Volvo no-show for 2006 Montreal Auto Show again
Volvo announced late last week that they would once again boycott the Montreal International Auto Show. Most of us remember that they were also absent for the 2005 show. The principal difference this time, is that they are citing financial reasons for not appearing at the 2006 event. They do not believe that the return on the investment will be worthwhile. Last year, the excuse was that the display location was too far from their main competitors and that they were not sufficiently visible.
What is particularly sad about this situation is that Montreal is and has been Volvo's most important and loyal market in North America. As well, the area reserved for Volvo at the Toronto auto show is considerably larger and will therefore cost them more money. Logic would dictate that if the reason is a lack of funds, they should attend the show that will cost the least. It seems as though they are set to go for the Canadian International Auto Show, as Volvo will be spending the money that could have gone to Montreal on an advertising campaign.
Volvo announced late last week that they would once again boycott the Montreal International Auto Show. Most of us remember that they were also absent for the 2005 show. The principal difference this time, is that they are citing financial reasons for not appearing at the 2006 event. They do not believe that the return on the investment will be worthwhile. Last year, the excuse was that the display location was too far from their main competitors and that they were not sufficiently visible.
What is particularly sad about this situation is that Montreal is and has been Volvo's most important and loyal market in North America. As well, the area reserved for Volvo at the Toronto auto show is considerably larger and will therefore cost them more money. Logic would dictate that if the reason is a lack of funds, they should attend the show that will cost the least. It seems as though they are set to go for the Canadian International Auto Show, as Volvo will be spending the money that could have gone to Montreal on an advertising campaign.