Samuel Wijk is an Experience Designer specializing in human-machine interaction, sound branding, and multimodal design. With a background spanning sales, leadership, and user experience, he brings a unique perspective on how technology, human behavior, and brand identity intersect.
As HMI Chief Designer at Lynk & Co, Samuel has played a key role in developing innovative in-car experiences, including sound design, UX/UI, and interactive feedback systems. He thrives on collaborative, cross-disciplinary problem-solving, ensuring that technology enhances—not replaces—human intuition.
Beyond his work in automotive UX, Samuel has also led initiatives in sports and social integration, using design thinking to foster engagement and inclusivity. His approach is grounded in user-first methodologies, balancing innovation, practicality, and emotional connection in every project.

Lynk & Co is an innovative mobility brand redefining car ownership through subscription, leasing, purchasing, and car sharing. Founded in 2016 and headquartered in Gothenburg, Sweden, the company blends cutting-edge technology, bold design, and sustainability to offer a seamless driving experience. In November 2024, Lynk & Co underwent a strategic restructuring, resulting in Zeekr acquiring a 51% majority stake in the company. This integration led to the formation of the Zeekr Auto Group, combining the strengths of both brands to enhance their global presence. With a strong foundation in Volvo-engineered safety and Compact Modular Architecture (CMA), Lynk & Co develops vehicles that prioritize connectivity, user experience, and smart mobility solutions. The company designs its vehicles in Sweden while collaborating with its parent company, Geely, for development and manufacturing in China, where it operates advanced production facilities. Lynk & Co currently offers 11 models, including plug-in hybrids and fully electric vehicles, catering to a diverse range of drivers. As of 2025, the brand has successfully expanded from seven to 22 European markets, strengthening its presence across the continent. In 2024, Lynk & Co achieved a 30% year-on-year sales increase, delivering 285,441 vehicles globally, underscoring the brand’s significant impact in shaping the future of modern mobility.