Addressing Chinese media about its Volvo subsidiary recently, Geely chairperson Li Sufu said the company is serious about the future of Volvo and Geely as two separate brands but sharing research, development and technology.
“Geely and Volvo are like brothers, not father and son,” said Li. He also wants relations between Geely and Volvo Cars to be like the relation between Audi and Volkswagen – they share research and development, but have different brands.
“We will make Volvo cars more luxurious and high-end,” he said. Li emphasised Geely’s products have long outgrown the original “cheap and low quality” Chinese attributes in favour of “value for money and high quality”.
“We are really looking forward to marketing the new models to our local customers,” said Geely South Africa marketing manager Gareth Azzie. Under Geely, Volvo will strive to become one of the dominant players in the luxury car sector, adds Li.
“Volvo is changing to cater young customers with high-end technology, such as Apple’s CarPlay infotainment system and self-driving cars.” Li wants Volvo to aim at a younger audience and hopes to lure youngsters to the showroom by offering “hip” technology. – Own correspondent.