News DeskDubai, UAE – Global premium automotive brand Lynk & Co has officially entered the UAE market, marking its debut with an unconventional, large-scale lifestyle and performance experience at the Dubai Autodrome rather than a traditional showroom launch.
The event reflected the brand’s positioning as a new-generation automotive company focused on experience, design and community, blending motorsport action with curated lifestyle spaces and hands-on test drives on a professional racing circuit.
Founded in 2016, Lynk & Co is a global premium brand rooted in European design and advanced technology, with a philosophy described as “Born Global, Open and Connected.” The company has established a strong presence across Europe and Asia, and its arrival in the UAE represents a strategic expansion into the Middle East, one of the world’s fastest-growing automotive markets.
Targeting urban, design-conscious and digitally connected customers, Lynk & Co positions itself as more than a car brand, aiming to deliver a new ownership experience that combines performance, sustainability and lifestyle-led mobility.
Performance-driven launch
At the Dubai Autodrome, guests were invited to experience Lynk & Co vehicles on track, transforming the launch into a high-energy, performance-focused event. A key highlight was the participation of Yann Ehrlacher, Lynk & Co Cyan Racing driver and multiple-time World Touring Car Champion, alongside two fellow racing champions. The drivers showcased the performance credentials and motorsport DNA of the Lynk & Co 03+, underlining the brand’s racing heritage.
The event combined live track demonstrations with immersive brand storytelling, reinforcing Lynk & Co’s emphasis on being personal, open and connected, with a strong focus on community and shared experiences.
Design-led philosophy
Senior designers from the Lynk & Co European Design Center also addressed guests during the launch. Simon Lamarre, Head of Brand Experience Design, and Ola Ingvarsson, Chief Designer Brand, outlined the company’s design philosophy, which blends bold European styling with functional simplicity and Eastern design principles.
They highlighted how Lynk & Co adapts its global design language to suit regional markets such as the UAE, focusing on intuitive interiors, material innovation and user-centric ergonomics. According to the designers, the brand views design as an integral part of everyday life, not just an aesthetic statement, with equal emphasis on performance, safety, technology and quality.
Product range on display
The UAE launch showcased a wide range of Lynk & Co models, including the 01, 03, 03+, 05, 06 and 09, demonstrating the brand’s breadth across performance, comfort and daily usability. Each model reflects Lynk & Co’s core DNA of expressive design combined with advanced safety and connectivity features, supporting its positioning as a “new premium” brand.
Exclusive preview of flagship SUV
A standout moment of the event was the exclusive preview of the Lynk & Co 900, the brand’s upcoming full-size flagship SUV. Revealed behind a velvet curtain, the 900 has been engineered with Middle East conditions in mind, featuring enhanced thermal management and improved air-conditioning performance to cope with extreme heat.
Although not yet officially launched, the Lynk & Co 900 offered a glimpse into the brand’s future direction, combining luxury, innovation and lifestyle integration.
A new approach to premium mobility
With its UAE debut, Lynk & Co aims to introduce a fresh take on premium mobility, bringing together performance, design and lifestyle in a single brand experience. The company says its focus extends beyond vehicles to how customers interact with cars, brands and communities, aligned with its global vision of “Changing Mobility Forever.”
As Lynk & Co begins its journey in the UAE, the brand has made clear that it intends not just to enter the market, but to challenge conventional ideas of what a premium automotive brand can be.
