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Geely Versus Ford: Threat from an Emerging Market Multinational to a Market Leader
Bertrand GuillotinCase IVEY-9B18M185-EStrategyIn 2010, when China surpassed the United States to become the largest global market for automobiles, China’s Geely Automobile Holdings Ltd. (Geely) entered the global automobile industry by acquiring Volvo Group’s cars division from Ford. Seven years later, Geely bought a controlling stake of 51 per cent in Lotus Cars, a stake in the truck maker AB Volvo, and a 10 per cent share of Daimler AG worth US$9 billion, becoming its largest shareholder. ...Starting at €8.20