‘This is not a car show:’ Volvo plans an empty stand at the LA Motor Show
Volvo is planning a bold move for this year’s LA Motor Show; it's showing up completely empty-handed.
Instead of adhering to the ‘concept car covered with a shiny cloth’ trope, Volvo has decided to use the LA Motor Show as a platform for a discussion about the ‘concept of a car’ and the future of automobility.
The company’s stand won’t feature a revolving monument to leather, luxury and horsepower, but instead a series of interactive demonstrations on connectivity services and autonomous driving.
The centrepiece of the stand will be a simple statement, sculpted from wood, reading ‘this is not a car.’
Mårten Levenstam, of Volvo’s product strategy department, somewhat unusually stated: "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."
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Volvo’s unorthodox show stand will be used to showcase its ideas for upcoming models. For example, the demonstrations will outline the company’s plans to make half of its range electric and a third of it autonomous by the middle of the next decade.
The company also plans to demonstrate its in car-delivery system (a service which allows parcels to be delivered directly to compatible cars), its car-sharing service and the car subscription service, Care by Volvo.
Speaking about Volvo's LA plans Håkan Samuelsson, chief executive of Volvo cars, pointed to a change in responsibilities for car manufacturers. He outlined the company’s new purpose, stating: "rather than just building and selling cars, we will really provide our customers with the freedom to move in a personal, sustainable and safe way."
Volvo hopes to achieve these goals through partnerships with longstanding technology companies such as Amazon, Google and Nvidia and start-up companies such as Luminar and Zenuity.
What are your thoughts on Volvo’s empty LA Motor Show stand? Let us know in the comments below…