China's Geely Automobile Holdings, which owns Volvo Cars, plans to launch a new global car brand later this week for a new range of products currently being developed jointly between Geely and Volvo, according to reports in China quoting group CEO Gui Shengyue.

The new brand, Lynk & Co, will be launched at an official event in Berlin on Thursday, according to the reports. Sales are scheduled to begin in the second half of 2017.

The first model is expected to be an SUV, with production to take place in China. It will share its platform with a Volvo model.

Lynk & Co, described as a mid-tier brand, is intended to help the group compete with both foreign and local brands in the Chinese market and well as helping accelerate its expansion into overseas markets.

The Volvo brand will focus on the premium end of the market.