Chinese automaker Geely is launching a new brand, and America is in its crosshairs

[Titan ;x]

Volvo's parent company, Geely of China, bought the Swedish automaker six years ago from Ford and has spent around a billion dollars on Volvo to get it into fighting shape. One of the big things to come out of Volvo's turnaround was its new compact modular architecture, or CMA, which will be repurposed with Geely's new brand -- Lynk & Co. 

According to Automotive News and the Lynk & Co. website, the new brand will launch Oct. 20. While the website makes the new automaker look like an Urban Outfitters or Crate & Barrel competitor, it's supposed to be a mid-market Chinese domestic aimed at fighting successful American imports like Buick.

Lynk & Co. is rumored to be launching with a sedan and an SUV, both of which will use Volvo’s CMA as their bones. With Lynk & Co. targeting the mid-market, Geely the brand competing with Chinese entry-level autos and Volvo fighting against premium nameplates, the Chinese automaker is trying to capitalize on every aspect of the market.

Despite Geely giving every chance for Lynk & Co. to succeed, with China’s slowing car sales, this multi-million dollar push could become the modern Edsel. We won’t know for sure until cars start rolling out, but a slowing economy rarely spells success for a new car brand.