Volvo Proudly Bringing No Cars to AutoMobility LA

Matt Posky
by Matt Posky

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]

Matt Posky
Matt Posky

A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.

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  • Frantz Frantz on Nov 23, 2018

    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.

  • Civicjohn Civicjohn on Nov 23, 2018

    “Any press is good press”...

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