Ten years ago today, on March 28th, 20 10, Geely Holding Group acquired Volvo Cars from Ford Motor Company. In the spring of 20 10, a true story of "snake swallowing elephant" was naturally staged.

As for "snake swallowing elephant", public opinion was dominant at that time. How many people think Geely's acquisition is the beginning of Volvo's nightmare? How many people used to think Geely was great? Why buy a foreign car brand? How many people have scoffed at Geely? How many people care that the little-known Geely is already the representative of private enterprises? How many people care that Volvo bought by Ford is dying, and Geely gave it hope of survival? This time, the car of the world may really notice the car of China. Perhaps we have really noticed that the unknown Geely can also be "a little interesting"?

I, perhaps, used to be a member of Geely's "snake swallowing elephant". 10 years ago, Geely's brand image was really not "high-end", even a little low-end. Even today, Geely's brand image is not unattainable. On the basis of fully learning Volvo's car-making experience and mastering the core technology of car-making, it still pays attention to cost performance, and is a "Volkswagen" brand loved by our people. In addition, in terms of sales volume and volume, Geely has achieved the first-class in China and even the forefront in the world.

In 20 19, the cumulative sales of Geely Automobile reached13.62 million. In the sales ranking of car companies, Geely also launched an impact on the top three after winning the fourth place. The data shows that since June 2065438+June 2009+June 2065438+10, Geely's monthly sales have surpassed SAIC-GM for many times. Perhaps in 2020, Geely will rank among the top three car companies in sales. Geely proved itself with an almost barbaric and incredible growth rate.

On March 28th, 2065, more than 2000 days ago, at 438+00, Li Shufu made a decision, which affected his own fate and Geely's fate. This is a decision and a gamble. This kind of gambling has no chicken soup and dog blood in TV series or thrilling scenes in movies, but it is somewhat different from mahjong, which is a pastime between ordinary families. Because, if he wins the bet, he may have a better future for Geely and himself. If he loses the bet, he will lose everything.

According to Geely's records in 2002, at a meeting of middle-level cadres in Linhai, Zhejiang Province, Li Shufu said this groundbreaking idea in the eyes of Geely people at that time. "We are going to buy Volvo, and we have to prepare now!" . There were Emperor Wen of Sui, An Conghui and Yu Xueliang in the middle and high level of that meeting.

Five years later, Li Shufu, the head of Geely, who has acquired 65,438+09.97% of British manganese copper shares, came to Detroit Auto Show in North America. Li Shufu, the head of Geely, met with leclerc, the chief financial officer of Ford Motor Company, or conveyed the idea of buying Volvo from Ford. In June 2007, Geely established the "V Project" team. In September 2007, Li Shufu received a reply from Ford not to sell Volvo. In June 2008, the board of directors of Lochiel Gold, a French financial group, decided to join hands with Li Shufu to help it acquire Volvo. In the same year, the American financial crisis broke out, and Ford, as an American auto giant, had to consider selling Volvo. In 2009, Geely and Ford confronted each other many times. Finally, two days before Christmas of the same year, Geely and Volvo announced at the same time that they had reached an agreement on the main commercial terms of the acquisition of Volvo.

Therefore, the acquisition of Volvo by Li Shufu and his Geely is not a miracle, but it is somewhat "fishing in troubled waters". It took eight years from the idea of acquisition in 2002 to the real acquisition of Volvo. Where is overnight fame? Will there really be a pie in the sky? It's all opportunities, so it's hard to grasp them. Geely, who has been practicing for 8 years, seized this opportunity.

According to the book data of the acquisition of Volvo, Geely spent $65.438+08 billion to acquire 654.38+000% equity of Volvo Car and related assets. 20 10 was signed on March 28th and delivered on August 2nd, and Geely Holding Group became a multinational automobile group.

As mentioned above, Li Shufu's acquisition of Volvo is a gamble. If you win the bet, it may change Geely's fate. If you lose the bet, you will only lose everything. Why do you say that? If you have checked Geely's revenue in 2009 (the turnover in 2009 was 65.438+0.4 billion yuan, and the net profit was 65.438+06.5438+0.8 billion yuan), you know that Geely really can't spend 65.438+0.8 billion dollars to buy Volvo by itself. There is not enough money, so Geely can only "borrow". Of course, in the capital society, it is no longer normal to play games through funds and gambling. However, risks and opportunities coexist. If Volvo is still depressed after the acquisition, Geely will face the risk that the capital chain will be completely broken. According to the analysis of some financial institutions at that time, Geely Holding Group was under great financial pressure during the period of 20 1 1-20 15, and may go bankrupt at any time. It was on 20 15, five years after the acquisition of Volvo, that the possibility of Geely's bankruptcy turned to decrease. Why did Geely risk bankruptcy to buy Volvo?

Here, we have to say it again. In 2000, the Fifth Plenary Session of the 15th CPC Central Committee adopted the Central Committee of the Communist Party of China's Proposal on Formulating the Tenth Five-Year Plan for National Economic and Social Development. Among them, "encouraging cars to enter the family" was written into the plan for the first time. Since then, China's automobile development has entered the fast lane.

Influenced by the spring breeze of reform and opening up, Geely is the first private automobile enterprise in China to obtain production qualification. Since then, Geely has gained a firm foothold in the China automobile market with its low price strategy.

People who have no long-term worries will have near worries. Li Shufu found that for automobile manufacturing, we should not rest on our laurels, we must master advanced production technology and build excellent products, and we should not rely on low prices to solve the long-term survival and development of enterprises. So Geely must transform. At that time, Geely probably realized for the first time that it would gradually sink and die without transformation.

It is an indisputable fact that China's automobile industry has a low foundation. Even today in 2020, our automobile industry is still not advanced. How to master advanced technology quickly? Li Shufu, a businessman from Zhejiang, was born to dare to go out and think of "going out". By acquiring world-class automobile enterprises, we can make up for the congenital defects of Chinese automobile enterprises to some extent. This may play an incredible role in Geely's future.

However, after the acquisition of Volvo, Li Shufu did not rush to hold Volvo tightly in his hand, but used the strategic decision of "returning the tiger to the mountain". Geely is Geely and Volvo is Volvo, and the two sides do not interfere with each other. Facts have proved that Li Shufu once again made the right decision and bet on the right treasure. Today, we think that Li Shufu's decision at that time was correct, but what we don't know is how much pressure and courage Li Shufu bore to make Volvo "return to the mountain".

Li Shufu and his Geely have reason to buy Volvo. Of course, they must bear the risk of buying Volvo. Li Shufu also said after the acquisition of Volvo: "Is the acquisition of Volvo a miracle? Where is the miracle? Look at the direction, respect the objective laws, and then keep your feet on the ground and work honestly. The result is natural. "

Yes, where did the miracle come from? ! Just to survive, have to take this step. ...

Write at the end:

As a post-90s generation, we have been watching TV since we were born. We can eat meat at every meal and have a strong ability to accept new things. Our generation has enjoyed the earth-shaking changes brought by society, and the living standard is getting higher and higher. And our generation lacks the ability to dare to change and be uneasy about the status quo like Li Shufu's generation. Lack of long-term strategic vision born of worry and died of happiness.

Of course, it is undeniable that in today's society, although the post-80s and post-90s are the main labor force, we are standing on the shoulders of the older generation. Most of us lack the life experience spelled out in the shadow of swords and swords, and lack the "ruthless power" that Li Shufu dares not to stay backward. ? Today, needless to say, the success of Li Shufu and Geely, all those who once looked down on Geely finally shut up. As a post-90s generation, it took me ten years to understand why Li Shufu and his Geely bought Volvo.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.