Geely-Volvo: The Road to a Cross-Country Marriage

The Chinese automotive manufacturer Geely Group acquired all shares of Volvo Cars in August 2010, marking a big step forward for Geely’s global ambitions. The newly formed Volvo China management team faced both opportunities and challenges. How should Volvo’s global strategy be adjusted to better leverage the fast-growing China market? What was the key to significant improvement in sales in China? Where should Volvo build its new factories? Meanwhile, cultural conflicts would have to be handled carefully, given the cultural diversity of the Volvo team.