Lynk & Co is a new global urban mobility brand addressing the needs and preferences of the connected generation.
The automotive industry has been consistent for the past 10 years while the customer has changed drastically. Instead of starting with the car, Lynk & Co started with the consumer. Alain Visser, Senior Vice President of Lynk & Co says the 02 is a "smartphone on wheels." His ambition for the brand is to disrupt the automotive industry by redefining the process of buying, owning and using a car, creating a vehicle that is all about connectivity, sharing and technology.
Lynk & Co will be starting production in Belgium in 2019 and will begin its European roll out in 2020. The company understands that people no longer gravitate towards dealerships and is altering its approach to suit the needs of the evolving customer.
Instead of negotiating with salespeople, consumers will be able to purchase the Lynk & Co 02 online. The offline strategy will consist of a series of pop-up stores in major European cities. The auto manufacturer will forgo traditional dealerships to create small, sociable brand boutiques in urban districts -- bringing the car to the consumer instead of the other way around.
Lynk & Co will also be abandoning traditional marketing methods by using pop-ups as an actual touch point with customers. The company has collaborated with the disruptive e-commerce platform Tictail to create a range of fashion and homewares that are designed by a community of independent creators.
The Lynk & Co 02 is a sporty, dynamic, and expressive car designed for the young that enables everyday adventures, says Andreas Nilsson, Head of Design at Lynk & Co. The design of the car is meant to present more attitude, more emotional connection, and aggressive undertones giving you the feel of a gaming aesthetic. With cities being so tight, the car interior is designed to give you more personal space. As younger generations are caring more and more about our planet, Lynk & Co wants to represent those mutual values and is doing so with the sharing and technology aspects of the vehicle. The car will be hybrid-only electrified with plans to move full electric in the future.
As Visser says, "This is not a new car brand. This is a new mobility brand."
Changing Mobility Forever
The Lynk & Co 02 is Described as a Smart Phone on Wheels
Trend Themes
1. Connected Mobility - There is an opportunity for companies to develop new methods of mobility that are centered around connectivity and technology similar to Lynk & Co's approach.
2. Direct-to-consumer Model - Companies should consider the opportunity to eliminate dealerships and create small brand boutiques in urban districts or adopt an online approach similar to Lynk & Co's.
3. Collaborative Marketing - Collaborative marketing with disruptive e-commerce platforms and communities, like Lynk & Co's partnership with Tictail, can be used as an effective touchpoint with customers.
Industry Implications
1. Automotive Industry - There is an opportunity for the automotive industry to redefine the process of buying, owning, and using a car to meet the needs of the changing customer.
2. Retail Industry - The retail industry can consider creating small, sociable brand boutiques and adopting an online approach to meet the evolving needs of customers similar to Lynk & Co's strategy.
3. E-commerce Industry - There is an opportunity for e-commerce platforms to collaborate with brands in the automotive industry, as seen with Lynk & Co's partnership with Tictail, to create touchpoints with customers and drive sales.