Volvo will rely more on direct marketing than on auto shows to persuade people to purchase its offerings. As part of its new marketing strategy, Volvo will not participate in all but one auto shows per region. Volvo has identified the Detroit and Geneva auto shows as the events it would take part. The carmaker will also choose between the Shanghai or Beijing auto shows.
This means that Volvo would not be seen in other auto shows in the United States like the New York, Los Angeles and Chicago events, and Europe like the Frankfurt and Paris occasions.
Volvo sales chief Alain Visser told Bloomberg that the carmaker will do things that are unexpected in the auto industry, adding the company needs to "stand out and challenge things." The decision not to take part in major auto shows contrasts that of the strategy by German luxury carmaker BMW, Audi and Mercedes to boast, especially in emerging markets.
For instance, Audi participates in all major auto shows like those in Paris, Geneva and Shanghai. Audi even build temporary free-standing exhibition halls for displaying its latest models at the last two events in Frankfurt.
Audi sales chief Luca de Meo remarked, “when we go there, we try to be the best," referring to the carmaker’s tendency to splurge during auto shows. He noted that Audi view auto shows as very important platforms.
On the other hand, Volvo will also commence online sales of vehicles online as it launches new models. Online sales will be gradually introduced, with a larger budget allocated for digital advertising.
The Detroit Auto Show -- formally known as the North American International Auto Show (NAIAS) -- is held annually in Detroit, Michigan at Cobo Center, usually in January. The NAIAS has been hosted in Detroit for more than a century and has been held at Cobo Center since 1965. The Detroit Auto Show usually commences with press preview days, industry preview days and a charity preview event. In 2015, the Detroit Auto Show is scheduled from January 12 to 25. It will be opened to the public in January 17.
Usually held in March, the Geneva Motor Show – officially dubbed as Salon international de l'automobile -- is organized by the Organisation Internationale des Constructeurs d'Automobiles and is regarded as a level playing field for carmakers, essentially because Switzerland has no auto industry of its own. The first edition of the show was held in 1905. The 85th Geneva Motor Show will be held from March 5 to 15, 2014.