Carmakers have women in their sights in Geneva

The Volvo YCC - a car designed for and by women Keystone

Geneva’s annual motor show got underway on Thursday with an array of futuristic concept cars – including one designed exclusively for and by women.

Organisers of the event’s 74th edition say this year’s show reflects the rapidly growing buying power of women, as well as their influence on design.

The show, which was opened by the Swiss president, Joseph Deiss, has 56 concept cars on display and 17 prototypes.

“One of the stars among the world premieres being unveiled is Volvo’s ‘YCC’, which is very special because it was designed by women,” said the show’s marketing director, Georges Kindhauser.

“But if you look around the entire showroom, you’ll find that many of today’s designs display an interesting aesthetic combination of both sharp and smooth edges,” he told swissinfo.

“And this really represents a marriage of what men and women are looking for in automotive design.”

Concept cars

Walking around the vast exhibition hall, it’s clear that carmakers are gearing up for an expected improvement in the market, with an array of new models.

Because Switzerland does not have an automotive industry of its own, the Geneva show has long been considered a neutral showcase for the world’s car manufacturers.

“This is where the industry comes to present its vision for the future,” Kindhauser said. “It’s where car manufacturers come to make a statement.”

A tour of the showroom reveals a wide range of concepts and ideas, including Citroen’s futuristic “Air Lounge”, which has seamless windows and an unmistakeable aerodynamic design.

Rival Renault’s convertible “Wind” strikes a feminine chord, with sensual, flowing lines that cut a sleek silhouette.

Meanwhile, Chrysler’s limited edition PT Cruiser cabriolet is reminiscent of a 1940s sedan, with its black patent exterior and cream leather seats.

Gender-specific

But it is Volvo’s YCC – created by an all-women team – that best reflects the industry’s efforts to tone down the testosterone.

Designed to be “muscular and elegant” in appearance, the concept car is aimed at a niche market of independent, female professionals.

“Men and women want more or less the same things in a vehicle,” said the YCC’s project manager, Camilla Palmertz.

“But women tend to demand more, especially when it comes to ease of parking, manoeuvrability, storage places, economical factors and good emissions ratings,” she told swissinfo.

“This car also has a place for your handbag and changeable seat covers, so it’s very personalised.”

Purchasing power

The director of marketing for Lancia, Luca De Meo, agrees that carmakers are increasingly reaching out to female drivers, but he argues that men are just as interested in style as women.

“In reality, you have a lot of men who, like women, are interested in more than just horsepower and what’s under the hood,” he said. “They’re also looking for design and personalisation.”

“But I can definitely see a melting and blending of organic and controlled forms that reflects the fact that women’s purchasing power is growing,” he added.

De Meo’s comments are backed up by research conducted in the United States, which shows that women purchase 50 per cent of new cars and influence 80 per cent of car buying decisions.

And Kindhauser says recent attendance figures at the Geneva Motor Show are also an indication that female car buyers are increasingly looking for features that fit their lives.

“In 1986, just 13 per cent of our visitors were female,” he said. “But in 2002, over a quarter of our visitors were women and of those, 41 per cent were coming for the first time.”

swissinfo, Anna Nelson in Geneva

Key facts

Geneva’s is the only automobile exhibition that takes place annually.
The city is seen as neutral territory by carmakers because Switzerland does not have an automotive industry of its own.
The show boosts the local economy by an estimated SFr150 million.

In brief

Carmakers are hoping for an upturn in the market after four years of poor sales.

New car registrations in Western Europe fell by 1.3 percent to 14.2 million last year.

Car sales in Switzerland dropped by 8% compared with 2002.