Lynk & Co Drives Into UAE with Bold, Festival-Like Launch at Dubai Autodrome

Lynk & Co has made its grand entrance into the UAE, but not in the usual way brands tend to do it. Instead of the typical showroom reveal and ribbon‑cutting, the company went all in at the Dubai Autodrome with an experience that felt more like a lifestyle festival wrapped inside a high‑octane track day. I’ve seen plenty of launches across the region through my work with Arageek, and honestly, this one wasn’t a bit of a faff – it was spot on for a brand trying to prove it’s “more than a car.”

Founded in 2016, Lynk & Co has always positioned itself as a global new premium brand, drawing heavily on European design and a mindset that puts community and connectivity at the forefront. It speaks to people who care as much about how a car fits into their daily life as they do about horsepower. I reckon this approach resonates particularly well in cities like Dubai, where drivers are tech‑savvy and crave something that reflects their lifestyle, not just their commute.

The launch event leaned fully into that identity. Guests were invited to test the cars on a real racing circuit, pushing them under proper track conditions rather than gently cruising around a parking lot – and believe it or not, that small shift made all the difference. The appearance of Yann Ehrlacher, the multiple‑time World Touring Car Champion, alongside two other Lynk & Co Cyan Racing champions, gave the day a proper motorsport edge. Their demonstrations of the 03+ model were a reminder that this brand isn’t just about sleek interiors and apps; it carries genuine racing DNA.

Off the track, the Autodrome was transformed with lifestyle zones and storytelling corners that fleshed out the brand philosophy. Simon Lamarre and Ola Ingvarsson from the brand’s European Design Centre walked attendees through the creative vision, explaining how Lynk & Co blends European minimalism with Eastern design principles to produce cars that feel intuitive and personal. One detail that stuck with me was their focus on tactile interior elements — tiny things, but the sort drivers notice every single day.

The full UAE line‑up was on display too, ranging from the 01 SUV to the sportier 03 and the larger 09. Each one carried the same design language: expressive exteriors, connected tech, and a balance between comfort and performance. And then came the surprise reveal — a first look at the Lynk & Co 900, the brand’s upcoming flagship SUV. Engineered specifically with harsh Middle Eastern climates in mind, it features improved thermal management and cooling efficiency. It’s not officially launched yet, but the preview definitely suggested that Lynk & Co is planning to take regional expectations seriously, not just copy‑paste global models.

The UAE expansion marks a key step in the brand’s global push. With more than 1.65 million vehicles delivered worldwide as of November, Lynk & Co has already built momentum in Europe and Asia, and the Middle East feels like the natural next chapter. The company is backed by Geely Holding, with Volvo also part of its foundation, which gives it a strong technological and manufacturing backbone. On the flip side, breaking into the UAE’s crowded premium market won’t be a walk in the park, but Lynk & Co seems unfazed.

Distribution in the UAE comes through Galadari Brothers, a name most people in the region will recognise with a history stretching over six decades and partnerships with major international brands. Their involvement suggests Lynk & Co aims for long‑term presence rather than a quick market test.

As someone who spends a lot of time speaking with founders and young entrepreneurs around the region, I’ve noticed that people increasingly prioritise brands that fit into a lifestyle rather than just selling a product. That’s why this particular launch caught my attention… well, I mean, it felt crafted for that next‑gen audience. And if Lynk & Co manages to keep this experience‑first approach while adapting to UAE drivers’ expectations, they might find themselves chuffed to bits with the results.

For now, the brand has made a loud, dynamic debut — and it looks ready to reshape what “premium mobility” might mean in the Gulf.

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