Reports are that many of the male automotive executives at last week's Geneva Auto Show went out of their way to criticize Volvo's "YCC," designed by female engineers with the needs of women in mind.
"It's not even a theory, it's nonsense," said Michael Ganal, the head of sales and marketing for BMW.
Robert Lutz, the vice chairman of General Motors, said the whole idea was sexist. "Most women would say: 'I send my husband out to do the shopping. Let him have the car with the rubber bumpers.'"
Never mind that BMW has done close to nothing for the female customer... even the success of the retro Mini with women was never planned. Forget Mr. Lutz's dismissal of the YCC with a remark that was, in the opinion of some, sexist in its own right.
Perhaps they're both just missing the point.
Consider Volvo's name for its automobile: YCC. Your Concept Car. It was never meant to end up in the showroom as exhibited. This was a two-fold project. First, to think of and create innovative components for an automobile that would serve a woman's needs - innovations that would ultimately end up in many of Volvo's other models. Second, to show ultimate respect for the company's female employees and customers... not to mention research and development.
I would agree with Mark Landler of The New York Times:
"With this much vitriol, it is obvious that Volvo, the Swedish subsidiary of Ford Motor, is tweaking the folkways of the industry. The question is whether Volvo's car will prove to be a gimmick or a pioneering response to the growing influence of female consumers in the auto market."
Should Mr. Lutz be reminded of GM's mission for it's Center of Expertise on Diversity? "... to understand the needs and perceptions of vehicle buyers from all walks of life, and to deliver the products and services that resonate with these audiences."
Sometimes, a company like Volvo rises above the bottom line and shows that it's trying its best to resonate with customers.. with respect. Funny... that's just what women are looking for.
When I read about the YCC in Autoweek, I thought "hooray, finally they've recognized that what women want is important too." How disappointing to hear such idiocy from Ganal and Lutz in reaction to what I see as a set of wonderful ideas.
Frankly, I've never been too fond of Volvos, but, if they incorporate just a few of these ideas into a production car, I'll be one of the first in line to buy one, thumbing my nose at dinosaurs BMW and GM all the way!
To Ganal and Lutz: Sorry, boys, but I'm intelligent, well-educated, financially comfortable, and no longer willing to put up with idiots like you...or buy your products!
Posted by: Heidi Pope | July 28, 2004 at 02:40 PM