Is Volvo well-prepared for the Chinese market?

Volvo Cars has decided to strengthen the management of China, and announced that Shi Ruixiang is the CEO of Volvo Car Sales (Shanghai) Co., Ltd., which is the sales company of Volvo Car Group in China, and is fully responsible for the sales, marketing and sales of Volvo Cars in China. customer service. According to Volvo, the purpose of these initiatives is to "prepare for business growth in China, the world's largest auto market, in the next five years."

Indeed, Volvo’s positive attitude has been shared by people in recent days. Regardless of brand promotion, channel construction, model launch, or personnel adjustment, it can be seen that it is determined to be bigger and stronger. The Chinese market has become a hot spot for its revitalization plan. On various occasions, Volvo’s senior officials do not conceal their enthusiasm for the Chinese market.

In November last year, Volvo’s 100th dealership store in China was officially opened. Volvo Cars President and CEO Stephen Jacobs visited China for the first time and attended a ceremony with several senior executives to open the ribbon for the opening of the exhibition hall. And to show the guests luxury Volvo luxury and fashion aggressive brand concept. Jacob said that the purpose of his current visit to China is to thoroughly investigate the Chinese market and lay a foundation for Volvo Cars to create a better future in China.

To promote the brand depends on models, following the recent new S80L T4 directed to government procurement, Volvo recently in this year will be introduced to the Chinese market S60 momentum. The pre-show ceremonies at the Guangzhou Auto Show were massive. Volvo’s high-level position was even more astonishing: Volvo S60 competitors pointed to the German top three, Mercedes-Benz C-class, BMW 3 Series, and Audi A4L. The merits and demerits of the S60's competition are a matter of a moment, and it is this momentum that Volvo did not have in the past.

After the channels and models are all in place, people become more important. It is reported that before accepting the new appointment, Shi Ruixiang served as CEO and President of Volvo Cars Japan Sales Co., Ltd. He had worked in Volvo Cars' global sales and marketing department for many years and was rich in the United States, Sweden, Australia, the United Kingdom and Germany. Working experience. With this arrangement, Volvo’s emphasis on the Chinese market can be seen at a glance.

In addition, there are sponsored various events, relying on sports marketing to increase awareness, etc., are what Volvo is doing right now. It can be said that Volvo's long-term development strategy based on China and expanding Asia has been fully started.

So is Volvo really ready?

On the surface, Volvo seems to be well prepared. However, there are still many insiders who believe that Volvo still owes some of the heat. Although it is still saying that it wants to rely on the Chinese parent company, the pride of the Swedes has not really allowed them to rely on their own attitudes. This can be seen from the progress of its integration after being acquired by Geely. Obviously, Volvo has been adhering to its own management style and culture, and has always declared "Geely is Geely, Volvo is Volvo".

In fact, the brand culture should be insisted directly, but if you repeatedly emphasize "independence," it is completely unnecessary. Do not say that you are the pride of the royal family, stop saying that you are favored by political figures and celebrities of all walks of life, because in China, your main purpose is to sell cars, that is, how to make consumers accept you faster. The unlimited potential of the Chinese market has made all luxury vehicles coveted. Mercedes-Benz has shouted "We want to make everyone's dream come true." BMW and Audi have also positioned themselves for fashion and youth. What is Volvo's insistence on? After being acquired by Geely, Volvo has already had advantages that other luxury car brands do not have. To make good use of this advantage, when Geely is the “mother” company, it will not harm Volvo’s pride. On the contrary, there may be unexpected gains.