Volvo Car Corporation and its Potential Market in East Coast China

Abstract: With the rapid growth of Chinese economy, China has surpassed America and become the biggest automotive market. After Zhejiang Geely Holding Group acquired Volvo Car Corporation in 2010, China was targeted to be its future biggest market in both producing automobiles and sales around the world. The purpose of this study was to find out the potential market for Volvo Car Corporation in the east coast region in China through studying Chinese automotive consumers’ automobile attitude and Chinese consumers’ automobile consumption behavior. This study used questionnaires on a selected group of Chinese consumers and interviews with a journalist and two car dealers in Shanghai. From the analysis on the results of the questionnaires and the interviews, I found that Volvo Car Corporation’s present situation in the China east coast region existed several problems and was losing consumers, its safety selling point could not attract Chinese consumers, and its advertisement could not create brand loyalty within the consumers. Thus, Volvo Car Corporation’s current and future market would be a failure from both private and public consumers.