Acquisition of Overseas Brands--a New Brand-development Road for Chinese Automakers

摘要

By the analysis of Geely's acquisition of Volvo's brand and model building,the author points out acquisition of overseas brands is very significant and will be a new brand developing road for Chinese automakers under the fierce competition environment. Acquisition of overseas brands maybe a shortcut for Chinese automakers to make a successful sally from siege of lots of foreign brands in domestic market and expand the international market. However, if the acquired brand cannot be converted into internal competitiveness, it will induce the brand acquisition's failure. Chinese automakers should pay attention to the acquired brand's maintenance and enhancement, thus, brand's competitiveness will have the possibility to be improved, and a long-term benefit will be brought to Chinese automakers.