Alright, buckle up (ironic, isn't it, since Volvo gave away the three-point seatbelt patent for free back in the day—because apparently making the world safer was more important than profit margins... what kind of backwards business strategy is THAT?), because Volvo Cars just decided to hit the rewind button on their CEO playlist, and oh boy, it's a choice so tone-deaf it could make Xpeng, BYD, and GWM giggle. So, they've sacked Jim Rowan—poor chap barely had time to warm the leather seat since 2022—and dragged Håkan Samuelsson, a 74-year-old relic from the good ol' days, back into the driver's seat starting 1 April 2025. Because nothing screams "fresh ideas" like a bloke who already punched out in 2022 after a decade of calling the shots. This isn't a comeback tour; it's a corporate midlife crisis.
Let's break this down with a smirk and some cold, hard facts. Håkan's last stint as CEO from 2012 to 2022 wasn't the victory lap everyone pretends it was—Volvo stumbled into electrification years after competitors had planted their flags, finally got dragged into the EV race when they had no choice, and only made it to the Stockholm Stock Exchange after endless delays and hesitations. Cool, right? Not really. The car industry has been rapidly transforming for a decade, and Volvo under Håkan was perpetually playing catch-up—too cautious, too slow, always a beat behind the innovation curve. Sure, stock prices tumbled 75% since Rowan took over, but Håkan was the one who left him a company structurally unprepared for the EV revolution everyone saw coming.
Now with Trump's tariff threats looming like a bad storm and Northvolt's bankruptcy throwing shade on the whole electrification dream, they're bringing back the same chap who couldn't read the room the first time around. The bloke's been chilling as Polestar's chairman until 2024—watching from a safe distance as the industry transformed while Volvo's stock hit a record low under 20 kronor last week, still clinging to outdated playbooks and yesterday's strategies... and let's see where Polestar actually is... let's not forget who appointed a recycled car designer to steer the brand almost off a cliff.
And let's get personal here—Håkan, mate, I get it, you're the familiar face, the "steady hand" Eric Li's gushing about in the press release. But Volvo needs a pit crew, not a nostalgia act. The media says you're here for a two-year encore to "ensure stability" while they hunt for a "long-term successor." Translation: they're stalling because they've got no clue who can actually steer this ship through the chaos. You're not the hero Volvo needs; you're the comfort blanket they're clinging to while the room's on fire. Jim Rowan at least brought a techy vibe from Dyson—sure, the stock tanked, but he was trying to innovate, not rewind. You? You're the chap who already handed over the keys once. Why'd they think you'd magically fix a mess that's way uglier than when you left?
This move's a disaster for the brand because Volvo's screaming for someone plugged into 2025's reality—global trade wars, EV competition, and a customer base that's not impressed by yesterday's playbook. Håkan, you're not a legend, but executives who think they are don't always age like fine wine—sometimes they're just old news. Volvo's betting on a rerun when they should be writing a new script. Good luck, mate, but I'm not holding my breath—this feels less like a comeback and more like a corporate faceplant.
