Lynk & Co, a Chinese automaker under the Geely group, entered the European market with a unique business model centered on vehicle subscriptions rather than traditional sales. This approach aimed to offer customers flexible access to cars through branded "clubs" located in major city centers, where members could experience and pick up vehicles. However, the strategy did not meet the expectations of Geely, prompting Lynk & Co to gradually shift toward conventional sales methods and expand into new markets. On September 10, 2026, the company announced a strategic move: Volvo Cars will become the exclusive distributor of Lynk & Co in Europe starting January 2027. This decision aligns with broader efforts within the Geely group to streamline operations and enhance market presence, a process that had already begun in 2025. Lynk & Co's initial European strategy focused on creating a distinctive brand image through these "clubs," which also served as lounges for members. However, the brand later moved toward a more traditional distribution model, leveraging partnerships—especially with Volvo—to establish a broader sales network. This change allowed Lynk & Co to reach 140 sales points across 25 European countries by 2026. The shift reflects changing customer preferences, as buyers increasingly seek convenience, such as the ability to test, purchase, and maintain vehicles near their homes, rather than traveling to centralized showrooms in cities like Paris or Brussels. After-sales service is also a key factor, as maintaining Lynk & Co’s models requires access to authorized workshops, spare parts, and trained technicians—resources Volvo can provide through its established infrastructure. Despite these efforts, Lynk & Co’s performance in Europe has been mixed. The market is highly competitive, with many new entrants in recent years, making it difficult for any brand to stand out. Lynk & Co also faced challenges in expanding its vehicle range, which slowed its growth. However, as of July 31, 2026, the brand reported an overall increase in registrations, with 8,399 vehicles sold over seven months, compared to 5,444 in the same period in 2025. This growth is still significantly lower than that of Polestar, another Geely brand that has seen faster success in Europe. In France, the situation is particularly challenging, with only 132 vehicles registered in 2026—a sharp decline of 80% compared to the previous year. This highlights the uneven success of Lynk & Co across different European markets. The partnership with Volvo is expected to help Lynk & Co overcome some of its logistical challenges. By relying on Volvo’s well-established distribution network and service coverage, the brand can now offer greater territorial reach and customer accessibility. This move supports Lynk & Co’s ongoing shift toward retail sales and strengthens its position in a competitive market. While the brand still faces hurdles, especially in key markets like France, the collaboration with Volvo may provide the necessary support to achieve a more significant breakthrough in Europe.