Amid the global automotive industry’s shift towards electric and hybrid vehicles, Lynk & Co, a young brand under the Geely Group, is striving to establish its presence in the premium car segment.
After more than a year in Vietnam, Lynk & Co has launched six models, the latest being the Lynk & Co 08 unveiled on October 24, 2025, showcasing its ambition to expand across popular market segments.
In an interview, Mr. Chen Yu (Mars Chen), Vice Chairman of Zeekr Group and CEO of Zeekr Group International, which holds 51% of Lynk & Co, shared insights into the brand’s development strategy, market approach in Vietnam, and its vision in the new energy vehicle era.
Mr. Chen Yu (Mars Chen) – Vice Chairman of Zeekr Group, CEO of Zeekr Group International.
“We may not have a century-old history, but we have the technology to create unique value.”
Lynk & Co, a nine-year-old global brand and just over a year old in Vietnam, has grand ambitions. “From day one, Lynk & Co’s core has been focused on a unique design and targeting the global premium segment,” said Mr. Chen Yu.
Lynk & Co aims to redefine “New Premium” through “design, performance, and safety” in every vehicle.
According to Mr. Chen Yu, while Lynk & Co lacks the century-old history of established brands, it compensates with design, performance, and safety—the three pillars of its “New Premium” concept, setting it apart from traditional brands. This concept remains central as Lynk & Co enters the Vietnamese market.
“Today, the global automotive industry is rapidly transitioning to electrification, with vehicles becoming smarter, more modern, and connected. I believe Vietnamese consumers are increasingly interested in intelligent, powerful, and advanced vehicles.
This is Lynk & Co’s core value—continuous innovation in electrification, autonomous driving, and smart digital cockpits, aiming to redefine premium vehicle standards in Vietnam,” added Mr. Chen Yu.
EM-P – The “latte” of the electrification era
In terms of performance, one of the three pillars of “New Premium,” Lynk & Co introduced the EM-P hybrid powertrain, described as the “perfect balance between gasoline engine power and electric motor efficiency.”
EM-P technology promises “significant advantages in performance, structure, and technology.”
Mr. Chen Yu drew an interesting analogy: “Coffee is naturally black, but humans created latte and cappuccino by blending coffee and milk. EM-P is similar—a natural hybrid of gasoline and electricity, offering flexible choices for users.”
He noted that while many brands in Vietnam excel in pure electric vehicles, some customers remain hesitant about electric cars. Instead of developing gasoline vehicles first and then adding hybrid versions, Lynk & Co designed hybrid vehicles from the outset. According to Mr. Chen Yu, this early focus provides “significant advantages in performance, structure, and technology.”
The newly launched 08 exemplifies this, with a total output of 345 horsepower and 580Nm of torque, surpassing many other D-segment SUVs in Vietnam.
The 08 won’t be the only model featuring EM-P technology. During the interview, Mr. Chen Yu revealed plans to introduce the 900 model to Vietnam, a flagship vehicle with a combined output of up to 710 horsepower.
“We don’t engage in price wars”
A great car without a competitive price struggles to attract buyers, especially in Vietnam, where consumers are highly price-sensitive. However, Lynk & Co takes a different approach.
While some brands set high prices and then attract buyers with discounts, Lynk & Co maintains a consistent pricing strategy. “Lynk & Co’s stance is clear: prices are set once and remain stable, avoiding price wars, which aren’t part of our business philosophy,” said Mr. Chen Yu.
Mr. Chen Yu stated that reasonable pricing and advanced technology will eliminate the need for future discounts.
According to him, Lynk & Co targets customers who understand the true value behind the price, hence the brand “will announce reasonable prices, demonstrating sincerity to the Vietnamese market.”
“We don’t aim to conquer everyone”
Lynk & Co’s approach seems to be working. Over 1,000 customers in Vietnam have chosen Lynk & Co in just over a year, with more than 100 early deposits for the 08 model, priced from 1.299 billion VND. While slightly higher than some other D-segment vehicles, this price is acceptable for a plug-in hybrid model.
Mr. Chen Yu revealed that most buyers are experienced with luxury brands, from the private sector, young, and tech-savvy. Some have even experienced the Lynk & Co 08 in markets like China or Europe.
These are the primary customers Lynk & Co targets—those who have outgrown the need for a logo to define themselves and those seeking something new and different.
Lynk & Co targets two main groups: those who value experience over logos and those seeking novelty.
With this positioning, Lynk & Co’s competitors aren’t just mainstream brands but also premium European brands. Mr. Chen Yu acknowledged that while over half of customers still trust established brands, Lynk & Co has a clear philosophy: “We don’t aim to conquer everyone, as that’s nearly impossible for a new brand. Lynk & Co targets those who dare to be different, the market’s ‘dark horse’—steadfast, distinctive, and full of potential.”
Long-term commitment to Vietnam
Like many Chinese automakers entering Vietnam, Lynk & Co faces skepticism about its long-term commitment to the market.
Lynk & Co commits to long-term investment in Vietnam through both products and local manufacturing plans.
Lynk & Co’s representative affirmed this commitment with concrete actions: “We’ve been in Vietnam for over a year, which is insignificant in the automotive industry. However, Lynk & Co has a strong global foundation.” The company is also exploring local production capabilities in Vietnam, demonstrating its long-term commitment.
“Currently, all Lynk & Co vehicles are imported, but local assembly plans are underway,” confirmed Mr. Chen Yu.
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