• fb_100000275684479 avatar Michael Posted: 8/6/2010 4:50am PDT

    I disagree with the first sentence in the article. I'd say Lexus is an example of a "mid-level" luxury brand that went on to compete with Mercedes and BMW. Likewise, Audi wasn't considered a serious rival to them until the '90s. Indeed, BMW was once the maker of lowly Isettas and the 600, a rival to VW. It takes time to build a brands image and reputation. That said, a Chinese owned Volvo competing with the S-Klasse and 7er sounds faintly ridiculous. Then again, that's what people were saying about Toyota in 1989.

  • adamk Posted: 8/5/2010 11:47am PDT

    Yes, someone needs to explain to Geely that Volvo's brand equity is not at BMW and Mercedes levels in most segments. Walk before you try to run.

  • archony Posted: 8/5/2010 6:13am PDT

    This reminds me of the Volkswagen Phaeton attempt at catching up to Mercedes and BMW.

  • fb_1507176410 avatar fb_1507176410 Posted: 8/5/2010 5:47am PDT

    Hahahaha! And this article is my official laugh of the day!