Lynk & Co launch a production ready 01 and a concept 03 at the Shanghai Auto Show.

WORLD’S MOST CONNECTED BRAND STRENGTHENS COMMITMENT TO REVOLUTIONISE CAR BUYING AND OWNERSHIP

INTRODUCES NEW MODEL: THE 03 CONCEPT

REVEALS 01 PRODUCTION MODEL 

Geely Auto Group launches its LYNK & CO global car brand in China with an international auto show debut in Shanghai, and introduces an all-new model – the 03 Concept – a bold and sporty sedan.

Also confirmed in Shanghai is the LYNK & CO 01 as ‘production ready’. Presented as a prototype at the LYNK & CO global brand launch in Europe last year, the 01 – a tech-laden SUV – is now introduced as a production model for the first time, with vehicles to enter the market later this year.

Alain Visser, Senior Vice President of LYNK & CO, said:

“Having launched LYNK & CO in Europe just five months ago, we are now ready to roll-out our unique brand of connected mobility with a number of new car models featuring the world’s first digital in-car share button. Our promise of a new dimension of vehicle connectivity and shareability, coupled with a revolutionary approach to buying and ownership, is further strengthened with both free connectivity and lifetime warranties as standard with the LYNK & CO package.” 

Free Connectivity

Announced in China this week, LYNK & CO will become the world’s first brand to offer free data traffic for connectivity on its cars as standard. Confirmed details of the global connectivity promise will be revealed as LYNK & CO vehicles go on sale later this year. The announcement this week reveals that every vehicle will benefit from complementary data traffic access globally from purchase.

Lifetime Product Warranty

In its boldest statement of quality and confidence, LYNK & CO also announces its intention to offer all cars with a lifetime warranty. Details of the lifetime product warranty and roadside assistance will be revealed as the first new LYNK & CO vehicles go on sale in China in Q4 2017, with sales in Europe and the U.S. to follow in 2019. 

LYNK & CO 03 Concept

The new model revealed for the first time this week is the 03 Concept – a mid-size, sports sedan. 

Shanghai is a natural starting point for the 03 Concept’s story, a true global mega city, and the heart of the Chinese automotive marketplace, where the sedan segment is of utmost importance.

Executive Vice President of Design, Geely Auto Group, Peter Horbury, said:

“In China, the sedan segment is a crowded, difficult area to make a mark in – that was our challenge as the design team for LYNK & CO. How far can we stretch the rules of sedan design, to ensure we stand out and add the unique LYNK & CO flavour to the car? 

We started with some clear defining ambitions: to look solid, have an imposing presence and to make a striking visual impression. The result is the 03 Concept – our first LYNK & CO sedan – which encapsulates muscular solid volumes, our unique brand elements and intricate, high-tech details resulting in a design that is bold and sporty.”

He added: “To put it in everyday language, in the 03 Concept, we have set out to create a sedan that turns heads.” 

The 03 Concept offers a unique LYNK & CO twist on the classic sedan look – it maintains the convention of an upright C-pillar and a defined boot, but with a strongly angled D-pillar to create a smoother silhouette, resulting in a much sportier profile. This look is balanced with carefully considered proportions of height, length and breadth to ensure the distinctive LYNK & CO design language is clearly communicated. Achieving this without compromising interior space and the all-important leg and headroom factors has been at the forefront of the 03 Concept’s design. 

Particular attention has been paid to the details on the 03 Concept, with the signature LYNK & CO style of LED daytime running lights sitting high on the bonnet, and distinctive parallel horizontal lines down the length of the hood to reinforce the car’s front profile. The sleek roofline is further accentuated with yellow-bronze lines separating the roof and body both physically and visually.

China Euro Vehicle Technology

The 03 Concept has been in development for more than two years, and in keeping with the brand’s commitment to doing things differently, is the second model debuted, following the 01 shown in October. The 02 will be revealed in due course, completing a three-car line up when the first LYNK & CO models go on sale later this year. Further models are also in development, and will follow the 01, 02, 03 nomenclature. 

The 03 Concept will be based on the CMA (Compact Modular Architecture), developed by CEVT (China Euro Vehicle Technology) – the shared Geely and Volvo Cars research and innovation centre with its headquarters in Gothenburg, Sweden. CMA is an advanced, modular architecture capable of accommodating many body styles and sizes, which also underpins Volvo Cars’ new compact vehicle range and many upcoming Geely models. 

CMA is also able to accommodate a wide range of different powertrains, electrical systems, passive and active safety systems and technologies. Thanks to CEVT’s focus on digital simulation, the architecture has been developed with advanced quality and far quicker than conventional automotive structures. 

LYNK & CO 01 – Production Ready

The LYNK & CO 01, having undergone a comprehensive programme of testing and development around the world, from the frozen plains of the Arctic Circle in Scandinavia to the unforgiving heat of the Turpan desert in China, is now confirmed as ‘production ready’.

Series production of the 01 will begin this year at a dedicated factory in Luqiao, Zhejiang Province in Eastern China – a factory purpose built for LYNK & CO and Volvo Cars production by Geely, and delivered by Volvo’s world-renowned team of production engineers. 

LYNK & CO cars are developed by experienced and expert engineering teams in both Europe and China, and are optimised from the ground up to suit global tastes with quality and performance benchmarks set against the world’s premium auto manufacturers. At launch in China, the 01 will be powered by a family of engines shared with Volvo Cars; including 1.5T and 2.0T petrol options, and a plug-in hybrid electric vehicle (PHEV) derivative. 

New Business Model With Connectivity and Hassle-Free Ownership At Its Heart

At the core of the LYNK & CO brand is connectivity. Customers will find a range of connected technologies on offer in the vehicles, all aimed at making life easier. Described as ‘smartphones on wheels’, all models come with a large central touchscreen and telematics systems that are always connected to the internet and the car’s own cloud. 

Designed and engineered in Sweden, the LYNK & CO brand and its products will introduce a new business model to the automotive sector as a mobility service provider. Personalised services, an open API (application programming interface – the first in the automotive sector to be ‘open’), unrivalled connectivity with vehicle sharing at its heart, e-commerce, simple, subscription-based ownership and the first dedicated app store for cars, make up the key offerings of LYNK & CO. 

Over the course of the next 12 to 24 months, a new range of state-of-the-art cars, with simple, hassle-free ownership options at accessible price points will be introduced, with the aim of challenging and redesigning the way in which automotive products are bought, owned and used across the world. The key aim of LYNK & CO is to enrich and simplify vehicle ownership through connectivity, e-commerce and by addressing the needs and preferences of a new global generation of customers. 

LYNK & CO has abandoned the traditional concept of base models, entry points and endless options lists that create infinite build configurations and costs in manufacturing. Inspired by the fashion and technology business models, LYNK & CO has replaced trim levels and options lists with a simple selection of fully equipped, fixed priced collections themed to meet customer and seasonal preferences. 

LYNK & CO products are designed and engineered in Sweden for the global market, with the first models going on sale in China later this year, followed by Europe and the U.S. in 2019.

Forty years ago a car was launched that dominated a segment, and now, after all those years, the 3-Series is still king.

In 1975, BMW introduced the 3 series, a sporty sedan that became synonymous with the brand's performance image.

Forty years later, despite intensifying competition and changing customer tastes, the 3 series still dominates its segment. Competitors openly benchmark the 3 series and target it in their advertising. Buff books lavish it with praise. Dealers love the repeat business.

In many ways, the 3 series is BMW, the brand with the enviable mystique built on German engineering and uncompromised performance.

But the competition is coming on strong; some experts say the Mercedes-Benz C class and Cadillac ATS are already on par with the 3 series when it comes to technology and performance. The next-generation Audi A4 due next year could be another tough rival.

The question is whether BMW can maintain the 3 series' performance aura in a market demanding more luxury, connectivity, semiautonomous driving technology and increased fuel economy.

BMW can't afford not to.

The 3 series accounts for about 25 percent of BMW sales worldwide, the automaker says. In the United States, 501,569 luxury compact cars were sold last year, and the 3 series (and its spinoff 4 series) accounted for nearly 28 percent of those sales -- a percentage BMW has maintained seven out of the last 10 years.

Dealers testify to the nameplate's market strength.

"I've had repeat buyers over and over again. Over the years, the 3 series has evolved, and the technology has evolved, but they have not rested on their laurels," says Joe Laham, owner of BMW of Cape Cod in Massachusetts.

Laham, who sells 10 other brands including Audi and Volvo, says rivals have a hard time conquesting 3-series buyers.

"Everybody has tried to benchmark it," he says. "I do value my partners, but it is tough to compete with the legend."

Lutz: At the creation

The legend has been decades in the making. Fabled executive Bob Lutz joined BMW in 1971 as the board member for global sales and marketing and helped create that aura.

Lutz was there when the 3 series was launched and when BMW's tag line "Aus Freuden am Fahren" ("For the Joy of Driving") became "The Ultimate Driving Machine."

"We blessed it as conveying exactly the right blend of superiority and excellence," Lutz says. "It was the BMW promise that nobody else could make."

In the last five years, mechanically and with performance, other cars have caught up to the 3 series, he says: "What hasn't disappeared is the reputation and the brand image. It is not totally reflected by reality, but it was well-earned in a 35-year history producing good and desirable cars."

It's an enviable position, admits Johan de Nysschen, president of Cadillac, a brand that wants to dethrone the 3 series. BMW's mystique is the result of "many generations of consistency," one that Cadillac is seeking to emulate, he adds.

De Nysschen believes General Motors' brand can compete, but the perception of Cadillac as a true player will come with "consistent execution. We will see a change in five years."

"My former employer Audi are respected today. They did not get there overnight; it has taken them 20 to 25 years, and our journey will not be that long."

But he concedes it is hard to dislodge an image as strong as the 3 series': "They have embodied that in their product and developed this intangible aura and an appeal that has much intangible value. People imagine the car is much greater than it is."

There is some support for de Nysschen's opinion.

Although the 3 series has reached "that pinnacle level and has maintained it," says Stephanie Brinley, an analyst with IHS Automotive in Detroit, "I am not sure that BMW has progressively improved the 3 series as much as others have improved their cars."

'Driver focus'

Other experts say competitors still are far from matching the 3 series' "driver focus," as Tim Urquhart, an analyst with IHS in London, puts it. "It consistently beats its rivals on that."

Jean Jennings, editor of jeanknowscars.com and former editor of Automobile magazine, figures there are "at least a half-dozen competitors" vying for the 3 series' crown. Yet the 3 won an Automobile All-Star award 29 years in a row -- more than any other car, Jennings says.

She'd place odds on Mercedes-Benz and Audi coming close in sales. "If Porsche decided to make a four-door sedan in that size, it would probably wipe it up," Jennings adds.

BMW says it has sold 14.6 million 3-series models (including the 4 series coupe and convertible spun off from the 3 series) worldwide since the car went on sale in 1975. Of those, more than 11 million were sedans or station wagons.

Stephan Kessel, BMW AG's head of production management for the 3 and 4 series, says that track record makes the 3 series "the heart of the brand. Most of the values that BMW stands for are in the 3 series. It is an ambassador."

The 3 series has added significance in the U.S.: BMW of North America was founded 40 years ago when the brand took over the sales and distribution of its vehicles from independent distributors.

"When we decided to open our own division in the U.S., that was at the same time that BMW released the most important car as a company," says Manuel Sattig, head of brand strategy in the United States.

The 3 series is the epitome of BMW's marketing as the ultimate driving machine "because it is related to that feeling when you shift the gears and that direct response of using the gas pedal -- it gives you that dynamic driving feeling," Sattig says.

Even Consumer Reports sings the 3 series' praises.

Jake Fisher, the magazine's director of auto testing, says: "It has for a very long time been The One. This is the small, fun-to-drive, luxurious vehicle, and it hasn't had a lot of competition for quite a while."

Lutz says a key to the success of the 3 series is that "it was always superbly engineered."

"It was engineered up to a desirable level as opposed to engineered down to a specific cost," he says. "People expected to pay more."

"That is where the slogan came from. The focus in marketing and the car was on vehicle dynamics, good brakes, sharp handling and good engine sound -- all of the things that provide gratification to the driver."

Urquhart of IHS says the competition has intensified in the last two decades, "but the 3 series is still the benchmark."

With the redesigned C class launched last fall, the Mercedes-Benz sedan "is beginning to close that gap" because of its "premium quality and equipment, and it is a far improved drive over its predecessor," he says.

Mercedes-Benz continues to maintain a price premium over the 3 series with the C class. The C300 starts at $39,325, compared with $34,145 for BMW's entry 320i. Both prices include shipping.

Heiko Schmidt, product manager for the C class at Mercedes-Benz USA, says: "We have come a long way in the last two generations. We closed the gap with the 3 series when you benchmark to powertrain, fit and finish and especially inside with quality."

In the coming year, the C class will get a coupe and convertible designed from the ground up, derivatives that Heiko says finally will put Mercedes on a more level playing field with the 3 series.

2 is the new 3?

Consumer Reports' Fisher says the 3 series isn't the most highly rated car: "In terms of reliability, safety and luxury, there are better cars." He accuses BMW of going "a bit mainstream and backing off that fun-to-drive factor" to appeal to the market's seemingly insatiable demand for plush interiors and entertaining electronics.

For instance, the freshened 2016 3 series boasts an optional color head-up display, parallel and perpendicular parking assist, a navigation system with 3-D visualization in cities and over-the-air maps.

The smaller, less fussy 2-series coupe is what the 3 series used to be, Fisher says.

"The new BMW 3 series is a BMW 2 series -- the 235i is the most classic," he said. "It is fun to drive, luxurious and can hold its own with the luxury and livability."

In Lutz's view, the 3 series faces another challenge. He figures that in the next five years, sporty compacts will matter less as the market continues to shift to compact crossovers: "More and more, worldwide customers are abandoning sedans. If the current trend continues, they will be very rare in five years."

Laham, the Cape Cod dealer, admits some of his former 3-series customers now own the BMW X3 or X1 compact crossovers: "If they don't buy another 3, they buy a variation -- an X3 or an X1." But, he adds, "all of that technology has come off the 3 series."

Lutz says that even with changing consumer tastes and advancing competitors, the 3 leads the pack. "BMW will devote all the technology and marketing to make sure the 3 series remains premium," Lutz says. "In real terms, if it was a 9.2, most others are an 8.5 or a 7.5."

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Diana T. Kurylko