Jeremy Lin to serve as Volvo brand ambassador in U.S. and China
March 21, 2012
Volvo Cars recently signed rising NBA star Jeremy Lin as its new spokesperson for the American and Chinese markets. The Swedish automaker is treated as a foreign company in China, even though it is owned by Chinese carmaker Geely. This means the automaker gets no help from Chinese officials, who use locally-branded fleets - a $15 billion market, according to Reuters.
To help expand their brand in China, Volvo brought Taiwan-American Jeremy Lin in as a brand ambassador for the nation, along with America - the two largest car markets in the world. This American athlete has Chinese roots, and Volvo Car China chairman Freeman Shen told the news source Lin is the pride of the nation.
"Growing up, I never had the super luxurious cars or watches or whatever it may be," Lin explained to Bloomberg. "Being able to find a car company that has high quality but is also affordable and relatable was very important to me."
Volvo hopes to double car sales in China by 2020 to 800,000 vehicles, and Lin's endorsement is expected to help fuel sales.
Those who want to find out more about Lin's work with Volvo can makes calls to China to ask their friends about the latest advertisements and other promotions surrounding the NBA star.