The move is part of a wider strategy from the brand
Volvo Cars has joined a growing list of manufacturers pushing away from motor shows, instead focusing on more closely-tailored events showcasing its new products.
The first casualty is the 2019 Geneva motor show, with no word on whether it'll appear at the 2018 Paris motor show this October. Unlike many manufacturers, who like to launch their vehicles at motor shows, Volvo used 2017 Milan Fashion Week to unveil the XC40, and revealed the V60 in a Stockholm driveway.
“The ongoing change in the car industry is creating new audiences for Volvo Cars and new ways of bringing products to the market,” said Björn Annwall, senior vice president of strategy, brand and retail at Volvo Cars.
“Automatic attendance at traditional industry events is no longer viable – we must tailor our communications based on how the options complement our messaging, timing and the nature of the technology we are presenting,” he continued.
“We are not saying never to car shows. We expect industry events like the Geneva Motor Show to continue evolving and we may return in future.”
Volvo isn't alone in shunning major car shows in favour of smaller, more tailored launch events. Volkswagen, Opel, Nissan and much of the Fiat Chrysler group won't be attending the Paris motor show, with Volkswagen instead "assessing being present in Paris for the show through different communication actions in the city".