Volvo is, famously, a high profile sponsor of sailing, including the Volvo Ocean Race cup.
The new focus isn’t to save cash, insist Volvo chiefs, but to have greater impact and returns on its marketing spend.
The firm’s marketing boss, Alan Visser, wants to move away from the so-called ‘spray and pray’ marketing model that sees lots of money spent for debatable returns.
A big motor show can cost upwards of $5 million to attend: Audi’s vast Frankfurt Motor Show stand is rumoured to have cost $20 million.
Big motor shows Volvo will withdraw from include Paris, Frankfurt, LA and New York. It will instead put extra money into an annual Volvo product briefing day.
This strategy, says the FT, follows a broader car industry belief that manufacturers get more coverage if they launch cars away from motor shows.
“Instead of having a 20-minute press conference in the middle of 50 other manufacturers, were going to have our day, our time, our message” said Visser.