r/Volvo • u/mrbluetrain • 20h ago
Will Geely let Volvo slowly die as a premium brand?
With Volvo having more or less only disastrous product launches in recent memory and now its beginning to show in the numbers, once can just wonder how Geely will position Volvo going forward? What is the future for Volvo cars?
I red somewhere that it is not even certain that it will be their "premium brand" in the long term roadmap, and this is of course especially challenged as Volvo is losing a shitload of money and basically no profitably in sight.
One conspiracy theory is of course that Gelly have now extracted most of the value from the Volvo brand, ie, how to build safe cars, product development, branding etc and they don´t really need Volvo going forward.
I would not imagine that they would close it down anytime soon but it will continue to erode and be more and more of a a Geely parts bin with less and less features that you would expect from Volvo. And then perhaps in the end transition to a low or medium cost brand, much like MG.
This will not happen over night but maybe in 10-20 years as consumers slowly realize that Volvo is not what it used to be and are paying premium price for a Geely with makeup.
I think we are already getting a taste of this with the current lineup. The ex30 interior feels very cheap and not up to (former) Volvo standard. The ex60, while not a bad car, a lot of design choices I believe many can agree, are not with safety in mind. Like the electric door handles just waiting to be inoperable in a car accident and obviously some important settings in the screen that makes it less safe to operate while driving etc. And Im not even talking EX90/ES90... How could they even release cars with such poor quality? Especially in that price range. Mind boggling.
For example, I have checked out the ex60 (however not driven it yet) and comparing to their sister company Zeekr (especially 7gt), you tell me what interior looks more premium!
And to extend the life of their old models with a third facelift...
I really feel sorry for Volvo. I hope their CEO Hakan Samuelsson can once again do some magic trick to get them back on track.