Car Industry

Geely launches mysterious new global brand Lynk and Co

The automaker claims it'll be different from anything before it...like we haven't heard that before.

Is this a grille? I think it's a grille.

Geely

How many times will we hear about a new company that plans to change the face of mobility as we (barely) know it? At least one more time, apparently, as Geely -- parent company of Volvo -- is set to launch a new global brand called Lynk and Co.

Lynk is mysterious, to say the least. The company's teaser site offers absolutely no information, just a bunch of stock footage of Millennials blowing bubbles and doing other Millennial things. There's not even a mention of transportation, really.

The PDF that accompanied a single teaser image also didn't answer many questions. The image is supposed to give us an idea of what to expect from Lynk, which is touted as "a new car brand and a model line-up." And, of course, it claims to do things differently from any other industry player.

The company officially launches on October 20, so we'll have to wait that long before any more answers are revealed. My assumption is that it won't actually sell cars. Instead, it will sell time in cars, similar to car-sharing schemes like BMW's ReachNow, where the automaker retains ownership of the vehicle. A brand devoted entirely to car sharing would be unlike any other, that's for sure.

Being a car brand born in the 21st century, odds are there will be additional tech angles, as well. Volvo's been pretty heavy on semi-autonomous systems of late, so it would stand to reason that Lynk and Co would take advantage of that. It'll probably be electric, too, because why wouldn't it be?

One thing is for certain, though: Lynk and Co sounds more like a company that wants to sell me a watch than a car.