Read the case on Volvo YCC (Your Concept Car) from the text book. 1) Which design elements of the Volvo YCC are most valuable to female consumers? How will male consumers respond to these design elements?
Volvo YCC is a concept car which was developed by all-female ‘think tank’ and focus on female consumers with criteria such as professional, independant woman desiring performance, style, practical and easy to maintain. Volvo YCC design elements are most valuable to female consumers are :-
Smart storage solution
The Volvo YCC has been designed in response to drivers who use the backseat more more often for groceries, gym bags and laptop computers than for passengers. The backseats are designed like movie theater seats so it fold upright until needed for passengers giving more space on the back floor for loading and unloading.
By moving the gear lever and handbrake, the center console is designed to have a shallow compartment for keys, mobile phones, and so forth with a sliding back compartment capable of storing a ourse ot of sight. With the specially custom center console, there is also a space for notebook computer, a ‘cool-box’ as well as wastepaper basket.
A car that is easy to get in and get out of
Volvo YCC is designed with gull wing doors so that customers never has to climb over a dirty surface to get into the backseat. The car automatically goes to the high position when the door is opened for a more comfortable height for passengers entering and exiting.
For visibility and safety, the all-female ‘think tank’ team designed the exterior 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.
An ‘Ergovision’ system at the dealership scans driver’s body and configure optimum driving position based on the data. The customer can aslo input additional data sets, but the car will notify the driver if the data sets creates a less-than-optimal line of vision.
A car that can be personalized
An ‘Ergovision’ system at the dealership scans driver’s body and store the data settings digitally on the key unit. When customer docks the key unit, the seat, steering wheel, pedals, head restraint and seat belt will be automatically move to the designated position. The car itself can change the ride height, ‘Hi’ for a commanding view of the road, or ‘Lo’ for a sporty low ride.
The interior appearance is customizable with eight interchangeable upholstery option ranging from leather, linen and wool bouclé and a shimmering embroided sest pad, all with matching carpeting. Consisten with Scandinavian tradition, the interior is light, open and uses materials associated with fine home interiors. It is washable too since it is interchangeable.
Day-to-day car maintenance doesn’t require access under the hood of the car. The windshield washer fluid filler is located right beside teh gas filling point both with ball-valve fillers that eliminate the need for caps or latches. The car front lifts up so there is no bonnet or hood because only service technicians should need access to the engine.
When service is due, the car automatically notifies the service center and suggest appointment time.The car also carries its own diagnostic checks and informs the service center of what parts and materials will be required when the car arrives for service. A car that is easy to park
Parallel parking is two buttons clicks away. The first push of the parking assistance button determines if there is sufficient space between two cars to park. If the assistance reply ‘yes’, a second push steers the car into the space but leaves the driver in control of braking and accelarating.
How will male consumers respond to these design elements?
The statement ‘If you meet the expectations of women, you’ll exceed the expectation of men’, noting...
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