How Geely waited for Volvo1)For what reasons did Geely want to buy Volvo?For a very long period of time, Volvo, a famous car manufacturer, was not a source of income, constantly declining in sales while under Ford's leadership. The Swedish-born company lost more than $2.6 billion in just two years (Welch D., March 29, 2010), before being acquired by Zhejiang Geely Automotive Group (hereinafter Geely), a company based in China mainly focused on motorcycles, engines, transmissions and automobiles. Looking at 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 chance, thinking about how to revitalize Volvo, transforming the brand and offering it to the world. However, it took some time for Mr Li to be taken seriously by Ford, which was also partially helped by the recession. As Russo (2009) perceptively pointed out, the acquisition of Volvo represents a very ambitious action for the Chinese automaker, yet necessary to help China become a world-class player in the automotive industry. Mr Li, the owner of Geely, understands that selling cars in China has nothing to do with selling the same car anywhere in the world, which means facing many challenges in conquering a growing and increasingly competitive Chinese market.2 ) How Volvo positions itself in the Chinese market compared to Audi, BMW, Mercedes, Volkswagen, etc. (Who are the main competitors now? How do they differ from each other) Geely believes that there is significant potential for Volvo in the Chinese market. However, to compete with major luxury car manufacturers such as BMW, Mercedes or Audi, Volvo must be accepted and above all understood as a... middle of paper ......geely-and-volvo-marriage-to-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 improve its brand, Retrieved April 25, 2014 from http://online.wsj.com/news/articles/ SB10001424052748703649004575436890983653772VOLVO (January 9 2014 ) Press releases, retrieved on April 26, 2014 from https://www.media.volvocars.com/global/en-gb/media/pressreleases/137771/volvo-car-group-announces-de cembre -e-growth -full-year-2013-global-retail-sales-for-volvo-carWelch D. (March 29, 2010) Geely buys Volvo. Believe it or not, it might work, Retrieved April 25, 2014, from http://www.businessweek.com/autos/autobeat/archives/2010/03/geely_buys_volv_1.html