LA preview: nothing whatsoever from Volvoby Ronan Glon
Cars? You won't find any here.
Volvo fans who attend the upcoming 2018 Los Angeles auto show hoping to see the firm's latest and greatest models will be sorely disappointed. The Swedish company has confirmed it will not display a single car during the event. It's still showing up, though.
"By calling the trade show Automobility LA, the organizers have recognized the disruption affecting our industry. 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," explained Mårten Levenstam, Volvo's head of product strategy, in a statement.
Instead of cars, Volvo will showcase a number of tech features like in-car delivery, which lets owners receive packages (from online vendors like Amazon, for example) in their car's trunk while they're at work. It will also talk about its vision for the future of autonomous driving, and its brightest minds will brainstorm the effects that car-sharing programs can have in major cities around the world. The company will also give us an update on its growing Care by Volvo subscription service.
Going car-less will give Volvo the opportunity to re-design its auto show booth. Preview images show a relaxed, laid-back space without the spinning displays, loud music, or bright lights normally associated with new car unveilings. At this point, it's unclear if this is a one-time deviation from the status quo or if Volvo will no longer display cars at auto shows around the world. The company has already taken measures to scale back its presence on the auto show circuit, so this could be the next step.
Stay tuned, we'll be on-location to bring you live... well, maybe not images, but whatever we can from Volvo's car-less display in Los Angeles.