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Geely Automobile Holdings: From ‘Zero’ to Chinese Automotive Industry ‘Hero’

Sarah Laouiti|Markus Andreas Sodar|Methus Detchusananart|Linn Bieske
Academy of Asian Business (AAB)|2018.12|Academy of Asian Business Review|제4권 제2호|pp. 105-132|DOI 10.26816/aabr.4.2.201812.105

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EngineeringAsianCorporate CultureBrand StrategyAutomotiveand Manufacturing

초록

This case study aims to explore the meteoric rise of Geely Automobile Holdings, a privately-owned automotive manufacturing company and the largest privately held company in China when measured by the volume of sales. This analysis will be undertaken in three successive parts. To begin, the period from inception to date will be summarised and characterised into the three key milestones, seen as definitive to Geely’s current standing. Second, the underpinnings of Geely are investigated. This part of the analysis will look both internally and contextually at factors that are both distinctive to the company and the broader cultural background. Finally, Geely’s present positioning and outlook will be analysed from both a micro and a macroeconomic perspective. This will be complemented by a discussion about the challenges Geely faces today and in both the short and long-term, as well as potential solutions. The conclusion will aim to consolidate the knowledge obtained from dissecting Geely’s success story. Geely’s commitment to research and development has contributed to the narrowing of the technological gap it has experienced with Western counterparts. They also overcame Chinese brand prejudice in garnering their large global consumer base. Understanding the underpinnings of how Geely has navigated through and surmounted these challenges can prove a valuable guide for emerging Asian manufacturing enterprises with both technological and brand image issues but a desire to globalise.

Abstract

This case study aims to explore the meteoric rise of Geely Automobile Holdings, a privately-owned automotive manufacturing company and the largest privately held company in China when measured by the volume of sales. This analysis will be undertaken in three successive parts. To begin, the period from inception to date will be summarised and characterised into the three key milestones, seen as definitive to Geely’s current standing. Second, the underpinnings of Geely are investigated. This part of the analysis will look both internally and contextually at factors that are both distinctive to the company and the broader cultural background. Finally, Geely’s present positioning and outlook will be analysed from both a micro and a macroeconomic perspective. This will be complemented by a discussion about the challenges Geely faces today and in both the short and long-term, as well as potential solutions. The conclusion will aim to consolidate the knowledge obtained from dissecting Geely’s success story. Geely’s commitment to research and development has contributed to the narrowing of the technological gap it has experienced with Western counterparts. They also overcame Chinese brand prejudice in garnering their large global consumer base. Understanding the underpinnings of how Geely has navigated through and surmounted these challenges can prove a valuable guide for emerging Asian manufacturing enterprises with both technological and brand image issues but a desire to globalize.

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