When holding a huge Asian is a car brand in Europe, our first reaction, almost instinctively, is to meet with much suspicion of what might happen. Today no one will question the success and bright present and future that awaits Jaguar and Land Rover. And all due to the coming into play of the vast Indian empire Rattan Tata. For the first time in a while Jaguar thought of herself as a brand and not a chess piece of a large automotive group with interests often at odds.
History may repeat. Volvo European brand is now eagerly awaiting one of the revolutions in its most important product line in 85 years of history. And the Asian investor will act as healer will Geely Holding, whose image, much to his dismay, has been usually associated with false attempts to imitate European products and low quality and safety of their models. But how Geely and Volvo will work to match the vested interests in their traditional markets?