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The competing visions of Li Shufu of Geely, Volvo's new Chinese owner, and that of Stefan Jaccoby, CEO of Volvo. Volvo is known for a family friendly car with fuel efficiency and safety. Geely's vision for Volvo is a luxury car that will compete with Mercedes S class and the BMW 7 Series, and Lexus in the Chinese upscale market. The problem is that China is less than 10% of Volvo's worldwide market and Jaccoby wants to keep these customers who buy the Volvo as an understated family friendly car that emphasizes safety and fuel efficiency. Geely executives are moving in another direction and are focussing on the fast growing market for luxury cars in China. This segment is dominated by Mercedes, BMW and Lexus, who sell 90% of the cars in this segment. Such a strategy would depend on gaining acceptance in this segment, which is highly uncertain. It also risks alienating customers around the world who look at Volvo in a certain way, just as Subaru owners in the U.S. look at Subaru in a certain way. The culture clash is also reflected in the backgrounds of the two executives. Jaccoby, is quiet in manner, studied at the University of Cologne, and worked at VW before joining Volvo. Li Shufu is a son of former farmers who built Geely from humble beginnings in a rural area of China. Li wanted to move aggressively and build three plants in China. Jaccoby persuaded Li to make plans for one plant and make agradual expansion. The design of a new Volvo shown recently in Shanghai also represents a compromise. The design is called Concept Universe and gives a larger and different look for the Volvo....

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Stefan Jacoby, a former head of VW USA, will be the new CEO of Volvo, after its acquisition with 100% ownership by Geely of China. Geely paid $1.3 billion cash for Volvo to Ford Motor, the original price was $1.8 billion but adjustments were made for retirement funds and working capital. Ford originally acquired Volvo for $6 billion. Ford has debt of $27 billion and will be able to reduce some of this debt wit cash from the Volvo sale.

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Talks between the parent company Geely and its Volvo unit in Sweden for technology sharing, including developing a car specially for the Chinese market. Volvo's technology would help Geely design a car to better compete in the Chinese market.

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Volvo advertising to attract the younger crowd.

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Volvo has seen a sharp dropoff in sales in North America, and is losing money in North America. It may be sold by Ford to get more cash for its core Ford business. Ford has appointed a new CEO to separate Volvo operations from Ford's which suggests an intention to sell the company. As other carmakers are closing the gap on safety like Honda and other companies Volvo is not such an atttractive option as before.

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Volvo sales reached about 135,000-140,000 units in North America in 2003-2004 and is dropping since then down to about 100,000 units. Now Volvo worldwide which had a loss in the 2008 first quarter of $151 million on a decline in sales by $400 million and selling 22,000 fewer cars, compared to same quarter 2007, is cutting production. Volvo is affected by its mix in sales with larger cars and its larger SUV not selling as well as its smaller cars. This even though sales are expanding in Russia and China. The exchange rate between the Swedish kronor and the dollar is hurting Ford as the adverse exchange rate has cost Ford $1.7 billion in losses in the last 2 years. About 3000 workers buyouts in the last 2-3 years from a global workforce of 25,000. And 100 positions were cut through consolidation at a single North American headquarters in New Jersey. North American dealerships will be reduced from 350 to 300 by 2009. Production cuts are at plants making the larger models. Production has been cut at the Torslanda plant in western Sweden, where the pace of production will be cut by one third from 60 an hour to 44 an hour cars produced. The plant shift redction will lead to about 700 layoffs by January2009. No cutbacks are planned at the plant in Belgium which makes smaller cars and the S60 crossover SUV. ...

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Mullaly's experience at Ford, its culture, changes he has made and the gradual improvements that are taking place and showing up in better quality cars, cars for a global market with all global product capabilities focussed on developing top rated cars and all energies focussed on fewer car brands, the Ford and Lincoln brands. But as results improve the test will be how well Ford can withstand the difficult conditions ahead as consumption is sure to decline, and sales of cars drop with it as carmakers go through 2008 and 2009. The decision to focus on profitability was a critical choice made by Mulally and shows his instincts are right to let Ford's market share drop to its natural level and cut production to cut inventories and let ford scale down into a smaller but profitable and reilient company. The other was to focus on global cars and global product capabilities under Dennis Kuzak. And the third move to get marketing right with Jim Farley taken by Mullaly from Toyota's marketing organization. And the focus would be only on the Ford brand and logo, so Mulally will close Mercury models and sell the premium luxury brands except Volvo with the sale to Tata Motors. The market and stock price is responding and Ford has already shown a profit of $750 million in the second quarter of 2007 by being able to sustain higher prices with fewer cars to sell. The Fiesta compact goes on sale in the US in 2010 and this with the redesigned Focus and other models will show how far Ford can go. The risk is now more in the economy as BW estiimates show a $3 trillion overhang of overspending that occurred over the last decade that will have to be worked down by US consumers and so one can expect a continued and protracted decline in sales not just for Ford but for all manufacturers in the USA market....

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Volvo's XC90 SUV new model in 2014 is the first under Geely ownership.

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Volvo is the economic centre of western Sweden. It merged with Geely of China after Volvo executives met with Geely Auto Holding group executives. Ford Motor acquired Volvo in 1999 for $6.45 billion but failed to invest in the company. Geely has invested $10 billion since the merger with Volvo and Volvo sales have increased. Volvo was able to operate autonomously under both Ford and Geely. There is now considerable uncertainty about the future of Volvo and its autonomous operating status after deterioration in relations between Sweden and China. 

Sweden has seen acquisitions of technology companies in Sweden by China and there is concern in Sweden from the standpoint of national security. In this new context there is considerable uncertainty in Sweden about the future of Volvo.

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Geely's plans for Volvo are to build a presence for Volvo in China. This includes plans for additional local manufacturing facilities. One near Shanghai, another in Chengdu, and another being considered for Daqing. Each plant would produce 100,000 cars, with the Chengdu plant nearly complete and the others still to be built. Geely has received $444 million and $148 million respectively from the municipal governments of Daqing and Shanghai. Geely executives pointed to the need to upgrade Volvo's S80 sedan to compete with the likes of Mercedes Benz S-Class and BMW 7 series. Volvo hopes to sell additional cars to the Chinese government and state run companies. Risks associated with expanding car manufacturing were cited by Chen Bin, senior official of the China National Developmet and Reform Commission, at an auto industry conference recently. He said the combined capacity to build cars in China for all companies willl reach 31.24 million vehicles by 2015, up from the 13.95 million vehicles at end of 2009. ...

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Volvo sales worldwide hit 458,000 in 2007 and nowhere near the 650,000 the company set as a target when it bought Volvo in 1999 for $6.45 billion. The dollar has gone from being on par with the euro to $1.50 per euro in the last couple of years. The Volvo cars are made in Sweden and Belgium so this has hurt sales.In North America Volvo sales dropped from 130,000 to 90,000 in 2007. Volvo has come up with a smaller SUV the XC60 just introduced at the Geneva Auto Show and is according Mr Arp the Swedish head of Volvo the safest Volvo model built. It has sensors on the windshield that help it apply brakes automatically if its likely to get too close to the car in front in city driving.