Volvo to shun future motor shows

Volvo will pull out of all but three motor shows in 2015, focusing its cash on online marketing instead

Volvo will not reveal new models at the majority of the world's top motor shows, such as Frankfurt, Tokyo and Paris, instead focusing its efforts on a smaller number of shows and improving the brand's online presence.

See our Detroit Motor Show preview

The Chinese-owned brand is looking to reduce its spending on trade shows, as well as sports sponsorships and even television advertising in order to look at other marketing methods. Discussing the unique approach, sales and marketing VP Alain Visser said “We’re still a relatively small player in the global market... We’re not going to win by doing the same as others do".

Volvo XC90 static two cars

Mr Visser went on to state that lavish motor show events are a waste of money and there are "better ways to communicate" to the buying public about Volvo's latest range of cars. This comes after the firm unveiled its latest XC90 SUV at this year's Paris show, the brand's first new car since the V40 hatchback in 2012.

According to the firm, it sold all 1,927 first editions of the new XC90 in just 47 hours, purely via its online platforms and website.

• Detroit Motor Show 2015 preview

Volvo will reportedly continue its presence at three main motor shows for 2015: Detroit, Geneva and Beijing. It will then focus attention on its annual product day, with an increasing marketing budget being poured into its online and social media resources.

Do you think it is wise for Volvo to shun motor shows? 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

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
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 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