Strategic Sales of Ford Company: Developing Ford Brand

In order to cope with the worst loss in Ford's history in 2006 (about 65.438+0.27 billion US dollars), Ford decided to reduce its scale and mainly develop its own brand, and put forward the slogan of "One Ford". In 2007, Ford sold Aston Martin to a British investment group for $850 million. In 2008, Ford sold Jaguar and Land Rover to India's Tata Group for $2.3 billion. In the same year, Ford sold 20% of Mazda shares, and its shareholding ratio dropped to 65,438+03.4%. It is only a matter of time before Volvo is sold.

2.？ Volvo suffered a huge loss and became a hot potato.

The sales volume of Volvo cars has been declining in the past few years, and it has been losing money since 2005, with the annual loss exceeding 1 100 million dollars. With the spread of the international financial crisis in 2008, Volvo cars suffered huge losses, which became a huge burden for Ford. Selling Volvo is also one of Ford's major strategic decisions to reduce costs, reduce debt, improve financial situation and regain profitability.

3. Choosing Geely means choosing China, and Ford takes a fancy to China auto market.

Affected by the international financial crisis, the global luxury car market shrank sharply in 2009. The annual sales of first-line luxury brands such as Mercedes-Benz, BMW and Audi all dropped significantly. At the same time, the luxury car market in China is growing at a high speed, with the growth rate exceeding 40%. Among them, the sales of Volvo Cars in China increased by more than 80% in 2009, and the sales in China increased by more than 36% in the first half of 201/kloc-0. So, for Volvo cars, if,

4. Other reasons

(1) Ford and Volvo have a large number of * * * technologies and patents, fearing that the technologies will be used by competitors, so Ford is not keen on selling Volvo to large automobile groups. ② Geely's rapid development and respect for intellectual property rights in recent years. (3) Commitment to Volvo after the acquisition, keeping Volvo's separate operation system, Geely not interfering with Volvo's operation and management, and the senior management team giving reservations, promising the trade union not to transfer the factory and not to lay off employees.