As Vietnam's automotive sector advances towards electrification, emerging premium brands are adopting distinct strategies to establish their market position.

Lynk & Co - a comparatively new brand under the Geely Group - has chosen a differentiated approach to the premium segment, particularly amid the shift towards electric and hybrid vehicles.

Present in Vietnam for just over a year, the brand currently offers six models, with the latest being the Lynk & Co 08, introduced on 24th October 2025. Its line-up spans multiple vehicle categories.

In a recent discussion, Mr. Chen Yu (Mars Chen), Vice President of Zeekr Group and CEO of Zeekr Group International - which holds a 51% stake in Lynk & Co - outlined the brand's development plans, its strategy for the Vietnamese market, and its direction for the new-energy vehicle stage.

Defining premium

Q: Lynk & Co positions itself as a premium brand. What gives the company confidence in this positioning?

Chen Yu: "Lynk & Co is a young brand - nine years old. From the outset, the company has applied a specific design language and targeted the premium segment globally.

"From the first model, the Lynk & Co 01, to the latest - the Lynk & Co 900 - the brand has maintained a recognisable design approach. That is the first pillar: design.

"The second is performance. Lynk & Co vehicles are engineered to optimise driving dynamics, particularly with hybrid powertrain technologies. The vehicles feature a system called EM-P, designed to balance petrol engine output and electric motor efficiency.

"This technology enables long range and high performance. Performance is a core part of Lynk & Co's product strategy.

"The third pillar is safety. The company holds the view that 'safety is the ultimate luxury'. With an engineering background influenced by post-war automotive development, the brand prioritises the safety of drivers and passengers.

"In the new-energy era, this safety approach is being extended through updates to vehicle architectures and platforms.

"In summary, Lynk & Co's 'New Premium' positioning is based on design, performance, and safety."

EM-P

Q: Could you explain in more detail what EM-P is?

Chen Yu: "The move toward full electrification is ongoing, but the transition will take time. Many customers still prefer a flexible solution. In Vietnam, for example, several automakers have promoted battery-electric cars, yet some consumers remain cautious. For such customers, EM-P is presented as a middle-ground option.

"To illustrate, coffee originally existed in one form, but new options emerged over time. EM-P is intended to offer similar variety in the automotive space and represents the brand's hybrid approach.

"For example, the Lynk & Co 08 does not have petrol-only or pure-electric versions - only a dedicated hybrid. Its structure and design were developed specifically for this configuration rather than adapted later.

"This approach provides benefits in performance, engineering, and efficiency. EM-P is a central technology for the 08."

Bringing EM-P to Vietnam

Q: How will Vietnamese customers appreciate this technology?

Chen Yu: "The most effective way is through direct experience.

"Early next year, the company will introduce the Lynk & Co 900 in Vietnam, also equipped with the EM-P system.

"Media and customers will be invited to test the technology to assess factors such as cabin noise levels during operation, acceleration, and performance when the battery charge is low.

"Characteristics to be evaluated include fuel efficiency, cabin space, and digital connectivity."

Pricing philosophy

Q: Vietnamese customers often consider price first. How will Lynk & Co address this?

Chen Yu: "Lynk & Co has been in Vietnam for more than a year and has over 1,000 customers.

"The company's pricing approach is to set a price and maintain it.

"Unlike some brands that price higher initially and later discount, Lynk & Co does not use this method. The company does not pursue price competition. Instead, the focus is on providing the technology at a set cost and maintaining customer trust.

"Target customers are those who assess value beyond the price. For this reason, pricing will be positioned to align with this approach.

"More than 100 customers have already pre-ordered the Lynk & Co 08. Most are younger working professionals with an interest in technology, and many have owned European vehicles or used the brand's products abroad."

Competing with established European brands

Q: Who do you see as your main competitors?

Chen Yu: "The main competitors are traditional German luxury brands. A portion of Lynk & Co customers prefer a European-style driving characteristic, and these customers may otherwise consider Western premium brands."

Q: So, you're not directly targeting traditional D-segment models?

Chen Yu: "Correct. Customers generally fall into two groups:

- Existing European luxury vehicle owners who are open to trying alternatives.
- Mainstream users looking to move to a different segment.

"Our aim is to attract customers seeking new options."

Long-term commitment to Vietnam

Q: Some Vietnamese customers worry that Chinese brands might withdraw from the market eventually. How do you respond?

Chen Yu: "Lynk & Co has been in Vietnam for over a year. Although this is a short period in the automotive sector, the company has established operations in Europe, the Middle East, Asia, and Latin America, and will expand into right-hand-drive markets.

"This global presence supports a long-term approach to Vietnam.

"The company is also assessing local production opportunities as part of long-term development plans. The Lynk & Co 08 and Lynk & Co 900 will both be available in Vietnam.

"At present, all vehicles are imported (CBU). However, a domestic assembly plan has begun and is under development."

Looking Ahead: technology as the defining factor

Q: How will Lynk & Co shape the premium segment in Vietnam moving forward?

Chen Yu: "The focus will be on technology.

"Although the brand's history is shorter than that of European automotive companies, it is concentrating on technological development.

"As the global industry shifts toward electrification, automation, and digitalisation, Vietnamese consumers are showing interest in vehicles with advanced connectivity and electronic systems. Lynk & Co aims to address this through development in powertrains, in-car technology, and driver-assistance systems.

"The objective is to redefine premium positioning in Vietnam through technology and customer engagement.

"The company is also adjusting its brand approach through the 'Co: Club' model, which encourages regular interaction with customers and incorporates their feedback.

"In previous decades, premium vehicles were associated with engine specifications such as V8 or V10 units. Current definitions increasingly focus on computing capacity, battery technology, and connectivity.

"According to computing trends, processing capability increases approximately every 14-16 months. This pace of development is influencing automotive technology. After almost 20 years in the technology sector, my view is that this transition has already begun. Adapting to this change and addressing customer requirements will be key."