Lynk & Co to change car sales
New Swedish-Chinese brand follow in Tesla’s disruptive footsteps
VOLVO owners, Geely Auto Group from China, last week launched a new global car brand that aims to challenge the conventions of the automobile industry.
Called Lynk & Co, the new brand will not rely on a dealership model, but instead sell online or — like Tesla — in owned stores in strategic retail locations, with fixed and transparent prices. Alain Visser, senior vice president of Lynk & Co, said their cars will be delivered, and picked up for service, directly at the door of the consumer.
And customers do not have to buy the cars either. “New solutions for car usage and access will be offered — from traditional ownership and leasing to subscription and sharing-membership,” said Visser in a statement.
With traditional distribution costs typically in the region of 25% of the price of a car, the new brand aims to create significant savings and pass this on “in highly competitive pricing”.
All inclusive ‘but personalised’
Visser said Lynk & Co has abandoned the traditional concept of meagre base models and long option lists that create infinite build configurations and costs in manufacturing. Instead, Lynk & Co has replaced “trim levels and option lists” with a simple selection of fully equipped, fixed-price collections themed to meet customer preferences, as retailers do in the fashion and technology sectors
Lynk & Co is designed and engineered in Sweden and will go on sale in China in 2017, followed by Europe and the U.S.
The first car in the range is the 01, a bold and tech-laden SUV, built on the Compact Modular Architecture (CMA).
Visser said the Lynk & Co 01 will be followed by 02, 03 and so forth as a full range — reflecting the brand’s idea of simplifying and challenging industry conventions, right down to model names.
The company will work with Microsoft and Alibaba to explore a whole new digital customer infrastructure for the car industry and offer custom applications for user interaction.
Ericsson and Lynk & Co have also teamed up to create the latest car connectivity cloud. The digital platform will feature an API open to third party developers, which Visser said would provide endless opportunities to personalise, enrich and expand the experience of driving in the new Swedish Chinese creation.
Mixing Swedish style with Chinese pragmatism (and more than a hint of Volvo and Land Rover) is the world’s latest car brand, the Lynk & Co 01.