Geely: Achieving Social Sustainability Goals Through Stakeholder Participation

The automotive industry was going through a radical transformation. With the increasing awareness that “people matter”, the industry was aiming toward a just society with cohesion, inclusion, and resilience, both for the present and future. Automotive manufacturers were strategically choosing to produce greener, safer, more convenient, and drive-friendly vehicles. The use of new materials and components, new processes, and new criteria to meet the requirements of “responsible production” were positively impacting the natural and social environment for the long term. In light of an ongoing industry transformation, what did social sustainability mean for the strategy of giant automotive manufacturers? How could social sustainability goals be balanced in the strategy of a multinational firm, given all the cross-country and cross-cultural influences the firm faced? Conghui An, president of Geely Holding and chairman of Geely Auto’s sustainability committee, was facing challenges in addressing these questions. This case provides a new perspective for understanding the sustainable development path of the automotive industry. It focuses on the social dimensions of product responsibility, which supports the implementation of the United Nations (UN) sustainable development goals (SDG): SDG 8 (Decent work and economic growth), SDG 10 (Reduced inequalities), SDG 11 (Sustainable cities and communities), and SDG 12 (Responsible consumption and production).