEV engines , complies with the toughest emission standards in certain American "green" states such as California. ISG has several advantages. It prevents unnecessary idling because the engine can be shut off automatically when waiting at places like traffic lights. It comes to life again as soon as the driver presses the accelerator. It also provides extra torque at low revs, which means maximum power right from the start.

And the ISG provides a 60 V power supply, giving scope for even greater user convenience. The YCC has a six-speed Powershift gearbox. You can either choose the fully automatic mode, or use the controls on the steering column to change gear. Powershift means that the car in effect has dual wet-clutch transmission technology, ensuring that your gear changes are always at the right revs. This makes for smooth driving and lower fuel consumption. The descriptions and data contained in this press material (release) apply to the international model range of Volvo Car Corporation. Specifications may vary from country to country and change without notice.

• concept cars