The female perspective was at the core of the YCC project from the outset and that was exactly the way Volvo Car Corporation wanted it to be. A concept car project started, inspired and managed by women. One in which women always had the final say.
The idea of an all-woman team making all the decisions in the development of a new concept car arose at Volvo in the autumn of 2001. Visiting Volvo at the time for a series of workshops was Marti Barletta, an American expert on female consumer patterns. She claimed: "If you meet the expectations of women, you exceed the expectations of men".