Earlier reports have proven true. Volvo has officially signed Jeremy Lin to a global endorsement deal, and the New York Knicks point guard will serve as the new Volvo brand ambassador worldwide. Lin will also participate in the company's marketing activities for the next two years. Lin, who holds a degree from Harvard, has risen to international stardom in only his second year in the NBA. Volvo says the athlete's character, intelligence and perseverance all dovetail with the brand's ethos. The Swedish automaker didn't disclose the terms of the agreement.

According to Automotive News, Volvo aims to increase the company's global sales to 800,000 units by 2020, with much of that increase aimed at the Chinese market. Last year, the company sold around 47,000 vehicles in China. Given Lin's popularity in the People's Republic, the point guard's endorsement should be a boon for Volvo. He also has a staggering 664,000 Twitter followers, which jibes nicely with the automaker's renewed focus on social media as a marketing tool. Click past the break for the full press release.

*UPDATE: New York Post video of the press conference (including what Volvo model Lin says he sees himself as) added after the jump.


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Rising NBA Star Jeremy Lin Joins Volvo Car Corporation Family

The Scandinavian luxury car manufacturer, Volvo Car Corporation, announced today that it has signed Chinese-American NBA (National Basketball Association) star, Jeremy Shu-How Lin, to a global brand endorsement contract, with focus on China, the United States, and Chinese-language markets in Asia.

According to the cooperation agreement, over the next two years Jeremy Lin will participate in Volvo Car Corporation's corporate and marketing activities in his capacity as Volvo Car Corporation Brand Ambassador. He will also appear in Volvo Car Corporation advertising in these markets.

"Volvo Car Corporation's choice of Jeremy Lin as the company ambassador derives from our shared ethos of passion, dynamism and progressiveness," said Freeman Shen, President of Volvo Cars China at the press conference.

"This is a significant moment in the history of Volvo Car Corporation's brand rejuvenation, showcasing the new Volvo brand strategy Designed Around You with sportsmanship and intelligence. In this new era, Volvo Car Corporation has set a vision of being the world's most progressive and human luxury car brand, and we are determined to win the future. 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," added Richard Monturo, Vice President of Marketing, Volvo Car Corporation, elaborating on the brand associations.

Jeremy Lin, the only NBA star with a Harvard degree, told the press conference, "It's a great honor for me to be appointed as Volvo Car Corporation Brand Ambassador today. You may not immediately see the connection between me and Volvo Car Corporation, but both of us are striving to be better and smarter at what we do, and to do it our own way. I hope that my efforts will inspire more young people to follow their ambitions in sports and education, just like Volvo Car Corporation is designing cars around people's ambitions in life."

Volvo Car Corporation has organically integrated sports into its corporate and brand culture, with its joint sponsorship of the Volvo Ocean Race, and participation in winter sports, golf, and other sporting events. The Jeremy Lin endorsement is another milestone of Volvo Car Corporation's revival, and will duly help the company further enhance its brand image and business performance globally, especially in the strategically important markets of China and the United States.


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    • 1 Second Ago
  • 29 Comments
      brgtlm
      • 2 Years Ago
      At least he won't have to ever drive a Buick Rendevous like some other well known athlete.
      rmkensington
      • 2 Years Ago
      Twilight wasnt working out????
      Skicat
      • 2 Years Ago
      Actually makes sense. The only NBA player I can really picture driving a Volvo.
        ZOZ
        • 2 Years Ago
        @Skicat
        Huh, do you remember that stupid ad with Koby in that ugly golf cart with a stupid/smart whatever nameplate?
      AP1_S2K
      • 2 Years Ago
      good job Volvo.
      Alex740
      • 2 Years Ago
      Seems like they are jumping the gun a little on this guy but if Volvo is going to have a spokesman from the NBA the Havard grad from Palo Alto seems the most appropriate considering their demographic.
      Hazdaz
      • 2 Years Ago
      Oh yeah... that's always a great return on investment. Blow a couple of million dollars on a celebrity to sponsor your product, only to have to kill that contract when he eventually cheats on his wife, is caught in a dog-fighting scandal, or some other BS that will only tarnish your image. Good job Volvo. Glad to see how you guys are using money that would be better spent on engineering, design or better (non-celebrity endorsed) marketing. /s (does no one remember the disaster that was JLo and the Fiat 500??)
        ZOZ
        • 2 Years Ago
        @Hazdaz
        Well, I would not compare these 2 in any way. Not telling it's a good or bad decision though; the way I do purchasing any dollar spent on advertising is wasted!
      AngryUglyPeople
      • 2 Years Ago
      Who's Jeremy Lin?
        jephmercury
        • 2 Years Ago
        @AngryUglyPeople
        Okay, Imagine your typical Asian nerd, really book smart and hard working, got straight A's in school and went to one of those prestigious universities. Now, imagine that one really deeply religious christian kid that you used to know, only listens to christian music, talks about God all the time, you get the picture. Now imagine your basketball jock. Tall, athletic, plays basketball day in and day out, popular, etc. Now combine all three in to one person and you get Jeremy Lin.
      Polly Prissy Pants
      • 2 Years Ago
      Betting on today's flavor of the month is rarely a wise investment.
        AP1_S2K
        • 2 Years Ago
        @Polly Prissy Pants
        within your world it would be, but if you're in marketing/management level you'd understand that this is intended for the Asian (domestically and overseas) market to increase brand awareness because within that market, Linsanity is not temporary insanity. They'll follow him because he's one of the few Asians (Americans) in the NBA.
      throwback
      • 2 Years Ago
      Good for him. as a long time Knick fan, he's brought some excitement back to the old building and I thank him for that. Now if he can get Dolan to sell the club I might even buy a Volvo.
      King Edward VIII
      • 2 Years Ago
      Guys, you are a bit too much USA-centric. The biggest car market in the world is China, that guy will help them sell more cars in China because he can be more popular there than in US. End of the story... there's a world beyond US-shores, you know... On the other side, calling him a "global brand ambassador" like Volvo does is silly, since in Europe nobody knows (nor cares) who Jeremy Lin is.
        alexkoolur
        • 2 Years Ago
        @King Edward VIII
        Ummmm He's a flash in the pan Jeremy Lin...not YAO MING. Please this was volvo jumping all over a week-long craze, not a viable long-term partnership to move cars. VOLVO FAIL.
          King Edward VIII
          • 2 Years Ago
          @alexkoolur
          Honestly I'm not able to tell how he is perceived in China... he may be a local hero, who knows, I can't read Mandarin :) My point is that the clear target of this partnership is not US, but it's China and Jeremy Lin's image there may be very different from US one...
      H.E. Pennypacker
      • 2 Years Ago
      he's on a gravy train with biscuit wheels.
      alexkoolur
      • 2 Years Ago
      Like their cars, Volvo is completely behind the curve when it comes to making smart endorsement decisions. The "Linsanity" craze had died. The Knicks are back to their loosing ways and Lin is now benched. Great global brand ambassador Volvo...idiots. It just shows how SLOW TO MARKET these clowns are. When they drummed up the idea Lin was a pop sensation...that has died WEEKS AGO...yet Volvo is announcing this like it's still the height of it. Just shows how they simply don't know how to market and use PR in today's digital world, where 3 weeks late might as well be a year. Fire your PR agency Volvo.
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