A compelling question is emerging in the auto industry: Now that Geely has successfully leveraged Volvo’s technology to launch brands like Lynk & Co, is Volvo’s relevance within the hyper-competitive Chinese market starting to wane? This is a highly plausible analysis, especially when viewed through the lens of China’s unique market dynamics and Geely’s masterful strategic chess game.
1. Geely’s Strategy: “Technology Dissemination,” Not Just Absorption
To understand Volvo’s current position, we must first look back at Geely’s acquisition and its subsequent strategy.
- A Genuine Revival: It’s a fact that Geely resuscitated Volvo. When Geely acquired the brand from Ford in 2010, Volvo was ailing. Geely’s massive investment not only restored Volvo’s financial health but also funded the development of new platforms (like SPA and CMA), successfully reviving the brand. For Geely, a strong, profitable Volvo was a critical strategic goal and a major success story in itself, not just a temporary asset.
- The Birth of Lynk & Co and Strategic Tech-Sharing: Lynk & Co was born from a collaboration between Geely, Volvo, and CEVT (China Euro Vehicle Technology), a joint R&D center in Sweden. Early Lynk & Co models were built on Volvo’s CMA platform (shared with the XC40) and heavily incorporated Volvo’s safety technology, quality control, and engineering expertise.
Instead of a simple “technology grab,” it’s more accurate to see this as strategic technology dissemination. It was a clear strategy by Geely to diffuse Volvo’s premium technology and European engineering capabilities across other brands in its portfolio, rapidly elevating the technical prowess of its entire group.
2. Volvo’s ‘Relative’ Decline in Necessity
This is where the paradox lies. While Volvo thrives globally, its unique necessity within China has diminished for several reasons.
- Geely’s Crowded House: A Multi-Brand Portfolio: Geely now owns a diverse portfolio of premium and high-performance brands, including Lynk & Co, Zeekr, Polestar, and Lotus. Most of these brands were developed using Volvo’s technological foundations (platforms, powertrains, safety tech). They are purpose-built to target specific, modern consumer segments.
- The Unique Demands of the Chinese Market: Today’s Chinese auto market, especially for NEVs, is defined by a specific set of consumer demands: cutting-edge smart features, rapid over-the-air (OTA) updates, bold and often aggressive design, and relentless price competition.
Volvo’s traditional strengths—unparalleled safety, minimalist Scandinavian design, and understated luxury—still resonate strongly in global markets. However, in China, they face intense competition from brands like Zeekr and Lynk & Co, which are more agile, more attuned to local tastes, and built from the ground up to excel in the “smart digital experience” that Chinese consumers crave. - Why Volvo is Struggling in China: Volvo’s sales slump in China isn’t just about price. As we’ve discussed, it’s a combination of a somewhat muddled electrification strategy, a lack of China-specific models, and a relative weakness in the “smart tech” and digital ecosystems that are now primary purchase drivers. When other brands within the Geely family are better equipped to meet these specific needs, Volvo’s ‘exclusive’ or ‘essential’ status within the Chinese market inevitably weakens.
3. Volvo’s Enduring Importance on the Global Stage
It is crucial to understand that this challenge is specific to the Chinese market. Globally, Volvo’s sales figures and brand value, particularly in Europe and North America, remain robust. For Geely Group, Volvo is the anchor that secures its foothold in the global premium market. This positively impacts the brand image and perceived technological prowess of the entire Geely empire. Therefore, Volvo is far from “no longer needed”; it remains a cornerstone of Geely’s global strategy.
Conclusion: A Strategic Shift, Not Abandonment
Volvo’s position is best understood as a brand that continues to fulfill its role as a global premium player, while its relative standing within China is being challenged by fierce competition from its own sibling brands and the market’s unique evolution.
This is not a sign of Volvo being “abandoned.” Rather, it is a predictable outcome of Geely’s sophisticated multi-brand portfolio strategy and its push to maximize synergy through technology sharing. Volvo’s current difficulties in China are a fascinating case study of what happens when a powerful group strategy collides with the world’s most rapidly changing and demanding automotive landscape.