Shadowy Car Brand Launches Next Week, Aims (Eventually) for America

Steph Willems
by Steph Willems
shadowy car brand launches next week aims eventually for america

Forget Chevrolet’s cringe-inducing launch of the first-generation Spark — this could be the biggest hipster Millennial marketing/branding effort to date.

Naturally, it’s for an affordable car brand, but with a difference: this brand is completely new and its products have yet to be revealed. Lynk & Co, a new subsidiary of Volvo parent company Geely, launches on October 20, Reuters reports, and it’s clear it wants to be every free-spirited young adult’s first car.

For starters, Lynk & Co sounds like the Millennialest of all Millennial businesses. It’s easy to imagine that brand name emblazoned on a black shirt, perhaps above a pair of crossed oars. It sounds like an artisan coffee company. It sounds like an artisan marketing studio. It sounds like a telecommunications provider (artisan, perhaps). It sounds like … anything but a car company.

However, Lynk & Co aims to be a mass-market automaker for its Chinese parent company, flinging mid-range vehicles across the globe. The hot Chinese market comes first, as Geely wants to repel American inroads by the likes of General Motors. Asia and Europe come next.

The first model reportedly rides atop a Compact Modular Architecture (CMA) platform developed by Geely and Volvo.

The brand’s hipsterish website,, features a clock countdown and contains no images or videos of its products. As young people on bikes pedal past us and do spontaneous things, we’re left guessing as to what kind of vehicle to expect. A subcompact, youth-oriented crossover or compact hatchback seem likely possibilities.

Reuters notes that the website shares an internet license and other registration details with Geely and its subsidiary, China Euro Vehicle Technology, which coordinates R&D efforts with Volvo. When contacted, CEVT spokesman Stefan Lundin confirmed to the wire service that the company behind the website is also developing the vehicle’s platform.

Lynk & Co will launch in Berlin on October 20, Lundin claims. We’re not sure if there’ll be a deejay or if it’s an acoustic event. Bring your toque.

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4 of 52 comments
  • Lightspeed Lightspeed on Oct 15, 2016

    All the millennial marketing in the world comes crashing to Earth when the cars land in a good old-fashioned auto-mobile car dealership.

    • Speedlaw Speedlaw on Oct 15, 2016

      Which is the other problem. Tesla got that part right, except that their product is aimed at the other end of the market....

  • FuzzyPlushroom FuzzyPlushroom on Oct 15, 2016

    Hey, my first car was a Volvo 240, and that sold me on odd Swedish vehicles (provided Geely keeps letting Volvo be Volvo). 'Course, the 240 in question was older than I was... no new car purchase there.

  • MelanieRichardson GOOD
  • El scotto @jwee; Sir, a great many of us believe that Musk is somewhere (pretty high) on the spectrum and move on.I work on the fringes of IT. Most of my presentations get picked over extensively and intensely at meetings. I'm smart enough to know I'm not that smart and willingly take advice from the IT crew. I bring them Duck Doughnuts too. We also keep a box of Crayolas in the meeting room.At one meeting an IT guy got way into the details of my presentation, the meeting went long as we discussed my target audience. Same IT guy insisted it was a disaster and would fail miserable and that I was stupid. Yeah, F-boms get dropped at our meetings. I finally had enough and asked if he was such an expert, did he want to stand up in front of 30 senior executives and give the presentation? His response was a flat "NO". He got the box of Crayolas. For you non-military types that means shut up and color. Musk is the same as that IT guy, lots of gyrations but not much on follow-through. Someone just needs to hand him a box of Crayolas.
  • FreedMike The FJ Cruiser would be a better comeback candidate. The gang back at Toyota HQ must be looking at all those Broncos flying off Ford lots and kicking themselves.
  • Tassos 2015 was only 7 years ago. $58k is still a whole lot of $ to pay for a vehicle. FOrtunately one can buy a flagship vehicle with great active and passive safety for half this amount, if one does the SMART thing and buys a pre-owned luxury flagship vehicle. they have historically been SCREAMING BARGAINS. A breadvan on stilts SUV, wether the more compact Macan or the more bloated Cayenne will never pass as a Flagship Vehicle. No matter how well it drives or how reliable it suprisingly is. It still is a breadvan on stilts.
  • Sean Ohsee Bring back the 100 series and its I6 diesel.