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The Persuader

My personal blog, started in 2006.



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31.03.2010

Volvo Cars, a unit of Zhejiang Geely Holding Group Co.

I haven’t missed the sale of Volvo to Geely, but it wasn’t as momentous as the rebirth of Saab. We knew the deal was coming and the rest were formalities.
   The company has said there will be no Geelys badged as Volvos and vice versa. It recognizes the Volvo brand is too valuable to tinker with—something Ford did, too, even if it starved the company of smaller models that could have helped kept its market share strong in Sweden.
   Important for Geely is the innovative technology that Volvo possesses that could make the younger company a world-class player. It’s common knowledge that Volvo provided Ford with some of its better present platforms, and that as a centre of excellence, it worked on safety systems for all Ford units.
   Geely gets access to the lot, which improves its own product—while arguably helping Volvo realize economies of scale in the Red Chinese market. It only sells a seventh of what Audi does in the growing market, and Geely could instantly help improve that.
   The deal makes sense. One only needs to take a look at how quickly Geely has grown in China—without pirating others’ designs—to know that it’s not in the business of asset-stripping or ripping off its Swedish unit. Of the Chinese firms, it’s operated far more ethically than, say, BYD, with its too-close-to-Toyota designs.
   And will we see Geely outside China? You bet we will—but only when the cars are up to snuff. If Ford can build a Taurus on a Volvo S80 platform, then look out for world-class small- to mid-sized Geelys hitting international markets on future Volvo ones.

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Filed under: branding, business, cars, China, design, marketing, Sweden, USA—Jack Yan @ 11.37

One Response to ‘Volvo Cars, a unit of Zhejiang Geely Holding Group Co.’

  1. dragin says:

    Yes, it has operated more ethically and it has made a real effort to play the game by the rules. It hasn’t been easy to do so in the shadow of the state-owned giants. But I think it will pay off in the “global” long term.

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