| Lei
Real people, real things. Some time ago my cousin got a new car and bought a Volvo S60. It wasn't recommended to him by someone who knew cars, and of course he didn't ask me, he just bought it by himself. I asked him why he bought the car, and he said, "I wanted to choose a more luxurious brand, the one with better quality, but I didn't want to be too high-profile, so I chose Volvo." "Listening to this, I do feel a little magical, because as a person who knows a little bit about cars, I actually think the same as my cousin who doesn't know anything about it – that is, Volvo can really be regarded as a quality, low-key luxury brand."
It is such a good reputation, zero-to-integer coefficient, retention rate of Volvo is quite good, from January to November this year, the cumulative sales of 156,700 vehicles. This number is actually very high among the second-tier luxury brands, but its brother Lynk & Co has sold 194,600 vehicles from January to November this year.
They are all geely's high-end brands, why can't Volvo sell Lynk & Co now?
The cut is still messy
To understand the sales competition between Volvo and Lynk & Co, we must first know the relationship between the two. Volvo, as we all know, is a joint venture between Geely and Volvo in China. However, in fact, it is difficult to define whether the current Volvo is a joint venture car or a domestic car, a joint venture brand or a domestic brand, because after Geely acquired 100% of the equity of Volvo for 1.8 billion yuan in 2010, Volvo is wholly owned by Geely, theoretically it is a Chinese company, but technically it is still operated independently by the foreign Volvo Car Company, so Volvo is actually a very special existence.
Lynk & Co is also a joint venture brand established by Geely and Volvo, of which Volvo Holdings accounts for 30%, and the rest is owned by Geely. However, some data show that Volvo did not pay money, but participated in the form of technology shares. So what Lynk & Co and Volvo have in common is that Lynk & Co "has Volvo's blood."
Opponents are different
Although they are both high-end brands, the market segments and user needs faced by the two brands of Volvo and Lynk & Co are still different.
Volvo is a luxury brand, and its main market is the segment of luxury cars represented by Mercedes-Benz, BMW and Volvo. In China, for example, Volvo's market share is basically around 10%, and the global proportion is basically similar to this figure.
Looking at Lynk & Co, its goal is mainly to enter the market segment represented by mainstream foreign brands such as Volkswagen, GM, toyota, etc., and compete directly with them. Usually, this segment has long been difficult for Chinese brands to cross.
In this market, Lynk & Co is actually "leapfrogging the benchmark". It is completely in accordance with the standards and requirements of luxury cars, but the mainstream foreign brands in the market compete, which can be said to be in the name of Volvo, and at the same time surpass Volvo.
Volvo's have it, Lynk & Co has it all?
Some netizens said bluntly: "Volvo attracted me, almost all of which were inherited by Lynk & Co, and many of the shortcomings that Volvo has been criticized have been corrected by Lynk & Co." ”
Taking Lynk & Co 01 as an example, in terms of safety, Lynk & Co 01 and XC40 shared platforms, passive safety is no less than Volvo; and active safety, Lynk & Co's driving assistance is also gradually improving, in addition, Lynk & Co also inherits all the new version of Volvo safety configurations such as active braking and deviation warning.
In some configurations that can reflect luxury, the Lynk & Co 01 is equipped with Infinity brand audio as standard, and the effect may not be as good as the high-end Hamman Caton or B&W audio of Volvo, but it is no less than the low-end version of the Volvo model.
These are the reasons why Lynk & Co can be purchased preferentially in the choice with Volvo.
Write at the end
Crucially, Lynk & Co may know Chinese better than Volvo. Although Volvo is a wholly-owned car company under Geely, Geely's voice in technology is not high. As An Conghui, chairman of Geely Automobile Group, said, with the experience of cooperation with Volvo, Geely will "build products more carefully" in Lynk & Co. This is probably an important reason why Lynk & Co is selling better and better today.