Skip to main content

Volvo may swap auto shows for online sales and more digital marketing

2015 Volvo XC90
Image used with permission by copyright holder
Online shopping has revolutionized many areas of retail, but car buying isn’t one of them.

With the notable exception of Tesla Motors and a few other cases, shopping for a car is something that’s still done primarily in showrooms.

Recommended Videos

However, Volvo has gotten hip to the fact that all of the kids are hanging on the Internet these days, and thinks more people might want to buy a car the same way they buy obscure collectibles and clothing they just end up returning anyway.

It’s part of a new marketing strategy that will also see increased emphasis on digital advertising and a smaller presence at international auto shows, Volvo sales chief Alain Visser said in a recent interview with Reuters.

Tesla’s strategy of direct sales – either online or through its company-owned stores – has enraged dealers, but Volvo doesn’t see itself as challenging the traditional franchised model.

Cars sold online will still “pass through the dealer network,” Visser said, but the company will still have to navigate state franchise laws and auto-dealer associations.

While Volvo plans to expand its presence online, it will also shrink its footprint in the real world.

The company will reportedly withdraw from all but one major auto show in each of three key regions – Europe, North America, and Asia – and stage its own event instead.

Auto shows are the traditional venue for unveiling new models, but the flexibility of the Internet and the 24-hour coverage it enables have led automakers to branch out.

Recent unveilings like the 2016 Mazda MX-5 Miata and 2014 BMW i3 were staged as standalone online events, gaining more coverage than they might have at an auto show through spectacle and not having to compete with other new-car launches.

A relatively small carmaker like Volvo still needs to stay visible, though, and strategists appear to be betting that online visibility is worth more than real-world visibility.

Topics
Stephen Edelstein
Stephen is a freelance automotive journalist covering all things cars. He likes anything with four wheels, from classic cars…
Scout Terra vs. Tesla Cybertruck: retro and futuristic, head to head
Scout Motors Terra driving front

Scout Motors is back. The classic brand has been reinvigorated under Volkswagen Group, and not only that, but it has already announced two new vehicles that it plans to launch in the next few years. Of the two, the Scout Terra is the electric truck, and it's built to offer a modern design with an excellent range and fast performance.

But how does the Scout Terra compare with another popular electric truck, the Tesla Cybertruck? While the Scout Terra is set to be much cheaper than the Cybertruck is now, it's entirely possible that by the time the Terra is released, it could have a higher price tag than expected, while Tesla lowers the price tag of the Cybertruck. Is one of these trucks objectively better? We put the two head-to-head to find out.
Design
The Scout Terra and the Tesla Cybertruck arguably couldn't be further apart in terms of design. Of course, variation is a good thing, at least as long as both options are solid under the hood too.

Read more
Hyundai 2025 Ioniq 5 is under $44,000, with more range and NACS port
hyundai ioniq 5 44000 nacs 64149 large631652025ioniq5xrt

Hyundai is on a roll. In October, the South Korean manufacturer posted its best U.S. sales ever, largely driven by sales of its popular Ioniq 5 electric SUV.

Now, all eyes are on the Ioniq 5’s 2025 model, which is set to become available at dealerships before year-end. As Digital Trends previously reported, the crossover model adds a more rugged-looking trim level called XRT and provides additional driving range as well as new charging options.

Read more
Mazda confirms a hybrid CX-5 and electric SUV are on the way
mazda hybrid cx 5 electric suv 2024 arata concept 4

Mazda might be making headway in the pursuit of bringing back an electric vehicle (EV) stateside.

Ever since it discontinued the MX-30 EV in the U.S. last year, the Japanese automaker has had zero EV offerings for potential U.S. customers.

Read more