Volvo Cars Criticized for Departing from Brand Values by Using Hu Xijin as Spokesperson
Volvo Cars faced backlash in Sweden for featuring controversial Chinese nationalist Hu Xijin in its latest ad. Critics argue this move betrays Volvo's foundational values of equality and corporate responsibility.
📋 Article Processing Timeline
- 📰 Published: April 20, 2026 at 12:44
- 🔍 Collected: April 20, 2026 at 13:00 (16 min after Published)
- 🤖 AI Analyzed: April 20, 2026 at 13:29 (29 min after Collected)
In a recently released advertisement by Volvo Cars, Hu Xijin is seen crossing his arms over his chest with a serious expression, accompanied by the text: "No matter how big the wind and waves are, the steering wheel must be steady; no matter how complex the public opinion is, safety is the bottom line." According to data, China's Geely Group completed the acquisition of Volvo Cars in 2010.
Jojje Olsson wrote an article in Sweden's Expressen on the 17th, stating that this new advertisement celebrating the 99th anniversary of Volvo Cars is a tribute to Volvo's safety record. However, this ad fundamentally diverges from the values of "equality" and "corporate responsibility," values that once made Volvo Cars a "beloved jewel of Swedish industry."
In the article, Olsson described Hu Xijin as a "notorious state propagandist," pointing out his support for Russia's invasion of Ukraine to counter the West; his defense of detention camps targeting ethnic minorities in Xinjiang; and his praise for boycotts against companies like Swedish fashion retailer H&M that expressed concern over forced labor issues in Xinjiang.
Olsson also noted that Hu Xijin previously served in the Chinese military and frequently suggests military force as a tool to solve problems. When former US House Speaker Nancy Pelosi visited Taiwan in 2022, Hu Xijin stated he hoped to see Chinese fighter jets shoot down Pelosi's plane and urged the Chinese people to prepare for a war against Taiwan.
Olsson further stated that Hu Xijin is keen on humiliating anyone who opposes China's interests and is a representative figure of China's aggressive nationalism. Long before many Chinese diplomats, Hu Xijin was already dubbed a "Wolf Warrior," such as when he warned the UK that it was acting like a "bitch asking for a beating" regarding its views on China's military expansion in the South China Sea.
When the Australian government proposed investigating the origins of COVID-19, Hu Xijin likened the country to "a piece of chewing gum stuck to the bottom of China's shoe," and claimed there was a need to prepare an "iron fist" to strike back at Australia.
Olsson noted that even within China, Hu Xijin's remarks have drawn criticism for being crass and attention-seeking. Yet, for Volvo Cars, "none of this seems to be a problem." (Editors: Chen Kai-yu / Chang Shu-ling) 1150420
Jojje Olsson wrote an article in Sweden's Expressen on the 17th, stating that this new advertisement celebrating the 99th anniversary of Volvo Cars is a tribute to Volvo's safety record. However, this ad fundamentally diverges from the values of "equality" and "corporate responsibility," values that once made Volvo Cars a "beloved jewel of Swedish industry."
In the article, Olsson described Hu Xijin as a "notorious state propagandist," pointing out his support for Russia's invasion of Ukraine to counter the West; his defense of detention camps targeting ethnic minorities in Xinjiang; and his praise for boycotts against companies like Swedish fashion retailer H&M that expressed concern over forced labor issues in Xinjiang.
Olsson also noted that Hu Xijin previously served in the Chinese military and frequently suggests military force as a tool to solve problems. When former US House Speaker Nancy Pelosi visited Taiwan in 2022, Hu Xijin stated he hoped to see Chinese fighter jets shoot down Pelosi's plane and urged the Chinese people to prepare for a war against Taiwan.
Olsson further stated that Hu Xijin is keen on humiliating anyone who opposes China's interests and is a representative figure of China's aggressive nationalism. Long before many Chinese diplomats, Hu Xijin was already dubbed a "Wolf Warrior," such as when he warned the UK that it was acting like a "bitch asking for a beating" regarding its views on China's military expansion in the South China Sea.
When the Australian government proposed investigating the origins of COVID-19, Hu Xijin likened the country to "a piece of chewing gum stuck to the bottom of China's shoe," and claimed there was a need to prepare an "iron fist" to strike back at Australia.
Olsson noted that even within China, Hu Xijin's remarks have drawn criticism for being crass and attention-seeking. Yet, for Volvo Cars, "none of this seems to be a problem." (Editors: Chen Kai-yu / Chang Shu-ling) 1150420