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

Steph Willems
by Steph Willems

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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Steph Willems
Steph Willems

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  • 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.

  • Arthur Dailey 'The capitalists will sell use the very rope that we use to hang them.' In our household we have cut down our shopping/spending and pay more to purchase products from 1st world nations or 2nd world nations that are our 'allies'. That also means quite often only buying and eating fruit and vegetables that are in season. Just like our parents and grandparents did.At least TTAC published an article on May 21st regarding LAN transformers that contravene the Uyghur Forced Labour Prevention Act being used in some BMW, Jaguar, Land Rover, and VW products?
  • ToolGuy I wouldn't buy any old Chinese brand of vehicle, but the right EV at the right price, maybe possibly yes. If you told me this would alarm Ford and torque off FreedMike, all the better. 😉P.S. I would *definitely* consider an EV made in Taiwan. Take that, paramount leader!P.P.S. China batteries/components to convert one of my ICE vehicles to EV? Yes.
  • Wolfwagen I expect Renault to be less popular than Fiat
  • ToolGuy Helium-3, baby!
  • Roman Our 1999 Pontiac Sunfire Gt is still running without any issues. 25 years and counting.