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.