Add Geneva to The List of Auto Shows That Volvo Is Not Attending

TopSpeed

By Kirby Garlitos

Published Jun 11, 2018

The Swedish automaker is all-in on hosting its own events for new models

Volvo is continuing to step away from attending auto shows after announcing its intention to skip the 2019 Geneva Motor Show. The move is seen as the latest sign that the Swedish automaker is ready to completely drop the auto show model in favor of hosting its own events anytime it has a new model to unveil. That’s now the plan with the new S60 sedan, which the company is unveiling later this month at the opening of its new production facility in Charleston, South Carolina.

The auto industry is changing in so many ways these days. Apparently, automaker interest in auto shows is one of those changes. It’s not just Volvo. Other automakers like BMW, Porsche, Mercedes-Benz, Jaguar, and Mazda have also skipped auto shows. Volvo, though, appears to be taking it to another level. Back when it announced its intention of skipping certain auto shows, it said that it would only attend major events like Detroit, Beijing/Shanghai, and, of course, Geneva. Well, Volvo’s thrown the white towel on Detroit, and now it looks like it’s doing the same to Geneva, at least as far as the 2019 show is concerned.

The automaker’s intentions are clear. According to Björn Annwall, senior vice president of strategy, brand, and retail at Volvo Cars, the decision to skip Geneva is part of the company’s goal to “create new audiences 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,” Annwall added.

Moving forward, expect Volvo to create its own events whenever it has a new model to launch. Last year, it unveiled the XC40 at the Milan Fashion Week. Later this month, it will unveil the new S60 sedan to coincide with the opening of its new production facility in Charleston, South Carolina.

These are the type of events that we can look forward to from the Geely-owned company. They’re cheaper to produce, and Volvo doesn’t have to compete against other automakers the way it would during a traditional auto show. The reach and impact are just as big, thanks in large part to accelerated globalization and the rise of social media. These are the benefits that come with automakers holding their own events as opposed to attending auto shows. Volvo’s not the first to do it, and it certainly isn’t the last.

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