Decade-Long Transformation Cycles

“As the first private car enterprise, starting in 1997, Geely was determined to make good cars affordable for the average person. In 2007, Geely transitioned from price competition to leading in technology and performance. After acquiring Volvo in 2010, Geely began a second transformation, shifting from “Technological Geely” to “Quality Geely.””

“In the sluggish automotive market of 2015, the transformation battle began with the “attack from below” by the Borui model, ushering in Geely’s 3.0 era of premium vehicles. Interestingly, compared to the 22% sales decline in 2014, a year later, Geely Automobile led the self-owned brands with a 22% year-on-year sales increase. For An Conghui, president of Geely Automobile, who directed this turnaround, “2 million vehicles in 2020” is only Geely’s baseline.”