Visitors to the Los Angeles Auto Show at the end of this month will be looking for cool cars to see, touch, and photograph. Some of them will even be heading to the Volvo stand, for a closer look at the latest cars coming from the Swedish carmaker.
They’ll find none.
In a move that is to our knowledge unprecedented, an established carmaker will be attending an auto event of this magnitude but will not be bringing a single car to the venue.
As Volvo says, the center space in its stand, where usually cars were displayed on a rotating stage or covered under a silk sheet, will be empty, aside for a sign dangling from the ceiling that states the obvious and reads This Is Not A Car.
Volvo says it decided on this approach because in today’s world a customer’s take on a car brand is more important than chrome, leather or horsepower.
“Our industry is changing. Rather than just building and selling cars, we will really provide our customers with the freedom to move in a personal, sustainable and safe way,” said in a statement Volvo CEO Håkan Samuelsson.
Even if no cars will be present on Volvo’s booth, there will be plenty to see there, promises the carmaker. That’s because instead of bringing a concept car to the show, the Swedes will bring the concept of a car.
That means we should expect to see interactive demonstrations of connectivity services, autonomous driving or car subscription services.
Our take is that in a world where all carmakers are talking not about motoring, but mobility, Volvo’s approach is a welcomed one.
That’s because instead of just showing a revolutionary car and listing its attributes, Volvo seems to be willing to take the time and explain to all those interested the hows and whys of a future automotive world none of us entirely grasp at this moment.
In a move that is to our knowledge unprecedented, an established carmaker will be attending an auto event of this magnitude but will not be bringing a single car to the venue.
As Volvo says, the center space in its stand, where usually cars were displayed on a rotating stage or covered under a silk sheet, will be empty, aside for a sign dangling from the ceiling that states the obvious and reads This Is Not A Car.
Volvo says it decided on this approach because in today’s world a customer’s take on a car brand is more important than chrome, leather or horsepower.
“Our industry is changing. Rather than just building and selling cars, we will really provide our customers with the freedom to move in a personal, sustainable and safe way,” said in a statement Volvo CEO Håkan Samuelsson.
Even if no cars will be present on Volvo’s booth, there will be plenty to see there, promises the carmaker. That’s because instead of bringing a concept car to the show, the Swedes will bring the concept of a car.
That means we should expect to see interactive demonstrations of connectivity services, autonomous driving or car subscription services.
Our take is that in a world where all carmakers are talking not about motoring, but mobility, Volvo’s approach is a welcomed one.
That’s because instead of just showing a revolutionary car and listing its attributes, Volvo seems to be willing to take the time and explain to all those interested the hows and whys of a future automotive world none of us entirely grasp at this moment.