RPT-Particular REPORT-How the Chinese tycoon driving Volvo strategies to deal with Tesla

Table of Contents Improve OF ApproachA DisadvantageNEW SENSITIVITIES (Repeating tale revealed on September 2.) HANGZHOU, China, Sept 2 (Reuters) – “Do you know how massive Volvo is?” questioned Don Leclair, finance main at Ford Motor Co.. It was 2008, and Leclair was responding to an offer you from a minimal-acknowledged […]

(Repeating tale revealed on September 2.)

HANGZHOU, China, Sept 2 (Reuters) – “Do you know how massive Volvo is?” questioned Don Leclair, finance main at Ford Motor Co..

It was 2008, and Leclair was responding to an offer you from a minimal-acknowledged Chinese businessman to buy the Swedish carmaker, which Ford owned.

The businessman, Li Shufu, experienced a firm with fewer than half Volvo’s product sales and a flagship design, King Kong, almost mysterious outside the house China. He was politely demonstrated the doorway of the “Glass Property,” Ford’s legendary headquarters in close proximity to Detroit, according to two men and women who were at the meeting. Ford’s Leclair did not reply to requests for remark about the episode.

Speedy-ahead to 2021 and Li Shufu’s enterprise, Zhejiang Geely Keeping Group, is a single of the most significant-promoting automakers in the world’s major automobile market. It controls not only Volvo Automobiles but also a clutch of world car makes, and a major stake in German huge Daimler AG, the maker of Mercedes-Benz. These names are now component of its plans for a revolution in autos.

Geely is preparing Volvo for a listing on the Nasdaq Stockholm trade as a route in the direction of the potential of transportation: Just one the place automobiles are part of an electrified community of mobility solutions, driving by themselves, connecting to every other and – like mobile phones – producing an array of information and new business prospects.

It is a eyesight extra Silicon Valley than Detroit, where by regular automakers globally are chasing an additional giant – Tesla Inc.

Li Shufu and his advisers at some point certain Ford to aspect with Volvo in 2010 for $1.8 billion. It was the initially in a string of deals, tapping models these types of as Lotus, Sensible and the London Electrical Car or truck Enterprise to form a community that he phone calls a “bigger circle of friends” throughout marketplace segments.

Li Shufu sees them as creating blocks to enable Geely contend in a upcoming in which autos are not vehicles, but “service companies,” he explained to Reuters in his management suite at Geely’s headquarters in Hangzhou, japanese China.

In that enterprise product, autos will be obtainable on subscription and give products and services these kinds of as producing payments and in-motor vehicle apps. They will update their personal software program, and spawn prospects in the exact way as the cell working units made by Apple Inc and Google.

“We are making an attempt to make an automotive ecosystem identical to Android,” he claimed.

Li Shufu, 58, not too long ago adopted a foreign first title – Eric – mainly because he liked the audio of it. He has charted a path from a distant fishing village in eastern China as a result of filthy factory floors to the coronary heart of the world’s auto business. His subordinates normally however phone him Chairman Li.

This account of his evolution into just one of the industry’s most singular disrupters is based mostly on interviews with Li Shufu himself, other organization leaders and advisers as very well as rivals and executives at corporations in which Geely invested. They reveal an agile opportunist who is earning a stream of startup bets – on ventures like flying vehicles and helicopter taxis – to prepare for the new age of autos.

Other than cars, Geely has a Danish bank, a startup that is establishing vehicle manage program technologies and Geespace, a China-based firm which got the environmentally friendly gentle from Beijing this calendar year to make very low-orbit satellites that will be the eyes in the sky for fully autonomous devices. The scale of his investments – spanning Europe, Southeast Asia, China and the United States – is unique among the Chinese auto corporations.

Asked about his job, some of Li Shufu’s rivals mentioned his status as a relative newcomer to the market provides Geely a probable edge. He is not weighed down by a big network of gasoline-related suppliers, for occasion, mentioned an engineer at Toyota Motor Corp, who spoke on ailment of anonymity: That makes it much easier for him to shift to a electronic industry.

“Among traditional automakers, Geely has a far more innovative lens on the foreseeable future of mobility,” reported Invoice Russo, head of consultancy Automobility Ltd in Shanghai and a previous Chrysler govt. “They comprehend the nature of this product is shifting from a pure-play producer.”

But Li Shufu’s ambitions facial area mounting troubles. To understand this eyesight, executives at quite a few rivals say he needs to upgrade perceptions of his personal Chinese-brand name autos.

“Geely’s most significant challenge is its title, in aspect mainly because of its past as a minimal-price tag, entry auto manufacturer,” reported an govt at Honda Motor Co. “How does Geely go from that to grow to be an Apple-like brand? All legacy automakers wrestle with that, but that is notably a tall obstacle for Geely.”

And Li Shufu is shifting in an ever more tense world local climate.

His method of constructing diverse alliances all around the earth has been designed possible by the previous 15 decades of relative openness to technologies-sharing and advertising and marketing collaboration. Now superpower rivalry in between the United States and China has led to a bitter trade war, and Washington and its allies are blocking the growth of significant Chinese tech firms.

The Chinese entrepreneur is undeterred, and says his international investments are a map of prospect.

“All roadways may possibly lead to Rome,” Li Shufu claimed. “But the issue is which is the suitable road and which street sales opportunities to Rome speediest?”

Like lots of other companies in China, Geely appears keen to hold in lockstep with the pronouncements of President Xi Jinping, who has more and more called for the require to endorse what he calls “common prosperity.” In June, ahead of the ruling Chinese Communist Party’s 100th anniversary, Geely issued a push release asserting the “Geely Prevalent Prosperity Initiative” to assist workforce in the city of Ningbo where by the organization has multiple facilities.

Li Shufu has been a member of some political bodies in China. He was earlier a member of the Chinese People’s Political Consultative Conference, a top rated political advisory overall body. And he was a delegate in March this yr to the National People’s Congress, China’s mostly rubber-stamp parliament.


The third of four brothers born to farmers in a fishing village known as Luqiao, Li Shufu’s organization is rooted in the entrepreneurial boom of the mid-1980s led by the financial reforms of China’s then leader, Deng Xiaoping. Li Shufu pivoted to wheels from images by using fridges, and was creating cars prior to he experienced the important paperwork.

Chance initially knocked when he went for a significant-school graduation photo in the early 1980s. Seeing the line of his friends outdoors the village studio snake all over the block, he pestered the photographer for an apprenticeship.

Then, Li Shufu reported, he borrowed 120 yuan – about $70 at the time, or five instances the typical month to month rural income in his province – from his father. He purchased a Chinese Seagull camera, jumped on a bicycle and proven the very first mobile studio in his village, charging .48 yuan per portrait.

With funds flowing in, he reported he experimented with salvaging appliances and melting the factors to extract metals, started off building fridge parts and in 1986, at age 23, registered the organization that turned Geely.

His village has now been absorbed by the city of Taizhou. Mom-and-pop device outlets in an spot stretching down to Wenzhou diversified from trades these as fixing fishing boats to building cigarette lighters, belt buckles, and sooner or later motorcycle and automobile factors.

In the early 1990s, Li Shufu appeared at a mangled motorbike brought into his factory, saw how simple it was mechanically and resolved to make bikes, in accordance to his formal biographer at Geely.

Quickly he was dreaming of automobiles. He dismantled existing products to see how they worked, and quietly crafted a vehicle plant and designed some primitive prototypes, the biographer informed Reuters.

The very first product, the Geely Haoqing, was completed in 1997. It was a disaster. His engineers experienced not h2o-proofed it and torrents gushed into the cabin when it was examined for leaks.

To progress in an business tightly managed by the point out, Li Shufu desired Communist Bash help.

In 1999 – the yr Tesla main Elon Musk sold his on the internet publishing startup – Li Shufu persuaded an up-and-coming Communist Occasion formal to give him the licence to manufacture vehicles in China officially, by stating they ended up not that sophisticated to deliver – they ended up genuinely just “two sofas with 4 wheels,” he reported.

His manufacturing facility would not price the point out anything, he recalled telling the official: “At least give me a prospect to fail.”

Reuters could not confirm that account, but by the subsequent year, the waterproofed Haoqing was rolled out to showrooms in substantial quantities.

Improve OF Approach

Geely was soon marketing a few hundred thousand tough-and-prepared cars and trucks a year – designs with bumpers that tended to sag soon after a couple of years – but Li Shufu had his sights on the global industry.

Geely shown one of its versions in the foyer of the Cobo exhibition corridor in downtown Detroit at the 2006 vehicle show, with a watch to setting up a plant and gross sales network in the United States. In March 2007 a team of prospective U.S. backers collected at Geely’s headquarters in China to discuss how to help set up a U.S. manufacturing facility.

Li Shufu introduced he had modified class.

“He essentially reported, ‘I have a new strategy,’” stated just one of people present, who spoke on situation of anonymity. “‘We wonder if Volvo may be for sale?’”

There was an awkward silence. Li Shufu, who declined to remark on this model of gatherings, advised the investors it would get also lengthy to engineer automobiles to satisfy U.S. safety and emissions laws, the man or woman explained. Buying a brand name like Volvo – renowned for its basic safety and trustworthiness – would be a faster way to purchase engineering and come to be an founded title.

Volvo at first wasn’t for sale – Li Shufu was rebuffed by Ford’s Don Leclair at their meeting. But as the worldwide financial disaster hit U.S. carmakers, Ford turned to preserving its main company, and parted with Volvo. “We elected to promote a storied manufacturer to a great new proprietor,” a spokesperson stated.

By 2010, Geely experienced mustered the cash for the deal. Most came as subsidised low-interest financial loans from the Chinese towns of Chengdu, Daqing and the Jiading district of Shanghai, the firm claimed. Geely went on to develop Volvo factories in the very first two cities and a Volvo technological innovation centre in the 3rd.

Other vehicle companies, together with Tesla and Ford, also acquired support, in the variety of billions of dollars in reduced-desire loans that year under the U.S. State-of-the-art Know-how Autos Manufacturing Financial loan Plan, a bailout pursuing the world wide financial crisis.

In the meantime, China’s motor vehicle marketplace experienced boomed. And Volvo, which was jogging at a reduction when Li Shufu took above, was in the black. Geely and Volvo executives explained they built Volvo profitable chiefly by beefing up its existence in China, sharing components and suppliers and creating popular platforms.

A Disadvantage

The calendar year that Geely purchased Volvo, Tesla turned the initial American automobile business to promote its shares to the public considering that Ford in 1956. Based in Palo Alto, Tesla had a two-seater electric sporting activities automobile, which Musk termed “a freaking technological know-how velociraptor,” declaring it was prepared to revolutionise the way People invest in and travel automobiles.

Li Shufu also saw the require to go electric. Geely and Volvo set up a joint technologies centre in Gothenburg, Sweden, in 2013 and developed hybrid and electric powered car or truck ventures Lynk & Co. and Polestar a handful of decades later. Before this year, it launched Zeekr in China, a new electrical automobile model.

But Li Shufu and his lieutenant Daniel Li, the Main Government of Geely Holding, faced an additional obstacle.

The likes of Tesla – backed by venture capital hungry for the upcoming big point – could command substantial valuations without having providing profits, earning it straightforward for them to increase capital. Geely was at a downside, the Geely executives explained, partly because its investor base of pension resources and financial investment resources is tasked with getting reduced hazards to achieve continual returns.

Tesla did not respond to requests for remark for this story. It built a whole-12 months profit for the initially time previous yr. But its sector benefit has surged from $34 billion in 2016 to a peak of $834 billion in January.

Given that 2011, Geely’s Hong Kong outlined small business – a subsidiary of Geely Holding Group – has reported net income every yr, averaging 5.19 billion yuan or $800 million at today’s rates. Its current market price is about $35 billion.

The way ahead, Li Shufu resolved, was to blend sources with legacy carmakers, recognised in the marketplace as initial machines makers (OEMs).

“If traditional OEMs … didn’t spend in new systems and traits, we would die. But if just about every OEM simply created big investments by alone, we would also not survive,” Geely Holding Chief Government Daniel Li informed Reuters. “We have to make people investments in a smarter and extra collaborative way.”

That considering was at the rear of yet yet another gamble by Li Shufu.


He recognized Daimler AG, a organization with roots relationship back again to the world’s initial gasoline automobile in 1886, as a important applicant for his “circle of good friends.” But the Geely boss understood that if he knocked on Daimler’s front door he would not be taken very seriously, two Geely resources claimed.

So, setting up in Oct 2017, Geely started discreetly constructing a stake in Daimler, as Reuters has beforehand described reut.rs/3qD9uTX.

Utilizing Hong Kong shell corporations known as Tenaciou3, Miroku and Fujikiro, as perfectly as derivatives, financial institution financing and thoroughly structured share possibilities, Geely stayed in the shadows till the pursuing February. Then it shocked the vehicle planet by announcing it was Daimler’s biggest shareholder, with a 9.69% stake that price tag approximately $9 billion.

Asked where Geely acquired the dollars, a individual familiar with the matter mentioned it acquired some Daimler shares and used them as collateral for a personal loan to buy a lot more, a position Reuters couldn’t affirm. Li Shufu reported in an interview posted on the People’s Day-to-day site at the time that Geely experienced employed only “offshore” money to execute the offer.

The transfer aroused alarm in Germany, where by the govt was cautious of Chinese firms’ fascination in domestic champions and their engineering. A team of Geely executives led by Li Shufu released a 4-working day diplomatic tour to tranquil the waters.

Assembly Daimler’s top rated brass, govt officers and lawmakers in Berlin and Stuttgart, the Geely staff stated they ended up trying to get synergies, not domination, Daniel Li claimed. Their desire in Daimler was not about economies of scale, they mentioned, but about the urgent want for legacy automakers to form joint ventures and divvy up the price tag of establishing new systems.

In some of the conferences, Li Shufu floated his concept of applying hundreds of proprietary mini, reduced-orbit satellites as a much more accurate world wide positioning method for self-driving cars, Daniel Li explained.

Daimler and Germany’s economic climate ministry declined to remark on those meetings. Germany has since lowered the threshold for screening buys of stakes in German firms by non-Europeans final calendar year it blocked the takeover of a satellite and radar technology firm by a condition-managed Chinese missile maker .

Subsequent the trip, Daimler to begin with made available to enable Geely purchase its troubled Sensible manufacturer of small city autos outright. Li Shufu needed a lot more.

In September 2018, at a lunch at the Mercedes-Benz museum with Main Executive Dieter Zetsche, the two agreed to kind a 50-50 joint enterprise to remodel Sensible into a network of electric powered urban transporters, two folks common with the meeting explained. Zetsche declined to remark for this write-up.

Geely and Daimler have considering the fact that agreed several joint new investments: a high quality ride-hailing provider in China named StarRides a super-effective gasoline engine for hybrid vehicles and stakes in German electrical flying taxi startup, Volocopter. Geely is also sharing its electrical automobile system technologies, provide chains and factories with Daimler even though utilizing the German manufacturer identify and income community to current market new Sensible models.

Making cars and trucks is only one particular supply of revenue Geely is focusing on. An additional will be non-traditional car or truck sales this kind of as auto membership products and services, which will enable car-proprietors to make income from the loan of their automobiles when they aren’t utilizing them, Li Shufu and Daniel Li told Reuters.

As a very first phase, Geely is now rolling out a membership product in Europe this 12 months for its hybrid Lynk & Co SUVs. Toss in experience-hailing, battery cost-and-swap providers that are already in operation, as very well as providing the software package to work electric cars, and Geely aims to have an array of choice income streams.


As Li Shufu ventures into the age of self-driving autos, he also enters extra delicate floor. The even now-nascent location is sensitive – for the reason that passenger security is not nonetheless confident, and also for the reason that the technological innovation crosses more than into locations with national stability implications.

“You may perhaps inquire why Volvo and Geely are not aggressively promoting their self-generate technological know-how by now?” Li Shufu mentioned. “If you are to uphold Volvo security traditions and criteria, we can only simply call it autonomous self-travel engineering when men and women can close their eyes and doze off in a self-push automobile with 100% protection assured.”

To beef up the slow, inaccurate connectivity and car positioning capability of existing cars and trucks, Li Shufu desires to use low-orbit satellites: He mentioned the technological innovation must be ready to posture and navigate a vehicle with a margin of error of a several millimetres.

To be quick sufficient for protection, the satellite technological innovation would have to have to be augmented by many others which include 5G cellular indicators, radar and electronic cameras, reported William Malik, a cybersecurity professional at Craze Micro Inc.

When building satellite technological know-how, Geely might also encounter a U.S. ban on the export of place and satellite technological know-how to China. The United States is raising trade restrictions on Chinese tech organizations.

Geely explained it does not remark on political difficulties.

But Li Shufu says he thinks world-wide corporations ought to go in advance and go after global integration. “We can do business alongside one another and maximise synergies within just an industry,” he claimed. “That’s why I’m all versus chopping off ties.” (Additional reporting by Kevin Yao in Beijing and Michael Nienaber in Frankfurt Edited by David Clarke and Sara Ledwith)

Christia Kroell

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