Volvo to show nothing at LA Auto Show

Company's display devoid of cars at first North American show of the season

Published: November 21, 2018, 9:30 PM
Updated: November 21, 2021, 2:58 PM

Volvo Cars This is Not a Car display

The Volvo display at the Los Angeles Auto Show will be showing something never before seen on a manufacturer’s display stand … nothing.

Usually, when a manufacturer has nothing to show at an auto show, it will simply stay away from that show, but Volvo is taking the innovative approach to go along with its innovative take on the future of mobility.

“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,” said Mårten Levenstam, responsible for product strategy at Volvo Cars. “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.”

The public perception of a car-brand is different from what it used to be. It’s no longer just about nice lines, chrome, leather and horsepower. So as the centrepiece of its display, Volvo just has a message — “This in Not a Car.”

The company will then use its space for interactive demonstrations of connectivity services, things such as in-car delivery, car sharing, autonomous driving and car-subscription services, such as Care by Volvo.

“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 Håkan Samuelsson, chief executive of Volvo Cars. “We offer our customers access to a car, including new attractive services whenever and wherever they want it.”