VVolvo's 'Your Concept Car' (YCC) is a concept vehicle designed by women for women. Conceived by Volvo in June 2002 with a view to targeting the most demanding premium customer, the independent professional woman, the YCC was presented at the 2004 Geneva Motor Show. The idea of an all-woman team making all the decisions in the development of a new concept car arose at Volvo Car 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." "We're sure it's right," says Camilla Palmertz, one of the two project managers for the YCC. "That's why that thesis has been our guiding light in developing Your Concept Car."