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Volvo Cars will defy tradition at this year’s LA Auto Show. It’s announced that there will be no cars on its stand. Instead attendees will see the above sign featuring the statement: ‘This Is Not A Car’. Instead of a new model, Volvo will show a number of interactive demonstrations of connectivity services, such as in-car delivery, car sharing and its car subscription service Care.

The car maker says the move ‘demonstrate its vision, redefining what a car can be’.

In a press release, Håkan Samuelsson, CEO of Volvo Cars, says: “Our industry is changing. Rather than just building and selling cars, we will really provide our customers with the freedom to move in a personal, sustainable and safe way. We offer our customers access to a car, including new attractive services whenever and wherever they want it.”

“By calling the trade show Automobility LA, the organisers have recognised the disruption affecting our industry,” says Mårten Levenstam, responsible for product strategy at Volvo Cars.

“We want to demonstrate that we got the memo and start a conversation about the future of automobility. So instead of bringing a concept car, we talk about the concept of a car. We will not win the ‘car of the show’ award this year, but we are comfortable with that. Because this is not a car show,” he adds.

Auto Futures will have in-depth coverage of Automobility LA from November 27th onwards.

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