Event Background
On April 19, 2021, the 19th Shanghai International Automobile Industry Exhibition (Shanghai Auto Show) opened at the National Exhibition and Convention Center (Shanghai). As a major event in the global automotive industry, this year's show attracted numerous domestic and international brands. Lynk & Co appeared in Hall 5.1 and launched the all-new Lynk & Co 09 based on the SPA architecture, while also showcasing the Lynk & Co 02 Hatchback, Lynk & Co 05, and other new models. Chen Siying, Deputy General Manager of Lynk & Co Automotive Sales Co., Ltd., gave an exclusive interview, sharing the brand's development history and future plans.
Key Information
Since the launch of its first model, the Lynk & Co 01, in 2017, Lynk & Co has accumulated 500,000 users, becoming one of the youngest and trendiest user groups among Chinese auto brands. At this year's show, the Lynk & Co booth was themed "Urban Playground," incorporating elements of anime culture and cross-border collaborations to create an immersive brand experience. The central area of the booth was open to users, serving as an interactive community. The Lynk & Co 09, as the brand's flagship model, offers multiple powertrain options including gasoline, hybrid, and plug-in hybrid, catering to family users. Additionally, the Lynk & Co 02 Hatchback, as the first two-door performance car from a Chinese brand, forms a sporty sedan duo with the Lynk & Co 03+, further enriching the product lineup.
Related Services
Towin Expo, as a professional exhibition design and construction service provider, offered end-to-end services for Lynk & Co's booth at the Shanghai Auto Show, from design to construction. The booth, centered on the "Urban Playground" concept, featured an open layout, multimedia interactive installations, and brand elements to highlight Lynk & Co's youthful and trendy brand identity. Towin Expo focused on detail and quality during construction, ensuring a stable structure and striking visual effects, while efficiently completing on-site delivery to guarantee a smooth exhibition. Additionally, Towin Expo assisted Lynk & Co in brand display planning, including vehicle placement and interactive area setup, to enhance visitor engagement.
Industry Insights
As a top-tier domestic auto exhibition, the Shanghai Auto Show is not only a platform for new car launches but also a venue for deep interaction between brands and users. Lynk & Co's "Urban Playground" booth design broke away from the traditional static display model, transforming the booth into a user community, reflecting the trend of automotive brands shifting toward experiential marketing. This innovative booth design requires exhibition service providers to have cross-disciplinary integration capabilities, merging spatial design, digital technology, and brand culture. Towin Expo has accumulated extensive experience in exhibition design, enabling it to tailor booth solutions based on brand characteristics, helping brands stand out at exhibitions.
Summary
At the 2021 Shanghai Auto Show, Lynk & Co showcased its youthful and global brand strategy through an innovative booth design and multiple new models. Towin Expo provided professional booth construction and brand display services, helping Lynk & Co successfully convey its brand spirit at the exhibition. As competition in the automotive industry intensifies, exhibition marketing is becoming a key touchpoint for brand-user communication, and the expertise of exhibition service providers directly impacts brand display effectiveness.