Lynk & Co is a Chinese automobile brand belonging to Geely Group, which has just officially introduced the C-size SUV 01 Hyper in Vietnam. The announced price of 999 million VND immediately puts this model in direct competition with Mazda CX-5, Hyundai Tucson, ... names that have affirmed their position in the segment in Vietnam.
New product but not lacking in highlights
The 01 Hyper is developed on the CMA platform shared with the Volvo XC40, which Lynk & Co considers a technical “guarantee” for the product. The car’s exterior has a youthful, distinctive style, with separate LED positioning lights, a dark grille and strong lines. The interior is modern with a large central screen, digital clock cluster, high-quality finishing materials and many driving assistance technologies.
The 2.0L turbocharged engine, over 200 horsepower, automatic transmission and optional four-wheel drive give the 01 Hyper superior specifications compared to many standard versions of the CX-5 or Tucson. It can be seen that Lynk & Co wants to position the product in the high-end C-size SUV group, combining technology and performance at a lower price than European luxury cars.
The fierce competition of the C-size SUV segment
In Vietnam, C-class SUV/Crossover is one of the most competitive segments and has a very high consumption in the automobile market. This is a product group that combines moderate size, high versatility and a price that is affordable for many young families in urban areas.
Over the years, Mazda CX-5 and Hyundai Tucson have often taken turns leading the sales, followed by Honda CR-V, Kia Sportage, etc. Each model has its own strengths, for example: Mazda CX-5 scores points thanks to its trendy design language, balanced driving feel, Japanese brand famous for its durability, and a nationwide network of dealers and service workshops. Hyundai Tucson attracts young customers with its modern appearance, many driving assistance technologies, rich amenities and competitive prices. Honda CR-V maintains a loyal customer base thanks to its reputation for durability, spacious space and good value retention in the used car market.
The common point of the models in this segment is that they have built up brand coverage, trust and stable after-sales service. Buyers in any province or city can easily find genuine dealers, spare parts and well-trained technicians. Therefore, to maintain their position, even leading brands must regularly reduce prices, upgrade equipment and launch new versions to protect market share from increasing competitive pressure.
Brand barriers and buyer psychology
The biggest challenge for the Lynk & Co 01 Hyper is not in the specifications or equipment, but in how the market accepts a completely new brand. Despite having a common technical platform with Volvo, a factor that the company hopes will create attraction, Lynk & Co currently has no brand and reliability in Vietnam.
In the price range of nearly 1 billion VND, most buyers choose Japanese or Korean brands because they believe in mechanical durability, the ability to retain value in the used car market, and stable operating costs. These are factors that have been built over many years, through the practical experiences of tens of thousands of customers.
A Chinese car in this segment will need time and a long-term strategy to overcome prejudice. Consumers will not only care about first impressions, but also expect clear answers about performance after a few years of use, durability of components, availability of spare parts and the level of after-sales service nationwide. This trust can only be reinforced when the product proves its stability and the company shows its commitment to accompany customers for a long time, instead of focusing only on the initial sales stage.
High selling price is a double-edged sword that makes 01 Hper face difficulties!
The price of 999 million VND puts Lynk & Co 01 Hyper in the same "table" as Japanese and Korean competitors that have a solid position in the Vietnamese market. In terms of product, this is a price that reflects what 01 Hyper brings: different design, technical platform shared with Volvo, powerful engine and many superior technologies compared to the standard versions of Mazda CX-5 or Hyundai Tucson.
However, from a market perspective, this is a risky move. When prices are equal, customers will compare not only equipment, but also brand, service network, ability to retain value and peace of mind when using for a long time. In these criteria, Japanese and Korean competitors still have the advantage.
If Lynk & Co had chosen a significantly lower pricing strategy, it could have easily reached a younger, tech-savvy audience that wasn’t afraid to try out a new brand at a reasonable cost. But by pricing close to established names, the 01 Hyper would have had to prove that it was not only “more equipped” but also had enough reliability, usability, and after-sales service to be a worthy investment in the long term. This was no small challenge for a newcomer in this fiercely competitive segment.
What opportunities and directions are there for the Lynk & Co and 01 Hyper brands?
Despite facing many barriers, Lynk & Co 01 Hyper still has room to exploit, especially among young customers who love technology, value difference and are less influenced by brand prejudice. This is a group of users who are willing to try new products if they feel the value is superior to the price paid.
To create a competitive advantage, Lynk & Co can apply strong commitment policies such as: long-term warranty of 7-10 years to affirm trust in quality, free maintenance package for the first few years to reduce usage costs, or implement a car buyback program at an attractive price to ensure resale value. In addition, allowing customers to take a long test drive will help them experience reality, thereby gradually eliminating the hesitation towards a new brand.
However, these strategies only really work if they are maintained consistently over many years. The Vietnamese automobile market has seen many new brands appear with great fanfare and then quickly fade away due to the failure to maintain the quality of their services and products. With 01 Hyper, Lynk & Co needs to prove that it not only offers a car with many features, but also a trustworthy brand that will accompany customers for a long time.
Source: https://khoahocdoisong.vn/lynk-co-01-hyper-gia-999-trieu-co-du-suc-dau-cx-5-va-tucson-post2149046386.html
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