Volvo motor show concept

Volvo to pull out of key motor shows

Volvo motor show conceptVolvo will withdraw from all global motor shows apart from Detroit, Geneva and China’s Beijing and Shanghai events as part of a bold new marketing strategy for 2015.

The brand will also, reports the Financial Times, pull back on sponsorship of events – and has already withdrawn from the high profile European Tour golf World Matchplay Championship.

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.

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