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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  1. whynot says:

    “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.”
    It is Berlin, so it will be a techno event.

  2. VoGo says:

    Now is the time that they dance?

  3. FreedMike says:

    Dungeon porn.

  4. CoreyDL says:

    Someone old produced the homepage video, as teen Millennial skateboard dudes don’t get up at 6:00AM.

  5. Adam Tonge says:

    “Lets wake up and watch the sun rise on top of some random building. We can bring our boards and wear our flat brimmed hats off-kilter.”

  6. CoreyDL says:


  7. Adam Tonge says:

    Lincoln should make an ad with Matthew McConaughey running these guys over after he sells them drugs.

  8. 05lgt says:

    make it “running these guys over after they bring him his money a day late and he promises to bring them more drugs tomorrow” and Matthew’s in.

  9. 28-Cars-Later says:

    Now that’s effective marketing, where do i sign?

  10. Lou_BC says:

    “Now that’s effective marketing, where do i sign?”
    Elon Musk is watching closely.

  11. 28-Cars-Later says:

    Whose kids are these, and how did they get in my Tesla?

  12. Adam Tonge says:

    “make it ‘running these guys over after they bring him his money a day late and he promises to bring them more drugs tomorrow’ and Matthew’s in.”

  13. Lou_BC says:

    Maybe they were boardsing their brains out all night long and are watching the sunrise before going off to bed?

  14. Jagboi says:

    Just noticed the board. At first I thought they were holding hands. Maybe they are watching the sunrise together before going off to bed!

  15. Cactuar says:

    Because it worked so well for Scion…

  16. Fred says:

    Infinity had a nebulous campaign as well, before they had product.

  17. Demon Something says:

    Mind you, this is China. They haven’t got so jaded towards marketing like we have in the West…
    ..oh who am I kidding, that’s a god-awful name.

  18. 28-Cars-Later says:

    Already sounds stupid.
    China, unless you’re going to undercut everyone by 40% don’t bother. We don’t want the junk in your trunk. I doubt Europe does either.

  19. VoGo says:

    And take back all those iPhones, laptops and TVs!

  20. 28-Cars-Later says:

    Please do. I will do just fine with my projector and PS3.

  21. dal20402 says:

    Both of which were made in China.

  22. Compaq Deskpro says:

    First gen PS3’s with the memory slots and backwards compatibility were made primarily in Japan, I have one. Almost all after that were China. US market PS4’s are all made by Foxconn, but Europe gets some Japan made models.

  23. 28-Cars-Later says:

    My Proxima 6810 LCD projector (circa 2000) and Fat PS3 were both made in Japan.

  24. Asdf says:

    Oh, no, not that utterly moronic and cringe-worthy iPhone retort again from the China fanbois…

  25. tekdemon says:

    I dunno, if the quality of the product is good enough people will buy it. Geely had already been making somewhat reasonably decent vehicles even by themselves and this is the culmination of Volvo and them collaborating on a new car so it might very well actually be pretty decent. Look at cars like the Geely Boyue, they’re already very surprisingly nice which is why Geely is seeing sales growth even though the Chinese car market is cooling down.
    I was recently in China and was actually pretty surprised that even the janky knockoff vehicles that try to clone BMWs and whatnot were now actually pretty driveable and had decent ride quality and build quality, because we got to see quite a few of these when calling Uber/Didi.
    I think if they can really merge Volvo’s tech with somewhat more practical reliability and cost conscious production then they might well have a strong competitor. It’s probably not going to be competing with Civic sales anytime soon but it could be a real threat to weaker car companies.

  26. Ryoku75 says:

    Its not the China part that concerns me, its the Volvo bit. Outside a few Europe-only models they’ve never been that great at building cheap cars.

  27. darex says:

    Etiology of a company name, à la Chinese:
    Lynk & Co. <- Rink & Co <- Rincoln Co <- Lincoln Co.

  28. Jagboi says:

    Friend of mine has brought in a number of cars from Japan and sends me the interesting auction listings. One listing was a picture of a Town Car and the make was listed as Rinkin.

  29. NoGoYo says:

    I hate being lumped in with the kind of people who enjoy this sh*t.
    I like heavy metal and old computers and muscle cars and sh*t! I’m not some artisinal organic Whole Foods douche-canoe!

  30. stuki says:

    You like old computers?

  31. Kenmore says:

    I do!
    I hate thin, flimsy, glossy and letterbox screened modern sh*t! But muscle cars remind me too much of the Vietnam era.

  32. Compaq Deskpro says:
    I’ve taken stacks of these, mostly busted, and broke them down to parts for scrap. These are hilariously complicated to dissassemble, yet somehow elegant at the same time, like a mechanical watch. The sheer number of different screws, with different heads, lengths, finish, some are threaded…
    Once the aluminum unibody days started, all Mac laptops had everything under a single bottom panel, but they lsot some character for sure.

  33. Ryoku75 says:

    The idea of a “value Volvo” is a bit concerning, I get 850 hallucinations just thinking about it. Maybe the “Lynk” wont have a CEL though, it’ll be a good way to save money on lights!

  34. Lightspeed says:

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

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