How Geely waited for Volvo1)For what reasons did Geely want to buy Volvo?For a very long time, Volvo, a famous car manufacturer, was not the moneymaker, steadily declining sales under Ford's leadership. The Swedish company lost more than $2.6 billion in just two years (Welch D., March 29, 2010), before being bought by Zhejiang Geely Automotive Group (in the later text, Geely), a company based in China and mainly focused on motorcycles, engines, transmissions and automobiles. Observing the Chinese luxury market, it is not difficult to conclude that it is still booming, leaving plenty of room for new brand development and market positioning. There, Geely saw its big opportunity, thinking about how to revitalize Volvo, transforming the brand and offering it to the world. Still, it took time for Mr. Li to be taken seriously at Ford, which was also partly helped by the recession. As Russo (2009) astutely pointed out, the acquisition of Volvo represents a very ambitious move for the Chinese automaker, but necessary to help China become a world-class player in the automobile industry. Mr. Li, owner of Geely, understands that selling cars in China is nothing like selling the same car all over the world, which means facing many challenges to win in an increasingly competitive Chinese market .2) How is Volvo positioned in the Chinese market, compared to Audi, BMW, Mercedes, Volkswagen, etc.? (Who are the main competitors currently? How do they differ from each other) Geely believes that there is significant potential for Volvo in the Chinese market. However, to compete with large luxury car manufacturers like BMW, Mercedes or Audi, Volvo must be accepted and further understood as a European Union...... middle of paper ......geely-and-volvo -mariage-a- success-100331.shtmlRusso B. (December 31, 2009) Ford's Sale of Volvo to Geely Benefits All Parties, retrieved April 26, 2014 from http://autonews.gasgoo.com/commentary/ford-s-sale -of- volvo-to-geely-benefits-all-parties-091231.shtmlShirouzu N. (August 19, 2010) Volvo will Buff its Brand, retrieved April 25, 2014 from http://online.wsj.com/news/articles / SB10001424052748703649004575436890983653772VOLVO (January 9, 2014) Press releases, retrieved April 26, 2014 from https://www.media.volvocars.com/global/en-gb/media/pressreleases/137771/volvo-car-group-announces-dece member-and-year-2013-retail-sales-global-car-sales-growth-volvoWelch D. (March 29, 2010) Geely buys Volvo. Believe it or not, this might work. Retrieved April 25, 2014 from http://www.businessweek.com/autos/autobeat/archives/2010/03/geely_buys_volv_1.html