Volvo changes tactics

Volvo will continue its move away from traditional auto industry events to focus on bespoke activities to introduce its new cars, technologies and services to media and consumers.

The shift towards purpose-specific communications supports the company’s ambition to transform its connection to its customer base, with the aim to build more than five million direct consumer relationships by the middle of next decade.

As part of the company’s strategy to target a new mix of audiences and develop its own events, Volvo Cars has decided it will not attend the Geneva Motor Show in 2019.

Björn Annwall, senior vice president of strategy, brand and retail at Volvo Cars, said, ‘The ongoing change in the car industry is creating new audiences for Volvo Cars and new ways of bringing products to the market.

‘Automatic attendance at traditional industry events is no longer viable – we must tailor our communications based on how the options complement our messaging, timing and the nature of the technology we are presenting.

‘We are not saying never to car shows. We expect industry events like the Geneva Motor Show to continue evolving and we may return in future.’