The Volvo PR team succeeded in ticking all the boxes on the successful-launch checklist: research statistics, celebrity endorsement (if you include the CBI’s Digby Jones) and glossy photos.
‘New concept car – all woman,’ commented The Daily Telegraph (2 December), while the Daily Mirror and Sky News dubbed it ‘The Chickmobile’ (2 December).
Much was made of Volvo’s high-female-employee ratio and the fact that the YCC had been apparently designed by women for women, giving the message that this was an innovative car from a trend-bucking manufacturer.
Some female commentators found the 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 [them] into a vehicle,’ fumed The Times (2 December), while Scotland On Sunday deemed it ‘about as “girl power” as those dinky lil’ Spice Girls’ (5 December).
Analysis conducted by Echo Research from data supplied to PRWeek from NewsNow. www.echoresearch.com www.newsnow.co.uk