Volvo Cars Cuts Back Auto Show Glitz in Marketing Shift – Bloomberg

Volvo Cars Cuts Back Auto Show Glitz in Marketing Shift – Bloomberg.

Volvo Car Group is shifting its focus from auto shows, where carmakers vie for influential eyeballs in an atmosphere of glamor and glitz, to market more directly to buyers instead.

Starting next year, Volvo Cars will take part in just one motor show per region: Geneva in Europe, Shanghai or Beijing in China and Detroit in the U.S., the Gothenburg, Sweden-based company said today.

Still, the carmaker plans to increase its marketing budget by spending more on e-commerce, dealerships and an annual event to promote its models.

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