Lynk & Co: The Failure of Digital Sales

The monthly rental formula established by Lynk & Co is struggling to find its audience. A return to a more classic format

Renting a Lynk & Co 01 with no commitment, no down payment, and an all-inclusive monthly package that includes maintenance and insurance is certainly very appealing. Sharing it to reduce costs further enhances the attractiveness of the model! This is the bold concept from the Chinese manufacturer that, unfortunately, is not working. Lynk & Co registered only 3,000 units of the 01 last year, far from the expected 10,000. Is it the car’s fault? No, as it is based on the Volvo XC40 platform, making it an excellent plug-in hybrid. The body is indeed very distinctive but not off-putting, and the interior is original and well-finished. So where is the problem? Launched at 500 euros per month, the offer has since been significantly raised to 600 euros. And don’t plan for the long term, it’s 12 months at most. If you want 24 or 36 months, it will cost you a few euros less but you will need to make a down payment. Quite simply, at this price, the Chinese option is not interesting compared to the rest of the market. Simple and basic.

Call for help

In an effort to revive the brand and expand its presence in Europe, Lynk & Co has decided to partner with SEEAG, a well-established leader in the automotive markets of Southeast Europe. In total, 12 new European markets are targeted by the Chinese manufacturer, ultimately expanding its presence to 19 countries.

SEEAG will assume the role of importer and distributor while Lynk & Co will now focus solely on providing fleets of the 01. Given the feedback on Lynk & Co’s customer service in France, this may not be a bad idea, as transitioning from 7 to 19 markets is no trivial task for just any manufacturer.

Lynk & Co opens up to the East

The brand is currently operational in Sweden, the Netherlands, Belgium, Germany, Spain, France, and Italy. The rollout will begin in Greece and Romania before continuing to Slovenia, Croatia, Bulgaria, Serbia, Bosnia and Herzegovina, Montenegro, North Macedonia, Kosovo, Albania, and Moldova by the end of 2024.

It remains to be seen whether Lynk & Co will maintain its pricing, as the car is already over three years old and now faces much sharper competition than at its launch. Unless these markets provide an opportunity to sell existing refurbished models after their short initial life…

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