Volvo - This is not a car

Volvo Cars comes to Automobility LA this year with a world-first: not a single car on the stand. Instead the company will demonstrate its vision, redefining what a car can be.
Since motor shows were introduced, the car has always been a centrepiece, on a rotating stage or covered under a silk sheet. Yet cars are changing, the industry is changing and so are the expectations of people who use cars. Volvo at Automobility LA reflects these changes.
How consumers experience a car brand is today more important than chrome, leather or horsepower. So on the Volvo stand, visitors will look to the central space where they would expect to find a car, and instead see a simple yet surprising statement: ‘This Is Not A Car’.