The Chinese-owned manufacturer says it is still a ‘relatively small player’ in the global market, and would not succeed by ‘doing the same as the others’.
Volvo will not be appearing at Frankfurt, Tokyo and Paris, and will instead save its money to focus its attention on growing its online presence.
Sales and marketing vice president Alain Visser said there were ‘better ways’ to communicate to the public when new models were being launched. It showcased its latest XC90 SUV at this year’s Paris show – Volvo’s first new car since the V40 hatchback in 2012 – and sold all 1,927 first editions in 47 hours, using only online platforms.
Volvo is likely to continue to showcase at the three main motor shows next year – Detroit, Geneva and Beijing.