When New York Knicks point guard Jeremy Lin isn’t on the basketball court, he will be serving as Volvo's new brand ambassador. The automaker has officially announced Lin will be the newest member of its team.
The emerging basketball superstar has jumped onboard a two-year global endorsement deal with Volvo, in which Lin "is expected to help in the automaker’s marketing efforts in several international markets and help establish the brand with younger and performance-oriented customers."
While Volvo hopes Lin's endorsement deal will help it score points with a younger audience around the world, the automaker is paying special attention to U.S., China, and Chinese-language markets in Asia, where Lin's fan base continues to grow. Lin could help boost Volvo's strategy of turning to social media to rejuvenate the brand and promote its new "Designed Around You" mantra, and the basketball star, who currently has more than 667,000 followers on Twitter, tweeted to his fans this week: "Thank you Volvo for allowing me to be part of your family!"
Volvo has revealed its plans to double its global sales to 800,000 by 2020 (all with four cylinder engines), and China is expected to play a major role in achieving that goal. The country has become the automaker's number-two market after selling about 47,000 cars last year and Volvo is betting that, with Lin on its team, it might be on track to another good year.
Source: Automotive News (Subscription required)