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Car retail sector still ‘stereotypes’ women drivers

The motor retail industry still does not treat women car buyers equally to men, warns Lena Ekelund, deputy technical manager of the team behind the Volvo YCC concept car – a vehicle designed entirely by women for women.

That’s despite Volvo’s research showing that women have an influence in 80% of all car purchases. Its data further reveals that female customers, currently representing around 36% of British car buyers, have increased by 50% in the past five years. In the US, 53% of car sales are to women.

Although revealed at the Geneva Motor Show in March, the YCC made its first UK appearance yesterday (December 2) at the Business Design Centre in London.

Ekelund says the project is an important move forward for car design. “I hope it will change the way that the female car-buyer is regarded, not only in the automotive industry but also outside,” she comments.

“One of the most negative things this has illustrated is that there have been far too many stereotypical comments. It seems there is still work to do to change the perception of women in motor retailing and manufacturing.”

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