Lynk & Co

Lynk & Co isn’t about more cars. It’s about making fewer cars by revolutionising how they fit into our lives.

We started by changing how a car company can sound, look and behave, building a global brand from scratch, from the visual ID down to the wording on the warranty. Then we redefined the automotive retail experience. We’ve done away with dealerships. Now there’s just a smart, simple e-com platform supported by experience stores in key cities and roving pop-ups in 700 locations every year.

Choosing a car is now as easy as choosing a phone; subscribing to one is a matter of swipe-and-click. We designed a digital-first experience for Lynk & Co that lived up to its ground-breaking promise. All touchpoints were mapped across each user journey within the total lifecycle of the CX. It was clear that the App would be the key to unlocking not just the sales experience but also the servicing, sharing, maintenance, driving, membership and onboarding journeys. The customer application would be the key to the 360-brand experience once a customer had signed up. We built 2 interaction styles across the CX ecosystem - one for non-
members and a second, elevated experience to app-enabled customers.

We also looked in-depth at how we could trigger peer-to-peer interactions to drive and reward advocacy. Designing concurrently across many touchpoints in multiple languages meant that we quickly realised the benefits of a common iconography set was needed.

The UX set a new benchmark. We transformed how cars were ordered. From 5 million possibilities, to 7 simple choices. We also created a system to share your car by distributing digital keys to family members or trusted friends. Our audience didn’t look twice at traditional media. Social was their playground. From comms to community, lifestyle to loyalty – everything was designed for sharing. Everything felt seamless and connected, from social channels, to .com, from in-store to in-car. We behaved like a lifestyle brand.