Land Rover has created a 'women's panel' aimed at ensuring female customers' views are considered during the product development process.
The group, comprising of seven volunteers from within the company, will be shown vehicle parts, from dashboards through to full vehicle concepts and asked to give their views on aspects of future products.
"This is not about developing cars for one or other sex," said Anne Youngson, special vehicle operations manager. "It's about drawing on the opinions we have available within Land Rover."
The group starts work next week with an exclusive viewing of a suggested new-look to a Land Rover. The women will try out switch gear, comfort and ease of seat adjustments and getting in and out of the vehicle.
Their comments will help guide the development process.
The inspiration behind the group has been Land Rover's recognition that 43% of new car buyers are women.