'Strategic transformation'-- one of the most profound innovations for Chinese automobile companies

• Source: Global Times
• [18:38 December 22 2010]
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The quality of Geely's products made it superior to other similar ones

During the strategic transformation, the complete change from the three old types to three new ones indicated that Geely had formally and comprehensively confirmed the policy of making the safest, most environmentally-friendly and energy-saving cars and having Geely autos running on all roads on earth, instead of price wars. In the past three years, there has been much progress in the strategy of quality promotion. The strategy has brought about thorough changes not only in model development and design, safety, environment-friendly and energy-saving practices, but also in quality assurance of the model.

In addition, Geely ranked the first in technology among others in the auto sector in many respects. For example, the key breakthroughs in BMBS, the bomb inspection and control technology first created by Geely, has improved the active safety technology in all aspects; Geely Vision became the first 4-star limousine of self-owned brand in the Third-Party Certification of New Car Assessment Programme(C-NCAP ) of China Automotive Technology Center; with a high score of 45.3, Geely Panda graded AOO turned into the first 5-star economy car of self-owned brand and was acknowledged as deserved "safest car" in our country. These are evidences that the quality of Geely Auto's products has been ahead of all other auto enterprises in China and superior to other similar ones in domestic market. For these reasons, Geely's product was considered the most distinctive, promoting, challenging and having the highest potential for development and greatest market competitiveness among auto corporations in China.

The internationalization strategy determines Geely's international standing, the international influence of its brand and promotes its overall image

During its strategic transformation, Geely integrated the world's cutting-edge technology and involved in the world's auto industry's transformation, becoming the world's most fruitful model of international cooperation. Geely becomes a world focus as China's first multi-national corporation after successfully acquiring Australian DSI, the world's second largest automatic transmission factory, and Volvo, of which people from all walks of life speak highly. According to Phoenix TV's report, Geely received 95 percent positive reports home and abroad during the acquisition. Geely has completed its internationalization, turning into a representative of Chinese companies.

Li Shufu, chairman of Geely said that the company first adopted the price strategy, hoping to occupy the Chinese auto market with low prices, but it realized afterward that high quality, cutting-edge technology and a high-quality service are the key points to make the safest and cheapest vehicles in the world. Geely began its strategic transformation in May of 2007, which turned out to be very successful in many fields, including economical benefits, technology, product competitiveness, brand image and staff confidence.

An official of the Ministry of Science and Technology said: "The success of a private enterprise requires both strong policy support and good hardware facilities. Geely succeeded, mainly due to the strategic transformation ahead of other domestic auto brands. Chinese auto companies, including state-owned auto companies should learn from it."

Miao Wei, vice minister of the Ministry of Industry and Information Technology also praised Geely for building an independent brand and pushing the development of the domestic auto industry. He said Geely's persistence on innovation and competition with international brands sets a good example for other Chinese auto brands and benefits the Chinese auto market.