After the Lynk & Co 900 launch event, data showed that 10,000 orders were placed within just an hour. To discuss the market strategy after the Lynk & Co 900 launch, as well as the technological development philosophy, we interviewed Kang Guowang, Vice President of Zeekr Technology Group, and Mu Jun, Deputy General Manager of Lynk & Co Automobile Sales Co., Ltd. We have summarized and organized the contents of this interview.
Media: Last night’s 10,000 orders were within expectations. Can you reveal this year’s sales target? There are many models in the market with the number 9, and the configuration differences are becoming smaller. What is the greatest advantage of the Lynk & Co 900?
Mr. Mu: To compete in the market, we must be more sincere to our users. Among those seated in the front yesterday, over 100 were ordering customers, with a conversion rate exceeding 90%. Indeed, this year is very competitive; with so many large cars, we should set a reasonable price, and the results have met expectations. To be a benchmark in the segmented market isn’t about volume but about ranking. In such a highly competitive market, the top 3 will thrive, and the top 5 will survive. We aim for top 5 and strive for top 3. We respect and approach the market with humility. The 10,000 orders at launch exceeded many consumers’ and media’s expectations.
Mr. Kang: The Lynk & Co 900’s product definition aligns very closely with the final result; it stands as a benchmark for large family SUVs, focusing on a few key factors. First is safety, second is space – not just large, but flexible, offering adaptability in both seating and functionality. Third is performance; built on the SPA Evo architecture that carries over the luxury performance DNA of SPA, alongside technical equipment, it rivals the effect of brands like BBA. Media and customers have validated the driving experience through test drives. Fourth is intelligence, where we’ve elevated intelligence beyond hardware through software tuning, leveraging the group’s capabilities. In summary, as a large family SUV, the Lynk & Co 900, from early definition to later realization, excels in understanding user needs.
Mr. Mu: When Mr. Kang was developing the Lynk & Co 900, he insisted that the third row should be as good as the first. The three-row dual 100-km/h collision test was merely to verify if the initial concept was achieved: the same vehicle colliding twice, at a speed of 100 km/h, with a rear offset collision followed by a 90-degree spin for a side collision. This simulates an extreme situation of being consecutively rear-ended at high speed – after spinning from the first impact, being hit again by a second vehicle. This test ensures the safety of the third row and confirms that no injury occurs in all three rows.> Media: How is the delivery capacity for the Lynk & Co 900? Currently, there are 10,000 pre-orders. Can you ensure customers won’t have to wait? How does after-sales service align with the product?
Mr. Mu: The 1.5T model is ready for delivery immediately, with some ceremonies held by dealers last night. The 2.0T Ultra model deliveries will begin in early May, and the Explorer edition will be delivered in late May. For after-sales service, Lynk & Co uses a dealership model while also developing a direct connection network. We are exploring new processes or service methodologies to support dealer channels. We’re establishing a new energy network based on service logic, though our current efforts are insufficient to satisfy users in the 300,000 to 400,000 yuan range. With a third of our users being replacements from BBA, we must improve.
Direct-sales don’t equate to the highest standard, but they ensure a solid baseline. Dealerships show varied service quality, with some surpassing direct-sales levels. As the 900 sees higher sales, a prime opportunity for enhancement arises. Previously struggling brands have optimized their channels with increased sales, aligning with our aim for Lynk & Co 900 to enhance our network through better customer service.
Media: Congratulations on achieving an impressive pre-order number yesterday. Concerning future delivery of the Lynk & Co 900’s intelligent driving experience and capabilities, are there differences between Thor and Orin X? When will the platform achieve better performance, and do we have an internal evaluation?
Mr. Kang: The national criteria set safety as the baseline for all assisted driving. Safety is paramount. With lidar across the range, both the first edition Orin and Thor are aligned. Due to Thor’s development schedule, some functions are pending OTA updates, like smart parking. Continuous product development will enhance user experience and performance. The intelligence industry is a growing and enriching process, with first-time delivery ensuring quality across cities and nationwide highways.
Mr. Mu: Lynk & Co, part of the Geely Group, maintains high-quality standards, ensuring customers won’t be used as test subjects. Extensive internal testing validates the products as we consider assisted driving software as essential as hardware in delivery. We hope you understand any perceived delays in updates.
Media: As the competition in new energy vehicles intensifies, besides product performance and configuration, brand marketing and channel development are crucial. What are Lynk & Co 900’s plans for channel marketing and development?Mu: Maintaining steadfastness in marketing is surprisingly effective. Traditional marketing models inherently have their utility, and while we continue to uphold them, we are also actively learning and adopting new social media dissemination methods. Over the years, we’ve accumulated substantial experience in our channels. Yesterday, Mr. An mentioned that Lynk & Co is China’s first new car-making force. Why? Because it was the earliest. At Lynk & Co’s inception, we began exploring the direct-sales model, but it wasn’t mature enough at the time, leading us to revert to the dealership model. However, our entire order system was built for direct sales, making the transition to a direct agency model particularly seamless, requiring minimal system modifications. In the dealership model, you sell whatever cars you manufacture, and I’ve done this for over a decade. The new forces pull production through orders, producing what sells—it’s a reverse process. Centering around the customer is fundamental and is the core of the entire business logic. Lynk & Co has experimented with direct sales, dealership, and agency models, finding exceptional dealers with management and service levels that surpass expectations, although there are significant inconsistencies with others. Now, by adopting direct sales and agency models, Lynk & Co is renovating its channel, with the Lynk & Co 900 being a pivotal opportunity. For Lynk & Co, the 900 is also a chance for brand elevation, posing a significant challenge not only for the product but for the entire brand, channel, and service.
Media: I am a Lynk & Co owner myself. Achieving 10,000 orders in an hour last night is impressive. Has the number continued to grow so far? Any new figures? Currently, domestic brands mainly focus on pure electric and plug-in hybrid vehicles, seemingly giving up on hybrid models. Honda and Guangqi Honda are developing hybrids with a fuel consumption of 2 liters per 100 km. Do Lynk & Co and Geely have any hybrid developments in progress?
Mu: Our order volume is over 40,000. Since the surge last night, users are now more cautious, needing real test drives and family discussions. After the initial wave of orders, it won’t be as fast, it will be gradual. The second peak will be during the May Day holiday when users will test drive the cars. I recently visited nearly 20 channels and those who have seen and tested the 900 can no longer refuse this product—it’s hard to go back once experienced. The next stage is to let consumers see and test the car; many car shows and mall displays are scheduled nationwide during May Day. Many people in their 40s and 50s are buying the Lynk & Co 900, and people in their 30s and 40s in my social circle are ordering, reaching customers we couldn’t reach before. This is particularly encouraging, the market potential for the 900 is vast. Through marketing and various activities, we hope to reach this new stage, which is very important. We’ll undertake more marketing initiatives and experiential activities to allow everyone to test and see the car. We aim to maintain a top-five market ranking and strive to enter the top three.
Kang: What we deliver to our customers must be the best, even if it comes at a higher cost. EM-P provides customers with an excellent driving feel and fuel efficiency impression, whether it’s the 07, 08, 09, or the current 900, capable of gasoline, electric, and extended-range options. When you actually drive it, whether fully charged or low on power, on highways or off-road, or facing any road condition, this powertrain perfectly suits Lynk & Co customers’ real use scenarios. Good configurations need customers to use and discover their benefits, like the rear screens. Initially, they were viewed as too large and dazzling, leading to the development of a folding function. Once accustomed, especially when compared to competitors, it’s impossible to return to competitors’ screens—it’s like preferring a smartphone over Nokia once accustomed. This is why it’s hard to revert once used. We welcome everyone to visit Lynk & Co during May Day, and we hope you’ll become a Lynk & Co 900 owner.Mr. Mu: This time, a lot of media professionals have placed orders, reminiscent of the launch of the Lynk & Co 01 back in 2017. Previously, when media professionals talked about Chinese brand products, they often wrote about them but did not buy or use them. However, there is a new phenomenon with Lynk & Co: a large number of media professionals are starting to use products from Chinese brands. If you have both elderly and children at home, let me give an advertisement today—the 900 is suitable for you, rest assured, it will allow you to take good care of them. The two colleagues responsible for this vehicle come from two-child families with a deep understanding of family car needs and can tackle key pain points. We hope our dear media colleagues can take the Lynk & Co 900 for a weekend with their families, not just for a test drive, but for a family outing, to experience a different holiday vibe. Lynk & Co has many young users, and we always hoped to connect with the growing older user base. This time with the 900, we achieved that, indicating growth for us.
Media: Is this product specifically developed for families with two children? Are there any stories behind its development? What was the initial idea behind the rotating seats? Can we rotate them while driving? Nowadays, many vehicles with a ‘9’ are being marketed, as manufacturers like to transform these large SUVs into family-oriented models. When compared to competitors, what is the most core term you use to define the Lynk & Co 900?
Mr. Kang: Each detail during the development process is fresh in my memory, and the product presentation is highly consistent with the initial product definition. We’ve been making rapid progress in market insights and product development: scissor doors, rotating seats, large screens, and integrated stamping—all these come with high costs but have received high praise. A colleague mentioned a word recently that deeply resonated with me: following common sense. Imagine a family using a car not only as transportation but also as a camping tool, an outdoor exploration tool, a necessary item of life—these are the scenarios we needed to develop. I don’t want to share too many touching stories; we conducted 80 surveys for the scissor doors. Such a big car definitely needs them because, without them, the trunk can’t open while reversing. From here, we extended many functions, like the ability to fish from the back seat. This process was arduous; scissor doors have many patents, including from Land Rover, which won’t be unlocked until 2030. We had to overcome these barriers, including technology, sealing, long slides, and smooth flooring. Our team includes two colleagues who are 1.8m and 1.9m tall, so the third row must have a flat floor, requiring extraordinary seats and long slides for easy installation of child seats. My previous car was a sedan, and installing child seats always made me perspire in summer, needing to open all four doors even in an SUV. Previously, seats couldn’t rotate; developing rotating seats involved overcoming challenges with the turntable’s reinforcement and the seatbelt collision. The turntable underwent many validation tests. I’ve been tracing back lately to find who suggested the rear door open at 90 degrees, deserving a 1000 yuan reward. I found the answer last night; it was from the user experience team. There are many stories here, like how to achieve spaciousness—not just by simply enlarging the car. The integrated double-door ring structure is beneficial for collision safety, most components have been reduced to squeeze out an additional 10mm of space on each side. It’s through such continuous exploration and small upgrades that we eventually present the final product. Yesterday, our team was very emotional at the launch event, pulling me aside for a drink, recalling the space-finding process. We were indeed teary-eyed—it’s all accomplished little by little. You asked about stories, and indeed there are many more. We’ve all been through decision-making and experiences together with Mr. Mu.Mr. Mu: When considering scenarios for families with two children, do both kids need child seats, and where should they be installed? Likely one in the second row and one in the third row. Think about placing a child seat in the third row of an SUV; how should it be positioned and installed? It’s straightforward in the 900; the second-row seats can swivel around and be easily adjusted, and the same goes for the third row, taking only a few minutes. Our research team, as part of a traditional automotive company, has extensively verified safety aspects, preventing finger pinching and ensuring the screen won’t hit the child’s face while reclining. It’s not just about preventing pinching; we’ve considered all potential collisions. This customization is designed for families with two kids, making it even more accommodating for one-child families. At our age, we have responsibilities above and below, taking care of both the elderly and the young. In such scenarios, should the parents sit in the third row with heated seats, massaging functionality, or independent space? Is it necessary, provided parents accompany the children? Do they need to adjust the second-row seat from the third? The marketing and research teams have had numerous discussions about various scenarios, and you’ll find many thoughtful details when using it. We discussed our ideas for over an hour and twenty minutes yesterday, yet many details remain.
Media: Regarding the development stories, with the SPA Evo architecture and its billions in research and development investment, there must be many stories. Could you share some with us? Lynk & Co 900 has mentioned the journey to globalization. Could you disclose your current overseas market plans, including how you’re prioritizing European and Southeast Asian markets?
Mr. Kang: There are many stories about the architecture development. For the SPA architecture, thanks to 09, it left a very positive impression on customers regarding driving control and safety. The main challenge our team faced with SPA Evo was resolving space issues, not merely broadening the front wheelbase or stretching the wheelbase, but ensuring both handling and spaciousness throughout the development process. Our team focused on the user experience, considering how to make the car better for families. If we didn’t do so, it wouldn’t meet flagship family vehicle standards, hence the constant architecture upgrades. This reflects our group’s dedication to user experience exploration and product development determinism, along with our decision-making processes. Such R&D investment couldn’t have been achieved under a different company framework or with a different decision-making style, focusing solely on costs or simple economic benefits. Each part and system has undergone extensive testing and validation, reflecting the significant spending involved.
Mr. Mu: Although there will definitely be considerations for going abroad in the future, we’re currently focusing on the domestic market. The domestic market is the most competitive. If we succeed here, going overseas won’t be an issue. During this Shanghai Auto Show, some foreign dealers strongly urged us to export the 900. We’re observing that global customer demands are similar; everyone wants vehicles that are large, comfortable, safe, excellent in handling, and high in smart features. For venturing abroad, there’s a compatibility issue with connectivity. Unlike frequent smartphone integration in domestic markets, where cars handle navigation, music, and apps directly through the car system, overseas markets require phone connectivity for such functions. Some Middle Eastern customers don’t mind, demanding parallel exports, which is an option. However, without a steady domestic supply, there’s nothing to export. Currently, we align production with customer orders, and dealers can’t withhold cars for parallel exporting. Only once the domestic supply chain is stabilized will we consider exporting. During this Shanghai Auto Show, we’ve encountered enormous demand; dealers are eager to receive the car, emphasizing their interest.> Media: Competitors have covered the family needs with several large and mid-large SUVs, such as the LI L6, 7, 8, 9 series. We are now launching the Lynk & Co 900, priced to cover the range of the LI L6, 7, 8, 9. Are you aiming to compete with multiple cars from competitors with just one vehicle, or are there similar products aside from the 900 and 09?
Mr. Mu: Regarding the 9 and 8 series in the market, whether there will be other products in the future depends on whether this product succeeds. I think LI didn’t release all their products so quickly at first; it was one car at a time. When one car becomes popular, they would replicate it. Moreover, when we create a new vehicle, we also consider whether a second vehicle would compete with the first one in the market. We’re observing the market and learning from good practices, understanding how others resolve these issues. We are also reflecting on using SPA Evo to develop other cars since we’ve established the base, making further developments easier. We’ve maximized what can be done with the 900, and it’s about how to combine features. If you ask us to make a 4-seater, no problem, a 5-seater, no problem either. We can adopt various configurations. The core matter is to see the market’s response to this car. The performance it achieves will determine subsequent commercial and development actions, but this requires waiting, maybe around six months for an internal decision.
Media: The Lynk & Co 900 has always emphasized equality issues and user experience. After the significant user experiences during the Labor Day period, will there be any special activities, and what kind of work will be done at the front end?
Mr. Mu: Front-end work requires your help in spreading the word and sharing your experiences. Before deep communication, even if you’ve tried the car briefly, you might not have fully appreciated it yet. I strongly recommend that when you test drive, bring your family or, if that’s not possible, friends. Mimic real-life user scenarios because this is what we observe happening. Within a weekend of use, you’ll generally understand why certain features exist, like the split tailgate, because we’ve found that things fall out without it due to kids’ excessive stuff, piling up in the trunk. We aim for the bottom to have a tray feature. Secondly, this car has three power-outlet ports — one at the front; one in the trunk; and one external— all plug-and-play. You can boil water in the car, enjoy tea while waiting for kids after class, dry their hair in the trunk after playing with water and mud, preventing one grain of sand from entering the car. Fathers may not mind as much, but wives definitely do not accept this; drying before entering is essential. Today, I’m discussing maintaining family harmony. If you accomplish this, your wife will be doubly pleased — cooking, camping, boiling water inside the car, and supplying power outside. Therefore, I urge you to spend at least a weekend with family and friends outdoors. We are likely to collaborate more with media figures KOLs and KOCs for in-depth experience-based scenarios. Without family involvement, this car’s capabilities cannot be fully appreciated. Recently, a media figure borrowed our car, went camping with family around Shanghai, returned, and shared feedback on pain points it solved. This is the real scenario I wish for all of you to experience with the Lynk & Co 900, bringing it into life and context. All designs focus on practical usability. Whether there’s a holiday or a family outing planned, the 900 meets it exceptionally well, and it’s crucial for users to recognize this during Labor Day.### Lynk & Co brand is very sincere
We fear no comparisons or tests. You can compare and test before buying. I just checked my phone, as the auto show is still ongoing. A lot of visitors are flocking to the Lynk & Co 900 booth. It’s likely that during the auto show and the May Day period, numerous users will want to test drive.
Kang: Lynk & Co 900 users have this car in mind. With prices announced yesterday, this Shanghai Auto Show is sure to be a hit.
Media: Regarding SKUs, the mid-range versions 1.5T Ultra and 2.0T Ultra focus on intelligence or performance. Especially the 1.5T Ultra in terms of intelligence hasn’t used the Thor chip found in the 2.0T. What are the considerations here, or can the 1.5T power version also be equipped with this chip?
Kang: Before answering this question, here’s a suggestion—we should increase test drives at the terminals. My wife mentioned someone couldn’t schedule a test drive in the store, which shows the high demand for test drives. Regarding the SKU, our goal is to minimize customer comparison and alleviate decision-making difficulties. Many features are standard, like the fragrance. Previously, lower trims didn’t have this, but now all do. We even discussed adding small tables behind the driver’s seat, massages in seat configurations—everything is included, fragrance, small tables, massages, heating—no anxiety. Choose the car based on your actual usage scenarios and budget. With market warming and familiarization, users can already judge the best model for them. Initial feedback shows fewer choices lead to better decisions, so hope customers can trust us blindly. Regardless of the model or configuration, we always deliver the best.
Mu: Our original definition for the two UItra versions is an intelligent cabin style. Focus on them, they mainly differ in battery size. H5 and H7 don’t differ much in driving assistance, though H7 offers a better experience from parking spot to parking spot.
Media: Besides faster acceleration and more comfortable chassis, how does the sporty brand identity continue? As an owner of the 02, I’m keen on performance. With the Exploration edition gaining attention, will there be additional variations? Also, does LYNK Flyme Auto have more to offer on the 900? Features like the crab mode are impressive, do the machine and tires have additional requirements?
Kang: The vehicle system development, style, animation, and Meizu connectivity all advance under the LYNK Flyme Auto framework. However, unique designs specific to the 900 are added, mainly in functionalities like dual large screen interaction and 4-zone speakers. For instance, 4 people can simultaneously watch their own iQiyi. This represents functional design, polished by the 900 cockpit team for delivery. As for parking and crab mode, the rear-wheel steering works like the front and doesn’t impact tires. The waltz-style U-turn used to require rear-wheel torque, now it’s managed by intermediate torque differences. Though this causes tire wear, protection mechanisms exist, with real-time torque monitoring and alerts on harsh surfaces. On smooth surfaces like marble or asphalt, no excessive tire wear occurs even with frequent use. In practical use, this is an emergency solution for extreme parking scenarios. Fear not for tire wear. We ensure durability and strength in motor steering validation. Discussing sportiness, rear-wheel steering on the 900 focuses not only on highway stability but also ease of parking. Unlike sports cars with tiny steering angles (±3° typically), ours is ±10°—totaling a 20° range for reduced turning in tight spaces. Dual motors help torque distribution, enhancing highway stability. In elk tests, we achieve 83.2km/h. Overall, dual motors and rear-wheel steering give rich low-speed scenarios like waltz turns and crab mode, besides great highway stability.Mr. Mu: For models 02 and 03, the focus is on drivability, while the 900 emphasizes stability. When you have family in the second and third rows, it’s definitely not a racing car. Preventing carsickness means controlling your right foot and maintaining a steady hand on the steering wheel for a better driving experience. The 900 is designed for family use, so you might need to make some sacrifices. While driving alone, you can enjoy the thrill, but with family, it’s better to be cautious with your speed and steering.
Media: The Lynk & Co 900 utilizes the Qianli Haohan driving assistance system. How does the experience differ compared to other Geely brands? Will there be any advantages in future development?
Mr. Kang: From an intelligent driving standpoint, Geely operates as a unified entity. The Qianli Haohan brand manages all technical solutions through centralized control, eliminating the worry of having outdated systems on a particular vehicle. This platform-based development enables consistent updates. Although timing for adaptation may vary across models, the overall experience will gradually align. Subsequent development will adhere to group quality standards. Regardless, our intelligent driving team is one of the busiest in the group. For instance, Mr. Bai (Chen Qi, Vice President of ZEEKR Technology Group) was testing the Qianli Haohan system in Shanghai prior to attending yesterday’s launch event. This system can be seen on ZEEKR models like the 7X and 001. Despite minor differences due to variations in body shape and size, the consistent algorithm provides a uniform experience. Differences, such as parking where small cars can fit more easily compared to larger cars, are understandable by customers. Although variations exist in vehicle size and powertrain, safety algorithms remain consistent across the board.
This article is a translation by AI of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.