Volvo will not be taking cars to the 2019 Geneva Motor Show as it concentrates instead on launching new cars in its own way and at its own events.
Instead, car makers are using their own events, the Interwebs and more specialist shows – like the Goodwood Festival of Speed – to reach an audiences. And, although Geneva is still considered by many an important place to highlight product, Volvo has announced it won’t be there in 2019.
The writing was already on the wall with Volvo’s recent new car launches, with the new XC40 being unveiled at the Milan Fashion Week, and the new Volvo V60 arriving officially on the snowy drive of a suburban house in Stockholm.
Next up is the launch of the new S60 later this month, and that’s going to happen at Volvo’s new Plant in Charleston, South Carolina – where they will be building the new S60 – and the pattern of launching and showcasing away from big traditional, and expensive, car shows looks set to continue.
Björn Annwall, Volvo’s Strategy VP, said:
The ongoing change in the car industry is creating new audiences for Volvo Cars and new ways of bringing products to the market. 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.
Volvo’s announcement follows similar announcements from other car makers like BMW, Mercedes, Jaguar, Land Rover and Porsche eschewing major traditional motor shows.
The writing has been on the wall for traditional car shows for years. It now looks like it’s on a great big billboard.