Your Concept Car or her concept car?: How Volvo identified their customers and bridges the gender gap
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
There have been many examples of how marketing to women have failed. When it comes to cars it has become very important for car manufacturers to communicate with their female customers, in order to reach out to new segments. Statistics from the United States have shown that 60% of car buyers are women, and that women count for 80% of the decision making. Volvo is the first car manufacturer to pioneer this female market by launching a concept car developed by women for women and men - Your Concept Car (YCC). Volvo has claimed that the YCC-project has resulted in developing a better car since female customers' preferences have been taken into account. This made us as researchers interested in which features female customers preferred, and why this would make the car better for both sexes. Our research aims at whether this concept car from Volvo is gender neutral or not. Further, studying this topic we were also interested in how the YCC-project has been used by Volvo to attract female customers and future female employees. Hence we are asking ourselves if the message that Volvo uses with their YCC-car purely is a marketing campaign, or if this could be a serious attempt to implement relationship marketing to further gain market share in their female market. This research essay is a case study based on relationship marketing and gender theories. Our empirical findings have been collected through qualitative interviews with people involved with the YCC-project. In our point of view, the result of our findings has shown that the Volvo YCC-car is gender neutral, since it covers both female and male preferences when it comes to a car in the premium segment.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:su:diva-4881OAI: oai:DiVA.org:su-4881DiVA: diva2:194545