Volvo's LA Auto Show Stand Won't Have A Single Car On It
Manufacturers are falling out of love with the motor show. In the Internet age, they’re looking increasingly irrelevant, and you only have to look at the huge list of Paris Motor Show dropouts as an indication of this.
Volvo was one car maker that chose not to bother attending this year, but the Swedish company will be at the LA Auto Show. Although there’ll be something different about the stand: you won’t find a single car on it.
Instead, there’ll be a sculpture slap bang in the middle that states the obvious: “This Is Not A Car”.
Speaking about the decision, Volvo’s product strategy boss Mårten Levenstam said:
“By calling the trade show Automobility LA, the organisers have recognised the disruption affecting our industry. We want to demonstrate that we got the memo and start a conversation about the future of automobility. So instead of bringing a concept car, we talk about the concept of a car. We will not win the ‘car of the show’ award this year, but we are comfortable with that. Because this is not a car show.”
On the one hand, this seems like quite a shrewd decision. Volvo clearly doesn’t have any new products to reveal at the show and generate column inches, so this is an excellent way to generate publicity while appearing to be at the cutting edge of automotive thinking. On the other, we can’t help but wonder if it’s a shame the company isn’t using this major US auto show to celebrate the S60, its first car to be made in the country.
The stand won’t be completely empty, though. Volvo will showcase various “interactive demonstrations of connectivity services,” including its in-car delivery and car sharing initiatives.
The LA Auto Show will be open to the public from 30 November.
Growing up on a diet of World Rally Championship highlights and lengthy Gran Turismo 2 sessions, a life in cars was as good as inevitable for Matt.
Comments
Weird flex but ok
Ahem
Going to a motorshow for me means to see all the different manufacturers under one roof for an up close and real experience and model comparison.
I remember many many years back in primary school going with my dad, and making it my objective of the day to sit inside each new vehicle and seeing if it will work as a then family car for us.
By making a move away from displaying what is in fact central to a car show i.e. THE CAR, I personally think this is a very stupid move. Those who go for the love of cars, doubt they will approve.
Same m8
Well, they got what they wanted. Their move made you write an article about it. You wouldn’t have done it if they just displayed the S60.
Imagine a world cup organized by volvo. No players, just a ball and a massive banner THIS IS NOT A FOOTBALL MATCH.
Is this a friggin’ Regular Car Reviews reference?
NOOT A CAAR!
I haven’t met a single engineer who likes the PR people. This is why.
Because PR people at Volvo could not care less about cars. That is the reason why Volvos are boring commuters and something you use to get from A to B. Like a bus or a taxi.
Because PR people at Volvo could not care less about cars. That is the reason why Volvos are boring commuters and something you use to get from A to B. Like a bus or a taxi.
Because PR people at Volvo could not care less about cars. That is the reason why Volvos are boring commuters and something you use to get from A to B. Like a bus or a taxi.
They forget this is a car show, not a tech exhibition. People will go to their stand, see there are no cars, and go right to the next stand.
Well this is different but not a bad idea
Still wanted to see the Polestar concept tho
Car shows are a great way to showcase your brand new cars so people will want to buy them. How can a normal car buyer know that a Volvo is a better fit for them compared to the likes of Mercedes, Audi, BMW, and Lexus if they’re unable to view them?
Just because they don’t have anything new doesn’t mean they shouldn’t not display anything. People want to see them in person. The internet can only do a car so much justice