For the first time in three years, every automaker will attend the Montreal International Auto Show (MIAS). Indeed, Volvo has decided to come back. Montreal will actually host the Canadian launch of the all-new 2007 C30.
Volvo snubbed the last two presentations of the MIAS. In 2005, the Swedish manufacturer, along with Jaguar and Land Rover, was unhappy with the exhibit area the organizers had given them. It was deemed too far apart from the other luxury brands. Company executives thought the economic repercussions would not cover for the required investment.
Last year, the two British automakers stopped protesting and came back to the MIAS. Volvo did not follow. Rather, they said they would take the money planned for Montreal and invest it in more targeted marketing campaigns.
The company claimed that despite not being present at the Palais des congrès, its sales increased by 14 percent in Quebec during the first half of 2005.
The main exhibit area for 2007
Everything's changed for 2007 (from January 19 to 28). Volvo will have a
stand in the main exhibit area on Level 2, among all the other luxury manufacturers.
Unsurprisingly, the C30 is responsible for Volvo's return to Montreal. With its compact size, European style and base price under $30,000, this 4-passenger coupe has all the ingredients to appeal to Canadians.
The C30 should account for nearly 20 percent of all Volvo sales in the country (11,651 units last year).
Quebec designer
The latest addition to the Swedish lineup should be even more popular in Quebec. After all, the guy who penned its exterior design is none other than Simon Lamarre, 38, a designer born in Sainte-Therese, on the North shore of Montreal.
The C30 will attract an all-new type of customer, one whose demographic profile was previously unknown to Volvo. "We considered many potential avenues to attract these new customers. And you know what? The best way to get our message across is simply to show them the car. And we will be doing so at the Montreal Auto Show," said Chad Heard, a Volvo Canada spokesman.
Staying for good?
Is Volvo staying for good? That's impossible to say. "We will make a decision each and every year. For the time being, we can't say we'll be here forever or never again," added Mr. Heard.
If it were not for the C30, would Volvo have come back to Montreal? "I won't comment on any speculation," he concluded.
 |
| (Photo: Volvo) |
Last year, the two British automakers stopped protesting and came back to the MIAS. Volvo did not follow. Rather, they said they would take the money planned for Montreal and invest it in more targeted marketing campaigns.
The company claimed that despite not being present at the Palais des congrès, its sales increased by 14 percent in Quebec during the first half of 2005.
The main exhibit area for 2007
Everything's changed for 2007 (from January 19 to 28). Volvo will have a
 |
| (Photo: Volvo) |
Unsurprisingly, the C30 is responsible for Volvo's return to Montreal. With its compact size, European style and base price under $30,000, this 4-passenger coupe has all the ingredients to appeal to Canadians.
The C30 should account for nearly 20 percent of all Volvo sales in the country (11,651 units last year).
Quebec designer
The latest addition to the Swedish lineup should be even more popular in Quebec. After all, the guy who penned its exterior design is none other than Simon Lamarre, 38, a designer born in Sainte-Therese, on the North shore of Montreal.
 |
| (Photo: Volvo) |
Staying for good?
Is Volvo staying for good? That's impossible to say. "We will make a decision each and every year. For the time being, we can't say we'll be here forever or never again," added Mr. Heard.
If it were not for the C30, would Volvo have come back to Montreal? "I won't comment on any speculation," he concluded.
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