Geely: A Case Study on the Trend Following Volvo-Owner

This chapter focuses on Geely, a Chinese car manufacturer, who is not even a leading player in its domestic market, but has recently become the largest exporter of cars from China. This has been done through both acquisitions and fast technological development. Geely follows a clear strategy and aims to become a leading global player through its quality products, great safety standards, and excellent sales and after sales services, as well as through competitiveness in pricing. Strategic investments worldwide, acquisitions of renowned companies such as Volvo, and continuous development of its human capital, its know-how and product range all place Geely into a position where they should be considered as a serious competitor, certainly in the next decade. The reason for Geely’s success can be summarized in the following points: good enterprise culture and philosophy, the right time and right place, and “Go with the trend”: good strategies for different times. Building upon its strength, it is very likely that Geely will become a world brand.