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Volvo to Withdraw From Most Auto Shows, Exit Motorsports

Motor Trend logo Motor Trend 12/17/2014 Kelly Pleskot
Volvo to Withdraw From Most Auto Shows, Exit Motorsports

Keeping up with German giants like BMW and Mercedes-Benz is no easy task for any automaker, and to differentiate itself, Volvo will start operating against business as usual. According to reports, Volvo will skip a number of key auto shows around the globe to focus on digital marketing as it begins selling cars online.

Volvo will only attend one auto show per region--including Detroit, Geneva, and either Shanghai or Beijing. That means it will pass on New York, Los Angeles, Chicago, Frankfurt, and Paris shows.

Volvo Concept XC Coupe© Provided by MotorTrend Volvo Concept XC Coupe

"We have been doing what is expected in the car industry so far, and we're going to do things that are unexpected," Volvo sales chief Alain Visser said, reports Automotive News. But Volvo isn't the first to use unconventional marketing techniques. General Motors famously quit Facebook and Superbowl advertising for a little while in a move that backfired for the company.

Volvo will also begin selling cars online as it brings out fresh new models like the XC90, although the company hasn't specified exactly how and where. It says it will introduce online sales "gradually" across the globe to complement dealership sales. And according to a report from Motorsport.com, Volvo is also pulling out of a number of racing competitions like the Swedish Touring Car Championship.

"Motorsport does not conform with our brand, where we stand for smaller engines and safety. We are therefore pulling out of STCC, for example, as soon as the contracts permits," Visser said.

Source: Volvo, Automotive News, Motorsport.com

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