Volvo has decided not to bring any vehicles to AutoMobility LA, the tech-focused preamble to the Los Angeles Auto Show. The reason? The brand says it’s not an auto show, despite the word auto being in the title. Volvo claims the industry is changing and so are the expectations of the people who use them. While this may be true to some extent, many people still expect carmakers to promote their cars and aren’t likely to swayed by mobility jargon or a rotating centerpiece that solidifies Volvo’s narrative.
Earlier this week, we mentioned Volvo’s launch of a social media campaign that includes a photograph of a phone displaying text reading “this is not a phone.” The gambit effectively built intrigue for the show, but the campaign will continue in LA — resulting in a display featuring “a number of interactive demonstrations of connectivity services, such as in-car delivery, car sharing, [and Volvo’s] vision for autonomous driving.” But no cars.
The automaker certainly seems pleased with its decision. But we can’t help noticing that the whole affair feels a little like a child who forgot to do a book report and decided to try and ad lib something flashy in front of the class.
“By calling the trade show Automobility LA, the organizers have recognized the disruption affecting our industry,” said Mårten Levenstam, senior vice president responsible for product strategy at Volvo Cars. “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.”
Håkan Samuelsson, chief executive of Volvo, had more buzz terms on offer, but also something substantive. “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,” he said. “We offer our customers access to a car, including new attractive services whenever and wherever they want it.”
Did you catch it? Ignore all the stuff about sustainability and movement and read it again. Volvo is talking about offering access and services. That’s what’s changing within the industry. It won’t be self-driving cars or even electrification; the next big thing will be in-car services from vehicles that are perpetually connected to the internet.
Still, it’s not evident what new services Volvo plans to promote in Los Angeles. Photos of its event space show a setup for Amazon Key and the Care by Volvo subscription plan, neither of which are new programs.
[Images: Volvo Cars]
C’est ce n’est pas une Volvo. Magritte would be proud.
I was going to say the same thing, but not as well.
I wish every car-hating utopian urban planner, politician, and crony capitalist would immediately drop dead.
I’d like to send a picture of my checkbook to them: This Is Not Your Sale.
Looks like the tariffs on Chinese products are working as intended.
Well they drove right past my millennial kids with this, good luck. It’s a shame when 45 year-old men try and act like they have their finger on the pulse.
I think Volvo will offer car free of charge if you agree to listen to their commercials and answer questions while you driving Volvo.
So the bicycle nazis/Spandex Militia have gotten to Volvo ? Is volvo the right car for a Road Diet, combined with cameras everywhere, which you can’t park because parking has been made very expensive to discourage cars ?
Next up “Volvo Bulb outs”, “Volvo re stripes your roads to remove lanes”, and Volvo sensors for the pedestrians crossing the road looking at iPhones.
The cruise control will recite “55 saves lives” and “20 is Plenty” when engaged.
Volvo…the car you buy when you don’t like cars (formerly Prius)
I’m amused by the trash talking on Volvo yet the lack of stories about the show’s attendees that did bring cars. If the book report is about getting your message out, I’d say they did it better than by doing what you expected.
“Any press is good press”…