Lynk & Co is an automotive brand owned by China-based Zhejiang Geely Holding Group. Founded in 2016, which is unveiled by Geely auto company and Volvo and is “born digital”. It focuses on internet connectivity in certain markets, targeting on the young professional demographic.
According to Alain Visser (2016), Lynk & Co’s senior vice president of marketing and sales,
Lynk & Co will be the first brand to offer its owners the possibility to share their cars when they
are not used, they are starting from cities with a high penetration of shared-economy services.
The service design for Lynk & Co is under the circumstance of near future 2020, when there would be a considerable number of Lynk & Co cars sold.
The service contributes to the “sharing economy” mind among the people and galvanize as many youngsters as possible to show their characteristic and share their experience.
According to the analysis of car sharing market phenomena, brand images and target costumers’ needs, service would be designed to comprise basic service of P2P (peer to peer) car sharing, adding customized driving setting, which thanks to the digital network from Lynk & Co; and the local guide experience from owners of Lynk & Co cars that matching various customers’ interests. Last but not least, “Lynk & Co” service offers exciting events with other stakeholders for the car users to be “cool”, boosting communication and sharing experience in different aspects. All of them contribute to how the service works taking advantage of Lynk & Co resources and standing on the future perspective.
The following map represents what “Lynk & Co” service will offer.
Renting experience enables car owners to share their cars when they are available.
For example, a car owner is going to work from 9.30 a.m. to 18.00 p.m., conventionally he is going to park the car during this period. Now, with our service, the owner could share his car through the APP, labelling his car availability at a certain location. In this way, people who needs a car, especially a Lynk & co fan, being familiar with its driving system, is likely to rent it with a competing price during the availability.
In addition to the conventional peer to peer car-sharing experience, we also make sure the users can:
- Get access to the car through a digital key;
- Customize the adjusting according to his/her own preferences (based on the digital hmi system embedded);
- Communicate with the borrower on the APP to decide when and where to return;
- Rate the experience and obtain credits as well as bonus banded with other platforms (activities/restaurants etc.);
- Report and call for maintaining service (supported by the company).
The experience provides not only a car, but also the owner's passion and expertise. The car owner will design a route based on his interests and guide the traveller who matches his interests.
For example, Xi is an architecture student, he's fascinated about classical architectures and stories in Vienna. Before he arrives Vienna, he finds that the Viennese Andrei on the Lynk & Co is a professor of architecture, and is passionate about sharing his knowledge to the visitors who is interested. Thus, their interests and knowledge are a perfect match. After Xi arrives Vienna, he meets Andrei and enjoys his architecture tour with local guidance and stories. They are probably to become friends during the experience.
Besides renting and experience, Lynk & Co also provides opportunities and bonus to let its members enjoy other events. The aim is to stimulate conversion into membership.
In this section, all of the members of Lynk & Co, including owners and borrowers, are provided options of related activities liked by youngsters, for example, Shanghai Fashion Week, to enter with bonus.
Events broaden the community of Lynk & Co, and convey the idea of internet connectivity to potential users.
On our digital platform (the app and the website), the three sections are named as "Cars", "Paths" and "Events" corresponding to the renting, experience and events.
In the "Cars" section, the car's condition, the owner's profile, reviews and the location will present on the page, meanwhile, users can save the car by click the "like" button on the upper right corner. Once you decide to try this car, check availabilities and contact the owner by click the buttons at the bottom.
Unlock the car by tap on the screen; data transmits via bluetooth.
The "Paths" page and "Events" pages are going to present detail information respectively. Users can book or contact on these pages.