December 10, 2004 Launch of YCC (Your Concept Car)Organisation: Volvo
Analysis and commentary by Echo Research. Like its new model, coverage of the launch of Volvo's YCC (Your Concept Car) was small but almost perfectly formed. The Volvo PR team succeeded in ticking all the boxes on the successful launch checklist: innovative product, new research statistics, celebrity endorsement (if you include the CBI's Digby Jones) and glossy photos. The resulting coverage was straightforward and positive, leading on the YCC's female-friendly features. "New concept car - all woman"commented the Daily Telegraph (2/12), while the Mirror and Sky News dubbed it "The Chickmobile"(2/12). Much was made of Volvo's high female employee ratio and the fact that the YCC had been designed by women for women, giving the strong message that this was an innovative car from a trend-bucking car manufacturer. Some female commentators found the whole concept patronising. "It looks like they got the fat bloke propping up the bar to think of every sexist joke about female drivers, and build it into a vehicle"fumed The Times (2/12), while Scotland On Sunday deemed it "about as 'Girl Power' as those dinky lil' Spice Girls"(5/12). Volvo has certainly pitched itself into the battle of the sexes with the YCC: it remains to be seen whether there is money to be made from it.
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