What are the relationships between Volvo's three major sporting events and the global automotive market?

Core Tip: In today's homogenization of the global automotive market, if you want to beat your opponent, you must create a stage and process that is more rich in brand history. The Vasa Ski Festival, the America's Cup Regatta and the Global Golf Classic constitute the promotion and extension of the Volvo brand.

First, why does Volvo force China's luxury car market?

Tip: This year's China Golf, Volvo invested 38% more than last year's 1.8 million US dollars and 25 special vehicles, intended to seize the luxury car market's effective share.

This year's luxury car market has been buzzing. The game between Chinese and foreign joint ventures and domestic manufacturers is very cruel.

The Volvo sedan, which is good at market segments, began to use force at the Beijing Honghua International Golf Club on April 13-16.

Using golf sports marketing swings began to hit China's middle class. This is Volvo's entry into the 12th China City Round Robin competition.

In 2005, Volvo created 450,000 vehicles in the global automotive market. The competitions such as the Vasa Global Ski Festival in Sweden, the Global Golf Sports Marketing, and the America's Cup World Sailing Competition undoubtedly covered the limits of human challenges.

In mid-June last year, in the suburbs of London, England. The head of the sports marketing company under the Volvo Group stated that Volvo uses sailing, golf and ski festivals to lead the brand and deepen the role of the brand in the automotive market. In fact, we have carried out this work for many years and gained great benefits from it. In particular, we have achieved good results in brand infrastructure and market leadership.

Ning Lida, general manager of Volvo Cars China, said: This year, we have invested 3,800,000 US dollars more than last year, and used 25 Volvo XC90 as racing vehicles. This is because Volvo’s luxury SUV and golf sport both elegant and The characteristics of the sport also illustrate Volvo’s emphasis on the luxury car market in China.

In fact, Volvo Cars has a long history with golf. At the end of the season, the European Tour and Asian Tournament are currently sponsored by Volvo. These are the Volvo Masters in Spain and the Volvo Asian Masters in Thailand. Match. This constitutes a step-by-step transition and marketing of Volvo from the developed countries to the developing countries' auto market.

Second, what is the powerful engine of Volvo engine?

Tip: Acquisitions are an effective way for the Volvo Group to reach the global market. It successfully evolved from a Nordic island nation to a global economy through the grafting of product technology and capital operation.

The Powda engine is a global product under Volvo. It has been in the Chinese market for many years, and plays a vital role in the South China Sea Oil, the Thousand Islands Lake in Zhejiang, the fringe areas, and the power-starved provinces.

With the shortage of China's energy market, the Volvo Group's use of technological and capital resources in its hands is playing a potential role.

On the morning of March 21st, the Volvo Group bought Japanese truck manufacturer Nissan Chai 40 million shares of common stock from Nissan Motors at a price of 1.5 billion Swedish kronor, equivalent to 13% of the shares, and has the right to acquire the remaining 6 within 4 years. % of shares.

On March 19th, Li Rongrong, director of the SASAC, spoke with Carlos Ghosn, president and CEO of Nissan and Renault, and Levy Johnson, president and CEO of Volvo.

Dongfeng, Nissan, Renault and Volvo will have new recombinations.

In the late 1990s, Nissan’s Nippon Diesel once went bankrupt. When the Nissan-Renault Alliance was formed in 1999, Nissan Diesel became a jointly owned subsidiary of Nissan and Renault.

In 2000, Volvo merged Renault’s truck business—Renault Trucks and Mark Trucks—to become a wholly-owned subsidiary of Volvo, while Renault holds a 20% stake in Volvo. Volvo becomes the world's second-largest commercial vehicle manufacturer, DaimlerChrysler.

In March 2005, Renault sold 18% of Nissan Diesel shares in the stock market. Nissan sold its Nissan Diesel shares to Volvo. Through the acquisition and restructuring, the adjustment and optimization of their respective advantageous resources have been formed.

Volvo CEO Leif Johnson said: Nissan Diesel and Volvo Group have complementary advantages in terms of products and their geographical coverage. This transaction will enable both parties to cooperate in production, sales and after-sales service.

With more than 9 liters of heavy-duty diesel engine market, Volvo is one of the strongest companies in the world, and may cooperate with Nissan Diesel in the future for high-power engines.

At present, heavy trucks account for approximately half of Nissan's total production, but Nissan Diesel’s heavy trucks are medium and heavy compared to Volvo’s heavy-duty products. One of the most important factors constraining the upward development of Nissan diesel heavy-duty vehicles is the lack of high-power engines. Volvo has very strong strength in this regard.

The acquisition of the Volvo Group did not directly affect the joint venture between Nissan Diesel and Dongfeng, nor did it directly contact Nissan and Dongfeng Limited Commercial Vehicles in a joint venture, but it did increase the bridge between Volvo and Dongfeng.

Industry analysis: Nissan Motors, Volvo and Dongfeng Motors will jointly discuss with the SASAC the better development cooperation in the field of commercial vehicles. The Volvo Group hopes to make a difference in China. In the acquisition of Nissan Diesel, the operability of the indirect joint venture between Volvo Group and Dongfeng Motor in the commercial vehicle sector was improved.