Lynk & Co to change car sales

New Swedish-Chi­nese brand fol­low in Tesla’s dis­rup­tive foot­steps

The Witness - Wheels - - MOTORING -

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.

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