Volvo Moves Away From ‘Traditional’ Auto Shows, Will Skip Geneva

Volvo Cars announced its new communication strategy, which involves moving away from auto shows in order to focus on “bespoke activities to introduce its new cars, technologies and services to media and consumers”.

The first victim of this new strategy is the 2019 Geneva Motor Show, which Volvo will not attend. Instead, the Swedish car maker will focus on developing its own events in a bid to target “a new mix of audiences”.

Volvo’s most recent car launches saw the XC40 getting revealed at the 2017 Milan Fashion Week and the new V60 in a driveway of a suburban home in Stockholm.

Volvo will also present the new S60 at the opening of its first US plant in Charleston, South Carolina.

“The ongoing change in the car industry is creating new audiences for Volvo Cars and new ways of bringing products to the market,” said Björn Annwall, senior vice president of strategy, brand and retail at Volvo Cars. “Automatic attendance at traditional industry events is no longer viable – we must tailor our communications based on how the options complement our messaging, timing and the nature of the technology we are presenting.”

“We are not saying never to car shows,” Annwall added. “We expect industry events like the Geneva Motor Show to continue evolving and we may return in future.”

Volvo’s move is part of the company’s initiative to transform its connection with customers as it aims to build more than five million “direct consumer relationships” by 2025.