Geely, the Chinese car company that purchased Volvo from Ford for about $1 billion in mostly borrowed funds, is hoping to use some of Volvo's product engineering capability to improve and shore up their own manufacturing base, which up till now has suffered from a reputation of being second-rate and shoddy. On the marketing side, the company is hoping to revamp by launching three new "baby" brands -- Gleagle, Emgrand, and Englon.At a time when car companies are shedding brands like crazy because of the amount of money it takes to properly develop and nurture a brand, it's puzzling that Geely would pursue this marketing strategy. Then again, as I've observed many times, the Marketing nut is one the Chinese haven't quite cracked yet.
Geely to Revamp Branding as Part of Growth Plan - WSJ.com
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