Skip advert
Advertisement

"Launching a new car brand is not for the faint-hearted"

LYNK & CO announced last week its plans for future-looking mobility - and Graham Hope found it very interesting

THE launch of an all-new car brand is always interesting. But I found last week’s global introduction of LYNK & CO – Chinese giant Geely’s project that aims to take the connected car concept to a new level – especially fascinating, not least because of the honesty of all involved.

Advertisement - Article continues below

Firstly, Conghui An, president and CEO of the Geely Auto Group, tacitly admitted: “Many will say the world does not need another auto brand.” 

New Lynk & Co 01 unveiled

Then Brit Peter Horbury, executive vice president of Geely Design, confessed that creating the all-new brand was “incredibly challenging”. Starting with, literally, a blank piece of paper was, he continued, “daunting, but also liberating”. The brand’s SUV, the 01 is, to these eyes at least, a credible start.

Lynk and Co SUV concept rear

And then, of course, there is the fact that Geely’s involvement will conjure up mainly negative preconceptions for some buyers on account of its Chinese heritage. LYNK & CO vice-president Alain Visser tackled this head on, saying: “We think that this may be one of the biggest potential hurdles. There is a perception of lack of quality with Chinese cars, and even of fake products. That’s why our link with Volvo [another Geely brand] is so important.”

The fact LYNK & CO has gone to such lengths to develop the car in Sweden and give it a European look, when half its sales will be in China, says a lot about how Chinese cars are seen in their home market. I’ll be curious to see if this bold approach works. 

PSA launches Free2Move sub-brand

What does it all mean for Brits? Well, an innovative sales model – with opportunities for sharing, leasing and subscriptions for urban users – is arguably of more interest than the car itself. “We’re selling mobility, not cars,” is how Visser put it. With recent data showing London is set to become a 10million megacity by 2024, LYNK & CO’s arrival could be quite timely. You can bet the industry will be watching with interest.

Do you think LYNK & CO will succeed? Let us know in the comments below...

Skip advert
Advertisement
Skip advert
Advertisement

Most Popular

New Volkswagen Golf 2024: facelifted hatchback icon on sale from 11 April
Facelifted Volkswagen Golf - front static
News

New Volkswagen Golf 2024: facelifted hatchback icon on sale from 11 April

The eighth-generation Golf has been given a mid-life refresh - just in time for the model’s 50th birthday
9 Apr 2024
New Skoda Kodiaq 2024 review - the do-it-all family SUV
Skoda Kodiaq 2024
In-depth reviews

New Skoda Kodiaq 2024 review - the do-it-all family SUV

The Kodiaq aims to be the do-it-all SUV for families and it largely succeeds. The driving experience isn’t the most exciting, but for a big, practical…
12 Apr 2024
Toyota Yaris vs Renault Clio 2024 twin test: hybrid supermini battle
Toyota Yaris vs Renault Clio E-Tech - front tracking
Car group tests

Toyota Yaris vs Renault Clio 2024 twin test: hybrid supermini battle

With more and more electrified rivals arriving, Toyota has given its hybrid-only Yaris a facelift. We put it up against Renault’s class-leading Clio.
13 Apr 2024