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Geely plans new brand to reach North America

New SUV would reportedly use Volvo’s new Complex Modular Architecture

Geely SUV

The buzz in the auto media these days is that Chinese maker Geely is getting ready to launch a new brand, which will reportedly use Volvo’s new Complex Modular Architecture, and is reportedly destined for the North American market.

First reported on by Reuters in the spring, the new brand will reportedly be called Lynk & Co and launch in Germany Oct. 20, according to the brand’s website lynkco.com (which right now does nothing except display a stylized interactive 24-hour clock, with lifestyle gif images).

Although not yet confirmed by Geely Automobiles, the new brand will reportedly slot into the marketplace between the Geely brand (competing at the entry-level domestic end of the market), and Volvo (at the top end international luxury end of the market). It will compete against the mix of domestic and international brands in the middle market — built by companies such as GM and SAIC. Geely acquired Volvo in 2010.

A source from China Euro Vehicle Technology (CEVT), which is reportedly involved with Volvo in developing the platform for Geely’s new brand, is quoted in several news sites as stating that “CEVT is indeed the company behind this website and its no secret that it is developing the CMA platform for Geely Auto.”

However, the spokesman, Stefan Lundin, did not elaborate on the nature of the Lynk & Co. venture.

Geely has done better than most in China’s slowing auto market, but launching a new brand is still an expensive venture, especially given that China’s marketplace is already proliferated with dozens of companies, each already making several brands.

Reuters reported the brand’s first offering would be a compact SUV, which aligns with the reported plans for distribution in Europe and North America, and would likely be followed by a sedan (presumably for the latter launches, seeing as many Western brands are launched with multiple vehicles).

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