Volvo car is called BMW, Mercedes, aiming to get?

Geely chairman Li Shufu recently disclosed to the industry that Volvo Car Corporation plans to invest 11 billion U.S. dollars in the next five years. According to the report, based on the “You” concept car debuted at the Frankfurt Auto Show in September this year, “extremely competitive top luxury cars” will be derived. By 2015, this Volvo car will replace the S80 model and become Volvo’s. The model with the largest size and highest price directly challenges the BMW 5 Series and the Mercedes-Benz E-Class.

"Volvo wants to fight BMW?" Is Li Shufu firing the guns or is he really going to move? Is it a matter of smashing a stone and being unable to measure it, or is it an accurate assessment of its position and accuracy?

Zhang Junyi, a senior project manager at Roland Berger Consulting, agrees with the latter. He said, "Volvo, as a Swedish classic brand, has its own unique bright spot. It enters the Chinese market. If it does not have an advantage compared to the general brand models, it will instead take this. In the high-end line, the chance of success is relatively greater."

J. D. Power Mei Songlin also expressed that “Volvo has a lot of technology accumulation and precipitation, and its technology research and development capability is very strong. After Geely bought Volvo, it invested huge sums of money, injected new blood into it, plus the current market demand is large, in such a time. It is also very possible that catching up with BMWs and Mercedes-Benz will be possible under the conditions of the land and people.'

Looking at the status quo of Volvo, its development momentum is indeed strong. Today, China has become the world’s third largest market for Volvo Cars Inc. except Germany and the US. Data show that in the first three quarters of this year, Volvo’s sedan sales in China were 33,000, an increase of 67.8% year-on-year; global sales were 333,800. , a year-on-year increase of 22.5%.

However, the pace of development of BMW Benz is not to be underestimated. In the first three quarters, BMW Group sold only 165,700 BMW vehicles, a year-on-year increase of 44.8%; its global sales reached 1.0219 million units, an increase of 14.5% year-on-year. Mercedes-Benz, a veteran luxury car, has achieved sales growth of 32.8% to 135,500 units in China in the first three quarters of the year; global sales have reached 910,200, an increase of 7.6% year-on-year.

Compared with the well-established BMW and Mercedes-Benz, Volvo’s sales base is incomparable, but it is significantly higher than BMW's and Mercedes's high growth rate, which does cause great pressure on the latter.

Just how did "Little Bride", who just "stuck in" China last year, dare to be the "predecessor" of the world's top three luxury brands? According to some sources, one of the reasons is the success of its main products such as S60 and XC60. The S60, as the first product after Geely entered Volvo, was the first model after Volvo Cars announced its China strategy. It sold over 1,000 units in September. City-type SUV - XC60 as the world's best-selling car models, not only a single month sales in September exceeded 1,000 units, and its body size and space are close to the Audi Q5, but the fuel-efficient than competitors, has certain advantages.

Zhang Junyi expressed an optimistic view on Volvo's current development. “Volvo's previous lack of systematic understanding of itself and its position in the Chinese market has led to a relatively weak bargaining power due to the excessive emphasis on safety performance. Now these problems have been solved, and At present, China's luxury car market is still not saturated.” But to challenge BMW, Mercedes-Benz, Volvo also must continue to enhance its own brand influence through technological innovations, the introduction of new models and other measures.

The public speeches of Shen Hui, the senior vice president of Volvo Car Corporation and chairman of Volvo Car Corporation China, also confirm Zhang Junyi's prediction. Shen Hui said, “The sales of Volvo cars in China will reach 200,000 vehicles in the next five years.” “The approval of the two factories in Chengdu and Daqing is only a matter of time. It is expected to start production on time in 2013, and plans to put the headquarters and R&D center. It is scheduled to be in Shanghai.” In addition, two new models targeting the Chinese market have been formally launched for R&D, most likely Volvo’s domestic car models. Shen Hui also said confidently, “One is a B-class car, and one is a small-sized car. It absolutely surprises the outside world.”

At the same time, J. D. Power recently conducted a customer satisfaction survey for the German market. Volvo Motors beat all German luxury brands and Japanese manufacturers to become the number one automotive company in 2011.

At Volvo's challenging BMW and Mercedes-Benz's critical moments, Volvo needs to take seriously its recent credible crises - a growing number of consumer complaints about Volvo's car quality and service quality. However, the issue of similar after-sales service complaints seems to be the “common problem” of the entire automotive industry. Some time ago BMW fired a “late apology” to the public at a time when it was “out of flame”. BMW, who had pushed and refused to apologize a year ago, The "extinguishment fire" incident was not solved until today.

“A company that wants to be big, strong, and after-sales service must not lag.” Mei Songlin said, “The service network and service system for consumers must be sound and complete.” He believes, “First, all companies must According to the development speed and development law of the Chinese market, plans should be formulated; in addition, when problems arise, they must make timely responses."

"If Volvo can do a good job in this area, perhaps this after-sales market will become another opportunity for Volvo to challenge BMW and Mercedes-Benz." Mei Songlin said.