‘This is not a car show:’ Volvo plans an empty stand at the LA Motor Show

A change in manufacturer responsibilities and consumer expectations leads Volvo to hold an open discussion on the future of automobility

Volvo is planning a bold move for this year’s LA Motor Show; it's showing up completely empty-handed.

Instead of adhering to the ‘concept car covered with a shiny cloth’ trope, Volvo has decided to use the LA Motor Show as a platform for a discussion about the ‘concept of a car’ and the future of automobility.

• LA Motor Show 2018: preview

The company’s stand won’t feature a revolving monument to leather, luxury and horsepower, but instead a series of interactive demonstrations on connectivity services and autonomous driving.

The centrepiece of the stand will be a simple statement, sculpted from wood, reading ‘this is not a car.’ 

Mårten Levenstam, of Volvo’s product strategy department, somewhat unusually stated: "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." 

Volvo’s unorthodox show stand will be used to showcase its ideas for upcoming models. For example, the demonstrations will outline the company’s plans to make half of its range electric and a third of it autonomous by the middle of the next decade. 

The company also plans to demonstrate its in car-delivery system (a service which allows parcels to be delivered directly to compatible cars), its car-sharing service and the car subscription service, Care by Volvo.

Speaking about Volvo's LA plans Håkan Samuelsson, chief executive of Volvo cars, pointed to a change in responsibilities for car manufacturers. He outlined the company’s new purpose, stating: "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." 

Volvo hopes to achieve these goals through partnerships with longstanding technology companies such as Amazon, Google and Nvidia and start-up companies such as Luminar and Zenuity.

What are your thoughts on Volvo’s empty LA Motor Show stand? Let us know in the comments below…

Recommended

Baby electric Volvo SUV likely to be built in China
Volvo XC20 - front (watermarked)
Volvo

Baby electric Volvo SUV likely to be built in China

Volvo's upcoming compact electric SUV edges closer, but is unlikely to be named 'XC20'
23 Jul 2021
New Volvo Concept Recharge previews firm’s all-electric future
Volvo Concept Recharge - front
Volvo

New Volvo Concept Recharge previews firm’s all-electric future

The new Volvo Concept Recharge gives a glimpse at the Swedish brand's design language inside and out
30 Jun 2021
Volvo announces new infotainment and safety plans
Volvo future infotainment 2
Volvo

Volvo announces new infotainment and safety plans

Volvo will adopt a new infotainment system and store data from drivers to promote safety
30 Jun 2021
Volvo targets range of 621 miles for EVs by 2030
Volvo battery tech
Volvo

Volvo targets range of 621 miles for EVs by 2030

Rapid-charging tech in Volvo models will be twice as fast by the middle of the decade, brand claims
30 Jun 2021

Most Popular

Land Rover unveils limited-run Defender Trophy Edition
Land Rover unveils limited-run Defender Trophy Edition - front
Land Rover Defender

Land Rover unveils limited-run Defender Trophy Edition

Just 220 examples will be built to honour past Camel Trophy Land Rovers, all of which have been reserved for the North American market
30 Jul 2021
New 2021 Volkswagen Taigo coupe-SUV breaks cover
Volkswagen Taigo R-Line - front
Volkswagen Taigo

New 2021 Volkswagen Taigo coupe-SUV breaks cover

The new VW Taigo is a sportier, more aggressive looking version of the brand’s T-Cross and is aimed at lifestyle buyers
29 Jul 2021
New 2021 Kia EV6 boasts up to 328 miles of range
Kia EV6 - front
Kia EV6

New 2021 Kia EV6 boasts up to 328 miles of range

Kia reveals more specs for its bespoke electric car, with the EV6 offering long range and an 18-minute 80 per cent rapid recharge time
21 Jul 2021