Since motor shows were introduced, the car has always been the centrepiece, attracting attention on a rotating stage or covered under a silk sheet.
But Volvo Cars comes to this year's Automobility LA with a world-first: not a single car on the stand.
Instead they will demonstrate their vision of redefining what a car can be.
Cars are changing, in fact the whole industry is changing and so are the expectations of people who use cars. Volvo at Automobility LA reflects these changes.
“By calling the trade show Automobility LA, the organisers have recognised the disruption affecting our industry,” said Mårten Levenstam, 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.”
In addition to this statement, Volvo will show a number of interactive demonstrations of connectivity services, such as in-car delivery, car sharing, its vision for autonomous driving as displayed in the Volvo 360c concept and the car subscription service Care by Volvo.
With the new company purpose Freedom to Move in a personal, sustainable and safe way, Volvo sets the direction for the future. By the middle of next decade, half of the annual car volume will be fully electric, one-third will be autonomous and Volvo will establish over 5 million direct consumer relationships.
So overall there's a truly powerful message behind this seemingly empty stand at the Automobility LA. Volvo is obviously very confident in what they're doing, not many car manufactures would have the guts to turn up with no car at all at such an event!
The question is: genius or crazy?
Source: Volvo Cars