Lynk & Co, at a virtual event, launched its new mobility membership and announced that its 01 electric vehicle, which has experienced great success in China, will soon be available in Europe.
It is impressive that a company like Lynk & Co has been able to launch a new service offering and launch a vehicle in a new market, despite the ongoing challenges of the global pandemic. Being more than just an automaker, Visser and his team are focused on the continued growth and are already eyeing up additional markets and opportunities.
A year ago, I met with CEO Alain Visser in London to discuss how the brand was becoming the Spotify of the Automotive industry, providing a totally new experience for consumers.
Following the virtual launch, I decided to catch up with him and find out how Lynk & Co is getting on today.
“It’s really about meeting the new experience demands from customers, offering mobility as an experience rather than just leasing or buying a car,” says Visser, explaining the latest offering to me. “They do not want to lease a car for a year now, they may only want it for a month and this is now a focus of ours.”
He strongly believes that being convenient is not enough in the market, as rivals can simply replicate the same thing and sell for a lower price. He wants to create an experience for everyone to enjoy, wherever they are.
This includes taking the experience outside of the car, promoting exclusive events and activities to promote the Lynk & Co lifestyle.
“For example, our Berlin members can attend events at their local Lynk & Co store, which adds benefit over other simple car rental services. This model doesn’t exist anywhere else in the automotive industry and it is what will help us succeed in additional markets going forward.”
From Asia to Europe… to Beyond
Although many in Europe may be hearing about Lynk & Co for the first time, the company has been around for a number of years; already seeing incredible success in China. In fact, the company has been labelled the fastest-growing automaker in the world, much to Tesla’s surprise.
In short, there is no other car brand that has achieved the same level of volume in such a short time as Lynk & Co, which speaks volumes about the brand’s business framework, not to mention its strong family ties with the automotive giant, Volvo.
With the latest mobility offering and a new vehicle for Europe, Visser wants to replicate this success across the continent, opening up a number of Lynk & Co stores in cities such as Amsterdam, Berlin, Brussels, Barcelona, Stockholm and Milan.
For now, consumers in London will have to wait a little longer before seeing any Lynk & Co stores. This is simply down to the brand not having a right-hand drive vehicle on the market at present. Visser assures me that one is coming, but cannot give me a date.
“For me, the sooner the better, as it’s the second biggest market for Europe.”
Europe has become a pot of innovation with a customer base which is now ready for electrification and the idea of flexible car ownership. In addition, businesses like Lynk & Co must also monitor the market and develop technologies to align with emerging trends to maintain a competitive edge.
“We see the openness growing for new trends in the automotive industry,” adds Visser. “According to our statistics, about 10% of the car-buying population are open to a new process and experience. If we can get a fraction of that then that’s the way we want to go.”
We always want to be on the edge of what is new in the mobility industry
There is new consumer behaviour in the car market today, due to innovative connectivity solutions, flexible ownership and a general desire for a totally new experience. Due to this, it is vital that a company like Lynk & Co will react to the changing landscape and consumer focus.
Its vehicles have a list of new features that continue to grow, from Android to virtual maintenance. The brand is constantly speaking with its customers to find out what else it can implement into its vehicles to stay ahead of the game.
“Things are moving quickly and, in turn, so are customers’ demands. In some cases, things become outdated almost instantly, so it is important to be able to access and update our fleets whenever possible,” says Visser.
“The first model that we introduced four years ago would be outdated now if we had not updated the apps and connectivity offerings,” he continues. “Our business model is always changing.”
Lynk & Co has now implemented phase one but is already focused on updating this in 12 months to remain an innovative brand. To do this, the company will harness its over-the-air technology, allowing its software developers to update the cars without them being brought in for services, making sure that its potential is unlimited.
With the focus shifting over to the European market, Lynk & Co will continue to expand its global footprint, with the North American market now on the horizon.
“Our first step was China, followed by Europe and, of course, finally America,” explains Visser. “By the time we reach the U.S., our business model will probably be very different because we continue to update. What we do now is fundamentally different from what we did in China 3 years ago, which I like. We always want to be on the edge of what is new in the mobility industry.”
With an automotive industry that has continued with the same ownership model for the best part of a century, Lynk & Co has had enough. Visser and his team are driven to change this by offering products to consumers around the world that prioritise their digital and ever-changing lifestyles. It is time to redefine how cars are bought, owned, connected, serviced and used.
Keyword: Lynk & Co CEO Alain Visser is Taking on The European Market