In recent news from Dajiyuan on April 21, 2026, the Swedish national treasure Volvo, known as “沃尔沃” in China, has announced its latest Chinese brand ambassador, who is none other than the controversial former editor-in-chief of the Chinese Communist Party mouthpiece Global Times, Hu Xijin, causing a stir in the public. Some media personalities have stated that this industrial brand that was once a source of pride for the Swedish people has already sold its soul to the CCP.
Volvo’s recent advertisement features Hu Xijin with his hands crossed in front of his chest, looking serious, with the words “No matter how big the storm is, keep the steering wheel steady. No matter how chaotic the opinions are, safety is paramount” written beside him.
Following the announcement, a large number of netizens expressed their opposition and discontent, with many stating they will boycott Volvo: “Volvo is in trouble, it’s like Sima Nan endorsing Xifeng Wine.” “What’s on your mind (*literally steering wheel*) turns out to be a steering wheel.” “Can this car drive on the wall? After all, he’s best at riding walls.” “Hu is now gripping the steering wheel instead of the helm.” “Suicidal marketing.” “Honestly, having this kind of person as a spokesperson really makes me lose my interest in Volvo instantly.”
Some netizens believe that Volvo’s style is known for being understated luxury, safety-oriented, and appealing to intellectuals while Hu Xijin is seen as someone who straddles the line and prioritizes sensationalism, which does not match the brand’s image. Previously, Volvo had invited Luo Xiang and Luo Yonghao as “brand best friends.” Some netizens commented: “Volvo also cleared Luo Xiang as a spokesperson, it seems like they want to please everyone. However, the effect doesn’t seem that good.”
Hu Xijin has always been seen as a cheerleader for the CCP, even after stepping down as the editor-in-chief of the Global Times at the end of 2021, he remains active online defending the Party and the country.
Jojje Olsson, a reporter for the Swedish Expressen stationed in Taiwan, wrote on April 17th that the once source of pride for the Swedish people, Volvo cars, was fully acquired by the Chinese company Zhejiang Geely Holding Group in 2010. Previously, Volvo’s advertisements often featured women or families with children as the main characters, promising safety for all passengers, and now, Hu Xijin is at the forefront.
Olsson referred to Hu Xijin as a “notorious (CCP) state propaganda official,” stating that he supports Russia’s aggression in Ukraine to counter the West, defends the detention camps in Xinjiang targeting minority groups, and praises companies like H&M for showing concern about forced labor issues in Xinjiang.
Olsson mentioned that even within China, many people criticize Hu Xijin for being too crude and fond of provocative remarks to garner attention. However, these controversies seem to have no impact on Volvo’s stance and, in the current geopolitical tensions and the CCP’s clear support for Russia’s aggression in Ukraine, paved the way for Hu Xijin to advertise for Volvo.
Olsson emphasized that Swedish politicians and analysts often echo the statements of corporate executives, depicting “Volvo” as a company that still retains Swedish traditions and identity. But if a company supports Moscow financially and even hires a notorious advocate of war for advertising, can such a company still be called a Swedish brand?
Olsson suggested that it should be recognized that the soul of Volvo, once a source of pride for the Swedish people, is no longer Swedish but Chinese Communist.
In 2010, Geely Holding Group acquired the Volvo car business from Ford for $1.8 billion, with a 100% stake. After Volvo Cars went public on the Stockholm Stock Exchange in 2021, Geely’s shareholding was diluted. Currently, Geely Holding holds approximately 78.7% of the shares and voting rights through its subsidiaries, maintaining absolute control and ownership, while the remaining 21.35% is held by Nordic and international investors. Geely remains the largest shareholder, with Li Shufu serving as the chairman of the board.
At the time of appointing Hu Xijin as the spokesperson, Volvo was facing sales pressure, with a 17% decline in its sales in the Chinese market in the first quarter of this year. An article in the Hong Kong media, Ming Pao, joked that appointing Hu Xijin as a “brand best friend” belongs to low-cost, high-interest marketing, with its inherent traffic that goes viral across the web. As for the Chinese buyers of Volvo cars, they have never been “anti-government.”
Political commentator Li Linyi told Dajiyuan that Hu Xijin is undoubtedly one of the spokespersons in the CCP’s indoctrination culture, which is why Volvo chose him. While this move may increase Volvo’s red influence within China, it could damage the brand internationally.
(Continued in the next message)