The march of the Chinese car brands, of which there are several, into the UK and Europe has been slow and surprisingly subtle. Birmingham-based IM Group, which is responsible as UK concessionaire for Subaru and Isuzu brands, did import the Chinese Landwind 4x4 model (an Isuzu built under licence) for a brief period around six years ago but, despite a low-price tag, sales were sluggish.
Of course, the Chinese SAIC Group owns both Volvo Cars and LEVC (the new name for London Taxis), which is providing it with a potent European and British entry-point. More recently, PSA, the car group that owns Citroen, Peugeot and DS models, used Chinese partner funding to acquire Vauxhall-Opel. Yet, apart from these limited examples, there exists what appears to be only minor involvement between China’s burgeoning motor industry and our own.
However, one brand name is about to make a huge impact. Lynk & Co has announced unprecedented numbers for a new brand in its first year, starting 2018 with the fastest selling car in history, closing the book on the year with 120,414 cars rolling on the streets of China. In the space of just three years, Lynk & Co has gone from being an idea originated in Gothenburg, Sweden, to becoming the world’s fastest-growing car brand, wrapping up 2018, with 221 retail shops opened in China.
Lynk & Co International CEO, Alain Visser, said: “Three years ago, Lynk & Co started off as just an idea founded on principles unheard of within the industry. These sales numbers for a totally new brand are exceptional and proof that the focus on a simple experience from start to finish for young urbanites is working. Today we are seeing step-by-step that our mobility offering is truly disrupting the car industry from within. We are proud at the speed of our growth so far and immensely excited by our launch into Europe, the journey is well under-way. So continue to expect the unexpected as we are picking up the speed.”
Lynk & Co has abandoned the traditional automotive concept of base models, entry points and endless options lists. It has also made the traditional showroom experience redundant, with a focus on unique retail stores that offer visitors open surroundings that include a café-bar, cinema and even a children’s play area.
The focus is now shifting to Lynk & Co’s expansion into the European market. The first stores are set to open in 2020, within the continent’s most happening urban districts, Amsterdam, Berlin, Brussels, Stockholm, London and Barcelona. Perhaps its nominal links to ‘Marks & Sparks’ may be more than coincidental?
