Volvo Cars announced in NYC on March 19 that it had a deal with Jeremy Shu-How Lin, according to which the star will work for two years as the auto company’s advertising spokesperson. Chinese communities and the US would be especially targeted by this cooperation. The value of the was not disclosed.
Lin’s positive attitude and persistent pursuit of excellence made him a perfect match for the Volvo brand, which targets young people to expand sales, remarked Freeman Shen, chairman of Volvo China, at the press conference. Lin said that his family, originally from Taiwan, played a major role in his decision to endorse the brand with a Chinese background. He also told reporters that the S60 was his favorite Volvo model.
According to the deal, Lin, whose microblog in China has about 2.5 million followers, will be involved in various branding activities such as making visits to China, driving a Volvo on his way to play games, appearing in TV commercials and print ads.
Geely bought Volvo Cars in 2010 for 1.8 billion US dollars. In 2011, Volvo sales in China increased 54.4% to 47,140.