We’re a week away from the kick off the 2018 LA Auto Show and Volvo has just announced a surprise – it isn’t bringing any cars to the show. Instead of showing off its lineup, like the rest of the automakers, Volvo says that it will use this year’s LA Auto Show to “demonstrate its vision, redefining what a car can be.”
“How consumers experience a car brand is today more important than chrome, leather or horsepower. So on the Volvo stand, visitors will look to the central space where they would expect to find a car, and instead see a simple yet surprising statement: ‘This Is Not A Car’.”
Volvo will also use the show to show off its connectivity services, such as in-car delivery, car sharing, its vision for autonomous driving with the Volvo 360c concept and its car subscription service Care by Volvo.
“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. 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.