They’ll reveal… NOTHING. Yup, the Volvo stand will be devoid of the reason why auto shows actually exist and that’s cars. Sound silly to you too?
Instead of cars, onlookers will be greeted with the statement: “This Is Not A Car.” That won’t be all, obviously. Nope, not cars though and this is not a joke. At least, we don’t think so…
Here’s a portion of Volvo’s press release:
“In addition to this powerful statement, Volvo Cars 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.”
“By calling the trade show Automobility LA, the organizers have recognized 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.”
Now, we can kind of see what Volvo’s trying to do and why it’s being done at the LA Auto Show. Everyone, like us, will be talking about Volvo much like all media outlets lunged on the burnt Maybach with wheels at SEMA, but we can’t help picturing an empty booth with representatives attempting to accost passers-by much like credit-card pushers do at the airport.
We’re keen to gauge the reaction the Volvo booth will generate but if you ask us, whomever made the decision may want to update their resume sooner rather than later…