Volvo signed New York Knicks’ Jeremy Lin to a global endorsement deal

Article by Christian Andrei, on March 23, 2012

Jeremy Lin will be the focus of a global ad campaign for Volvo Cars, which is owned by China's Zhejiang Geely Holding Group Co. Volvo Cars signed up Lin to this endorsement deal to raise sales at its growing automotive market in China. In a statement, Volvo said that Lin will aid in the marketing efforts of Volvo in several international markets.

He is also being tapped so that the brand will appeal to younger and performance-conscious customers. The parents of 23-year-old U.S.-born Lin are Taiwanese immigrant parents. The 6-foot-3-inch guard became famous almost overnight with the explosion of "Linsanity," which makes blogs in Mandarin and English.

His Twitter feed is being followed by over 664,000 followers. Volvo aims that by 2030, its worldwide sales will increase to 800,000 by 2020. In China, around 47,000 cars were sold last year. Last September in Germany, Volvo said that it is concentrating on social media and digital.

Monturo explained that the internet is the “the primary device in auto marketing." He also revealed that the teams may be focused on how to upgrade its user experiences in all its social presences. Lin said that that the idea but trans-creating around the world."Lin may fit with that strategy.

Ford Motor Co. had owned by Geely before Ford Motor Co. before it was bought in 2010 by Geely, is famous in the U.S. for safety and reliability, and its station wagons became a symbol of suburban affluence in the 1980s.

In the U.S., Volvo's sales increased by 214% last year to 67,240 units. U.S. deliveries grew 7% this year to 9,724 through February. Lin was playing for the Knicks late last year after having appeared in 29 games with Golden State. During the All-Star break, the 12 starts before the All-Star break, Lin averaged 22.5 points and 8.7 assists, and New York had a 9–3 record.

Topics: volvo

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