Geely's ambitious plan includes car production in Volvo's European plants starting in 2028
Chinese auto giant Geely, which already holds a significant global market share, has announced a major shift in strategy for the European market. Starting in 2028, the group's premium models will be produced directly in Europe, using Volvo's existing infrastructure, as well as recent strategic partnerships, such as the one with Ford.
The announcement was made by An Conghui, chairman of Geely Auto, who stressed the importance of localizing production to support the company's growth ambitions in the Old Continent. Although the exact locations remain under question for now, Volvo already has reference plants in Sweden and Belgium, to which will be added the new factory in Slovakia, the inauguration of which is scheduled for 2027.
An expansion strategy alongside Western giants
Geely, which acquired the legendary Swedish manufacturer Volvo in 2010 for $1.8 billion, is counting on synergies to avoid building new factories from scratch. This pragmatic approach is also reflected in the strategic partnership concluded in July 2026 with Ford. The two companies are laying the foundations for a joint venture for the production of passenger cars, with Geely also set to use Ford's factory in Spain to assemble two electric models.
The move comes at a time of strength for the Chinese automaker. In the first half of 2026, Geely reported solid financial results, climbing to seventh place in the global automaker ranking by market share, with a percentage of 4.6%, close to traditional big players such as Toyota, Volkswagen or Hyundai.
How is Geely received by Romanian drivers?
If a few years ago Chinese brands were viewed with reluctance on the Romanian market, the perception of local consumers has changed radically. The direct association with Volvo – a brand highly appreciated and respected in Romania for its safety and reliability – has given Geely the credibility "passport" necessary to enter the preferences of Romanian drivers.
In Romania, Geely is already present with models that attract attention through modern design and advanced technology, competing directly in popular segments, such as compact SUVs.
- Value for money: Romanian drivers appreciate the generous features and state-of-the-art technology (advanced assistance systems, panoramic screens), offered at a more affordable price compared to traditional European brands.
- Feeling of safety: The fact that Geely shares good practices and safety technologies with Volvo has contributed decisively to reducing psychological barriers related to Asian manufacturers.
- Service network: With the expansion of the network of authorized dealers and service centers in Romania, customers have gained more confidence in long-term maintenance and warranty.
On the other hand, a segment of conservative drivers remains cautious, carefully following the evolution of the resale value of these cars on the second-hand market, a traditional decision factor for the Romanian buyer.
The future marked by the "Made in Europe" label
The decision to produce cars directly in European factories starting in 2028 could be the final piece of Geely’s strategy. Local production will not only reduce delivery times and logistics costs, but will also give the brand a completely European aura. Thus, customers on the continent – ??including those in Romania – will increasingly perceive these cars not as simple Asian imports, but as vehicles adapted to the requirements of the European market.