The blogsphere is a buzz surrounding Volvo's new YCC concept car that made it's public appearance in Geneva this week. The concept car has sparked a lot of debate and comment. I myself have Thinking here, here and here.

What is missed here with all of the focus on the features and benefits of the concept vehicle by the automotive press and consequently the consumer comment is the fact that this heralds a change in the design viewpoint of a large car company. If you are a woman in the car design business do you think you might be heard a little more based on the buzz surrounding this concept car? I bet so. Women leadership and full participation here is so obvious it is amazing that this hasn't been done before. Sure there have been small efforts before but not to this degree. (Lexus, Infiniti, Saab are you watching? I know a lot of smart savvy single women who drive your products. Wouldn't it have even greater appeal if women designed your cars?)

It used to be that car makers designed cars that they thought would have the greatest mass appeal and then turned to the dealer to "hard sell" what they made to people who may of may not want the features of a particular car. Now what we are seeing is a much more enlightened approach where design is inclusive of the needs and desires of various constituents. In this case it's women. Next it will be other constituencies. Just like cell phone companies are designing to specific user needs and desires (GPS equipped phones for Muslim markets that will orient users towards Mecca for prayer) car companies are making the shift. At least the first attempts, while awkward, have at least moved beyond blatant stereotypes. The car isn't pink and they avoided things like high heel friendly footrests.

I have advocated that manufacturers of retrofied vehicles like the new VW Minibus target not the young active lifestyle market but the senior/disabled market to appeal to aging buyers who drove the original designs in the 60s.

The global market has segmented. Mass production is dead. Today is about mass customization, niche markets of varying sizes and customer centric design.

Today, manufacturers decide what features and trim levels their vehicles come in. Based on a customer centric view why don't cars come in different configurations based on the needs and wants of the customer. Why not a minivan that comes in two (or more) versions - families with children and families without children or a sports car with a version for men and a version for women. Just like right vs. left hand drive models. The differences may be dramatic or they may be subtle but they have the potential to make a real difference and boost sales.

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