Volvo and Geely’s new sub-brand, Lynk & Co, is a manufacturer that may not actually want you to buy its vehicles. It’s a carmaker, then, that takes a completely different view of the automotive sector.
“We’re an automotive manufacturer that doesn’t even try to persuade you to buy our vehicles. Think about that.” This is how Lynk & Co – the all-new brand by Geely and Volvo – likes to market itself. You have to take that statement with a pinch of salt obviously. But, at the same time, we can’t deny that the firm’s business strategy makes us quite curious. And, once you go through its official website – which, graphically, looks quite elegant – the eagerness to know more only increases further.
[caption id="attachment_90201" align="alignleft" width="642"] Clean profile, harmonic proportions, short overhangs and slender lines – that’s how you would describe the 01, the first model from Lynk & Co. You can only buy it directly from the company, which could have been done to avoid any overlap with Volvo’s upcoming XC40 – with which it’ll share a platform.[/caption]
Well, what is Lynk & Co then? For starters – as things stand right now – it’s just a company, or a website actually, with a five-seat crossover concept called the ‘01.’ Featuring modern design and the aesthetic appeal of a compact premium SUV, the production version of the 01 is scheduled to hit showrooms in China sometime in 2017. For the time being, Lynk & Co is slightly more than a manifesto or a declaration of intent. Its business model suggests that the goal is to cut the final price of a new car by 25% – which will be done mainly by modifying the distribution network of its vehicles. Its cars will be sold through direct sales – online with home delivery, or through a bunch of proprietary stores. Sort of like what Tesla does already. But Lynk & Co also bids goodbye to the concept of ‘dealerships.’ As far as assistance and replacement parts are concerned, Lynk & Co will rely on Volvo’s aftersales network in a majority of global markets. This strategy will also allow the brand to offer similar levels of technology as the Swedish brand, although at a more competitive price.
This is not just matter of finances alone. Business models like ‘pay-and-use’ or car sharing seem to be designed to intercept the needs and mind-sets of the youth. “If my apartment is on Airbnb, why does my car have to be parked at home unused?” asks a young driver on the Lynk & Co website. “Technology to share and lease cars already exists, we just need to start using it,” underlines the company.
[caption id="attachment_90206" align="alignleft" width="642"] Vehicle connectivity to the cloud will be managed through a 9-inch touchscreen in the centre console. Also note that there’s a switch next to the gear lever that enables you to select different driving modes.[/caption]
How will this work? Well, through an app to start with. It’ll have a share icon, allowing you to set the duration of your absence and wait for a notification from somebody willing to use your vehicle. A profile check and validation of the other party will take place, after which you’re free to rent out the car. You’ll find your car back again – with a tankful of fuel – where you had left it. And, of course, you’ll receive a fee for renting out your car.
THE 01
The 01 is the father of an all-new family, so, naturally, it’s an important model. It’s developed on Volvo’s CMA platform, which will underpin the new mid-size luxury crossover from the Swedish brand. The Lynk & Co 01 will naturally have very efficient engines, including a hybrid three-cylinder powertrain, along with a seven-speed double-clutch transmission or a six-speed manual tranny. And you won’t have to sift through an infinite list of optional extras.
After its launch in China, the brand will turn towards Europe – but the odds of it coming to India are quite slim at the moment.
OLD FACE, UNPRECEDENTED DESIGN
PETER HORBURY (in the photo below) is not exactly an outsider. On the contrary, he’s a well-travelled designer who has gained a great amount of experience working with some of the biggest names in the business. In 2002, Horbury was the design director of the Premiere Automotive Group (which consisted of Aston Martin, Jaguar, Land Rover and Volvo when they were all owned by Ford), following which he was appointed as director for design at Lincoln in North America in 2004. In 2009, he joined Volvo in Europe once again. Now, he’s the vice president in charge of design for Geely and the face behind the style of the Lynk & Co 01. The design of the 01 has unmistakable European proportions, even though it was born with contributions from design centres based in Shanghai, Barcelona and Los Angeles. A closer look at the vehicle reveals a series of complex graphic details – perhaps an effort to cater to Chinese tastes. On the whole, though, the design language is fresh – and quite fitting for the innovative ambitions of the brand.
EVEN MORE OF VOLVO ON THE INSIDE
Volvo and Geely engineers have been working together for the last three years at their common research centre, called CEVT (China Euro Vehicle Technology). Their combined efforts resulted in the CMA platform, which stands for Common Modular Architecture – one that can accommodate 3 or 4 cylinder combustion engines, a plug-in hybrid, and an all-electric version. Shown here is a cutaway of a 3-cylinder turbo-petrol engine linked to an electric motor, with the batteries (in orange) occupying the central tunnel.
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