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Volvo to sit out 2019 Geneva auto show

by Ronan Glon

Volvo wants to find new ways to bring cars to the market.

The Geneva auto show isn't immune to the recent automaker exodus that has plagued other auto shows. Volvo has announced it won't attend next year's edition of the important annual event.

"The ongoing change in the car industry is creating new audiences for Volvo Cars and new ways of bringing products to the market. Automatic attendance at traditional industry events is no longer viable - we must tailor our communications based on how the options complement our messaging, timing and the nature of the technology we are presenting," explained Björn Annwall, the brand's senior vice president of strategy, brand, and retail.

He stressed Volvo isn't leaving the Geneva auto show forever. The company expects Geneva will continue to draw journalists and visitors from around the world and Volvo could return if it has something to announce or introduce around the dates of the show.

So far, Volvo is the only major automaker that has confirmed its intention to skip the Geneva show. Others could follow in the coming months. Right now, the industry's attention is turned towards the upcoming 2018 Paris show and the 2019 Detroit show. Both events will be a lot emptier than ever in recent memory.

Photo by Ronan Glon.