Even though females account for 14% of Volvo car purchases in the UK (compared with 53% in the US), the female point of view presides.
Research reveals that the 'premium female buyer' is the most demanding customer. In this sector, purchases by women have grown by 50% in the last five years. These women also tend to be younger (in their thirties) than their male colleagues.
While performance, prestige and style are still important, more practical items such as storage, easy maintenance, flexibility, good visibility and safety are now high on the priority list for the female customer.