Volvo Will Only Appear At Three Major Auto Shows

Derek Kreindler
by Derek Kreindler

A report in Canada’s The Globe and Mail claims that Volvo is withdrawing from all but three major world auto shows – Detroit, Paris and one unnamed auto show in Asia – as part of a new marketing strategy.

According to a Volvo spokesperson, the new display format, which will debut at Paris, will be “unlike what anybody has seen before.” Volvo recently sold a run of 1,927 2016 XC90 SUVs in an online pre-sale campaign, with the entire allocation being sold off in less than two days, and may be feeling a bit optimistic about doing things differently. But not all of their dealers are thrilled. Toronto-area dealers have banded together to stake out a spot at the Toronto Auto Show, and although Volvo Canada has endorsed the initiative, the display will be funded entirely by the dealer body.

Derek Kreindler
Derek Kreindler

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  • Iamwho2k Iamwho2k on Sep 18, 2014

    The last time I was looking to buy a new car I really wanted to check out the C30. I didn't want to visit the dealer, since the auto show was happening and EVERY car is supposed to be there, right? So I go to the local auto show and no Volvo! WTH! Suffice it to say, I didn't buy a C30.

    • SCE to AUX SCE to AUX on Sep 18, 2014

      You make a good point. One nice feature of auto shows is no sales pressure. Maybe Volvo doesn't want to scare people away before they're lured into the showroom.

  • Chicagoland Chicagoland on Sep 19, 2014

    "Sounds good idea to me" ? Word of mouth sells cars. Maybe an average buyer won't go to an Auto Show, but they will ask a friend who does about "What's a good car to get?"

  • Paddan Paddan on Sep 19, 2014

    Meanwhile, as Volvo becomes even more irrelevant ...

  • Inside Looking Out Inside Looking Out on Sep 19, 2014

    I thought that the whole point of their Chinese overlords to acquire them was to get access to Western markets. In this aspect decision to hide from market does not make any sense.