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Volvo witnesses a reversal of fortunes under Geely ownership: Emphasis on safety and made in Sweden brand boosts growth

Summary

In 2010 Volvo was acquired by Geely from the Ford Motor Company. Volvo, which struggled financially in the latter years of Ford’s ownership, has seen a strong reversal in its fortunes under the ownership of Geely in recent years. This case study analyzes the reasons for this turnaround.

Key Highlights

- Geely purchased Volvo from Ford for $1.8bn in 2010, $4.7bn less than in paid 11 years earlier
- Sales of cars also have increased, rising from 373,525 units sold in 2010 to 571,577in 2017, meaning the number of cars being sold by the company per annum has increased by more than 50% in the past seven years under the guidance of the company’s new Geely appointed leadership
- Geely has been key to emphasize the “Swedishness” of Volvo. Volvo regularly produces advertising campaigns in which Swedish celebrities participate and the “Made in Sweden” logo is emphasized.
- The company’s focus on safe and reliable cars also works in perfect conjunction with the general positive opinion that most foreigners have regarding Sweden. This has boosted Volvo’s reputation and sales of its cars.

Scope

- Assesses Volvo's performance under the ownership of Ford
- Looks at the reasons for Ford's decision to sell Volvo
- Analyzes Geely's reasons for buying Volvo
- Explores how employing a European management team has played a key role in Volvo's turnaround
- Looks at how Geely has marketed teh Volvo brand
- Analyzes Volvo's performance under the ownership of Geely

Reasons to buy

- Why did Ford sell Volvo?
- Why did Geely buy Volvo?
- How has Geely overseen a reversal of fortunes for Volvo?
- What role has the new leadership team played in Volvo's recent success?
- How has Volvo looked to position its brand post acquisition?
- What are Volvo's sales volumes?
- What are Volvo's revenues and net income?