Geely boss Li Shufu wants to take Volvo upscale and compete against Audi, Bmw

Article by Christian A., on September 6, 2011

Zhejiang Geely Holding Group’s Chairman Li Shufu, in spite of everything, may be taking Volvo Car Corp. upscale. Last year, shortly after acquiring Volvo, the Geely boss had a dispute with the management of the automaker regarding the brand’s proper image.

Li wanted the Swedish brand to rival the premium vehicle market’s leaders, which include BMW, Mercedes-Benz and Audi. However, Li admitted on November that the managers of Volvo in Sweden had sufficient reason to oppose. Currently, there are signs that Li has his way. For one, Volvo revealed its new international brand tagline "Designed Around You" last week.

While executives at Volvo continue to emphasize product safety, there was a new message also, says Autonews. According to Volvo's international marketing boss Richard Monturo, the new marketing strategy sums up their approach to understanding people, providing them with a “luxury experience that is a little more human-oriented..."

He sounded vague regarding the phrase "luxury experience" though. On the other hand, the speech of Volvo Senior Vice President Freeman Shen was clear regarding the direction of the company.

Specifically, he mentioned that one of the company’s five targets by 2020 is to become a top-tier luxury brand worldwide. He further stated that the company will offer products that meet the comprehensive needs of their customers, become a best employer internationally, boost sales to 800,000 units annually and obtain above-industry-average investment returns.

The company has a long way to go before it could challenge BMW, Mercedes-Benz and Audi. In China, the company’s sales are relatively low. During the first seven months, the company sold 21,718 vehicles, only one-seventh as many as Audi. In addition, Volvo does not have a flagship model to rival the Mercedes S class or the BMW 7 series.

Topics: geely, audi, bmw

If you liked the article, share on:

Comments

Recommended

While Tesla Motors continues to struggle with regards to the assembly of its much awaited Tesla Model 3, investment firm Oppenheimer & Co. is confident that its previous production estimates...
by - October 22, 2017
It seems that BMW’s high-performance division -- BMW M – still has not warmed up to front-wheel drive vehicles. So those who had been looking forward to BMW M vehicles...
by - October 22, 2017
Porsche already has the Performance Package for their range-topping Macan Turbo, which is currently available in some countries. Soon, this model will be dethroned by something even fancier by the...
by - October 22, 2017
After the highly dynamic Polestar 1 two-door coupe – Polestar’s first ever production car -- was recently unveiled, not a few people’s curiosity was piqued as to how much they...
by - October 21, 2017
The BMW 7 Series is already highly sought after but nonetheless, the German marque is giving it a more exclusive variant for the Russian market, and they are calling it...
by - October 20, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries