We talked about this last week, and now Volvo has announced that it has penned a global brand endorsement deal with Chinese-American NBA star, Jeremy Lin Shu-How. The New York Knicks point guard will be used to promote the brand’s cause in China, USA and Chinese-language markets in Asia.
According to the agreement, over the next two years, Lin will participate in Volvo Cars corporate and marketing activities in his capacity as brand ambassador. He will also appear in Volvo’s ads, of course.
“For our region, Jeremy Lin is the pride of the whole Chinese population, and we are excited to work with him. We believe Jeremy Lin’s character, intelligence, perseverance, and pursuit of excellence are perfectly in tune with Volvo car owners’ characteristics of appreciating smart understated luxury with a human touch,” said Richard Monturo, VP of Marketing at Volvo Cars.
“Growing up, I never had the super luxurious cars or watches or whatever it may be. Being able to find a car company that has high quality but is also affordable and relatable was very important to me,” said 23-year-old Harvard graduate Lin, who added that he doesn’t currently own a car in New York. Now, he will have a range to pick from!
The Swedish brand, now owned by Chinese carmaker Geely, sold 449,255 cars last year in China, and wants to double sales to 800,000 vehicles by 2020. Like many luxury brands, China is Volvo’s fastest growing market.
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Rear styling looks futuristic but the detailing are somewhat overly decorated.
Rear lights look like a peugeot?