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Time to Redefine Normal
A new partnership between Volvo and Chinese automaker Geely set out to disrupt the market: questioning how, where and even if we buy cars. They challenged us to rethink what a car brand could be in the 21st century. With a spirited young urban audience in mind, we created Lynk & Co. Part high-performance vehicle, part shared ownership model, innovative digital interface and flawless service. A new normal for car brands. All connected, on-demand and completely integrated to today’s lifestyle. From the beginning, Lynk & Co turned convention on its head. The brand focused on a reduced spec model with limited choice – think iPhone for cars. There was no roll-out of fixed retail forecourts, instead the Lynk & Co roadshow is always on tour. Urban stores are like nightclubs, not showrooms, with products packaged like fragrance. A series of digital applications create a completely seamless experience from purchase to maintenance to the daily drive. Shared ownership is the foundation: customers share their car by distributing digital keys to family members or trusted friends. The concept was complemented by a new digitally-enhanced retail experience design, with the emphasis on play, exploration and lifestyle. We’ve done away with dealerships. Now there's just a smart, simple e-com platform supported by experience stores in key cities and roving pop-ups in 700 locations every year. Lynk & Co is the fastest growing car company in the world. Agency: Landor & Fitch
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