Steve Jobs regularly described Apple products as “insanely great”. Now it sounds like Volvo might try “Linsanely great” for its sales effort in China. On Monday, Volvo announced that the New York Knicks basketball sensation Jeremy Lin had signed on as brand ambassador. The Swedish-built but Chinese-owned car firm sees Lin as a great fit. As described in WiC139, he’s become hugely popular in China where Volvo’s owner Geely hopes to ramp up sales. The chairman of Volvo’s China operations, Freemen Shen told the Wall Street Journal that “Lin is the pride of the whole Chinese population” and that Volvo saw him as part of the carmaker’s “brand rejuvenation”.
The Harvard graduate says of his new endorsement deal: “You may not immediately see the connection between me and Volvo. But both of us are striving to be better and smarter at what we do and to do it our own way.”
How much Lin will earn from the deal was not disclosed.
© ChinTell Ltd. All rights reserved.
Sponsored by HSBC.
The Week in China website and the weekly magazine publications are owned and maintained by ChinTell Limited, Hong Kong. Neither HSBC nor any member of the HSBC group of companies ("HSBC") endorses the contents and/or is involved in selecting, creating or editing the contents of the Week in China website or the Week in China magazine. The views expressed in these publications are solely the views of ChinTell Limited and do not necessarily reflect the views or investment ideas of HSBC. No responsibility will therefore be assumed by HSBC for the contents of these publications or for the errors or omissions therein.