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Rising NBA Star Jeremy Lin Joins Volvo Cars Family
March 19, 2012, New York, USA - The Scandinavian luxury car brand, Volvo Cars, 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 Cars corporate and marketing activities in his capacity as Volvo Cars Brand Ambassador. He will also appear in Volvo Cars advertising in these markets.
“Volvo Cars’ choice of Jeremy Lin as the company ambassador derives from our shared ethos of passion, dynamism and progressiveness,” said Mr. Freeman Shen, President of Volvo Cars China at the press conference. “This is a significant moment in the history of Volvo Cars’ brand rejuvenation, showcasing the new Volvo brand strategy Designed Around You with sportsmanship and intelligence. In this new era, Volvo Cars 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 Mr. Richard Monturo, Vice President of Marketing, Volvo Cars 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 Cars Brand Ambassador today.
You may not immediately see the connection between me and Volvo Cars. 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 Cars is designing cars around people’s ambitions in life.”
Volvo Cars 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 Cars’ 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.
In the Philippines, Volvo through its local distributor Viking Cars, Incorporated, has long acknowledged the values shared by the brand and the dynamism of basketball as early as 2007 when it signed on basketball star Chris Tiu. From the iconic pocket rocket Volvo C30 to the stylishly bold Volvo XC60, Tiu has continued his meteoric rise to be drafted in the Philippine national basketball team
(meaning skill in Filipino), as well as be one of the country’s esteemed young television hosts and celebrity endorsers. Much like the Volvo he drives, his achievements are punctuated by his being impeccably styled, intelligently fascinating and giving off 100% dynamic performance in everything he does. “We’re really looking forward to welcoming Jeremy Lin into the Volvo team especially here in the Philippines where basketball is a major part of our culture and lifestyle,” says Loi de Guzman, Assistant Vice President for Marketing Services of Volvo Philippines.
*Some descriptions and facts in this press material relate to Volvo Cars' international car range. Described features might be optional. Vehicle specifications may vary from one country to another and may be altered without prior notification.
In Manila, Viking Cars, Incorporated is the official distributor of Volvo cars. The Volvo Makati office, showroom and Customer Service Center are located at 2272 Chino Roces Avenue, Makati City. Volvo Cebu is located at A.S. Fortuna Street, Banilad, Mandaue City. The 2012 Volvo automobile line includes the nimble C30 Sports Coupé, the versatile All-New C70 Coupé-Convertible, the compact All-New S40 and V50 Sportswagon, the flagship S80 luxury sedan, the ruggedly refined All-New XC70 Cross Country, the groundbreaking Volvo XC60 with City Safety as standard and the award-winning XC90 AWD. Also available in the Philippines is the bold S60 sports sedan and the excitingly versatile All-new Volvo V60 Sportswagon 2.0L T5. Just recently introduced to the local market is the new Volvo S60 sports sedan diesel variant. For details and inquiries, please call 893-6621 to 22 or 637-0414 to 15.
For more information, please contact, Loi Concepcion-de Guzman, Marketing Services Assistant Vice President:
892 1677 or 893-6621 local 429;
Volvo Cars Brand Ambassador
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