• Sweden edition
 
Volvo confirms Jeremy Lin endorsement deal

Volvo confirms Jeremy Lin endorsement deal

Published: 21 Mar 2012 09:29 GMT+01:00
Updated: 21 Mar 2012 09:29 GMT+01:00

Lin, whose parents are of Taiwanese origin, signed the deal agreeing to be the face of Volvo for two years.

"You may not immediately see the connection between me and Volvo. But both of us are striving to be better and smarter at what we do, and to do it our own way,” Lin, 23, said in a statement, according to the Wall Street Journal.

Lin, who is the only National Basketball Association (NBA) player with a Harvard University degree, is one of only a handful of Asian Americans to ever play in the league.

He had sat on the bench of the New York Knicks in relative obscurity, until a series of team injuries forced him into the spotlight, under which he shone – leading the struggling team to five consecutive wins in what media dubbed a “Lin-derella story”.

The Swedish car manufacturer, owned by China's Zhejiang Geely, has noticed the potential market value of Lin to Chinese customers, after the so-called "Linsanity" has swept American fans off their feet and created a resurgence in the Knicks' fanbase.

Freeman Shen, senior vice president of Volvo Car Corp. and chairman of Volvo's China operations is looking forward to the collaboration.

"For our region, Jeremy Lin is the pride of the whole Chinese population, and we are excited to work with him," Shen told the paper.

The endorsement, which is arranged to be for two years, will be focused in the United States, China, and the Chinese speaking market.

The Local/og (news@thelocal.se)

Your comments about this article

10:53 March 21, 2012 by Decedo
Makes sense. Volvo, a Chinese company uses a major Asian sports figure. Come to think of it, wonder how many Asian immigrants work at Volvo in Sweden?
14:17 March 21, 2012 by GiraffeLau
"For our region, Jeremy Lin is the pride of the whole Chinese population, and we are excited to work with him" !!??

excuse me, he's Taiwanese, not Chinese!!
15:03 March 21, 2012 by Max Reaver
@GiraffeLau

If Lau is part of your real name, then you must be Cantonese speaking or from Taiwan... Anyway, the NBA news reports mostly address Lin as "NBA player of Chinese or Taiwanese descent". Also. face it. Nobody gives a damn about how proud the Taiwanese population is about Lin, it's the mainland audience with their sheer number that matters. Besides, the Taiwanese ppl are ethnically Chinese, unless you talk about the aboriginal Taiwanese who reduced in their numbers after Chiang's army crossed over the strait.
08:37 March 22, 2012 by Nilspet
@Decedo

Hardly any. Most workers at Volvo factories in EU are European citizens (there is one big one in Gent, Belgium). Lin is big in countries where NBA is shown on TV, unfortunately not in Sweden.
14:08 March 22, 2012 by Shawntooth
it probably relates to volvo's new brand position, obviously people are not gonna view volvo as a luxury car in europe while in some other countries it could, and to select Lin who's BIG at the moment in asia and US, it's definitely a good idea:)

as for lin's nationality (american), i think english lacks of the requisite word like in french....if you say someone is francophone, it doesn't not necessarily mean he's french; when he's referred as an ethnic chinese, people are not saying his parents are necessarily born in PRC . taiwanese people's self-identity can't be gained through fear and denial, it only results to the fact that many taiwanese living abroad pretend to be japanese, so sadly shameful.
Today's headlines
Business & Money
Profit leap for Swedbank
A branch of Swedbank in Malmö. Photo. TT

Profit leap for Swedbank

Swedbank has seen its profits rise higher than expected. READ  

New coalition
Sick pay U-turn from Sweden's new coalition
Stefan Löfven has changed his strategy on sick pay. Photo: TT

Sick pay U-turn from Sweden's new coalition

Small businesses won't face rising sick pay costs, following a policy reversal from Sweden's new coalition government. READ  

Presented by CurrencyFair
CurrencyFair: Why it pays when making overseas transfers
CurrencyFair co-founder Brett Meyers

CurrencyFair: Why it pays when making overseas transfers

Tired of losing money when you send cash back home? Join other expats in Sweden who avoid bank fees and hidden charges by sending money internationally with CurrencyFair, an online marketplace where secure transactions are faster and cheaper. READ  

Stockholm 'submarine' hunt
Vessel hunt continues at 'full strength'
Minehunter HMS Koster takes part in the search in the Stockholm archipelago on Sunday. Photo: Marko Säävälä/TT

Vessel hunt continues at 'full strength'

The search for a suspected foreign vessel in the Stockholm archipelago continues with "full strength" on Tuesday morning, according to Sweden's armed forces. READ  

Ebola crisis
Sweden hit by two Ebola false alarms in two days
The Uppsala University Hospital. Photo: TT

Sweden hit by two Ebola false alarms in two days

UPDATED: A patient has been cleared of any Ebola suspicions at the Uppsala University Hospital. It marks the second suspected case in Sweden in two days. READ  

Analysis
Why a foreign vessel lurks in Swedish waters
The HMS Stockholm patrols Jungfrufjärden in the Stockholm archipelago on Monday morning. Photo: Anders Wiklund/TT

Why a foreign vessel lurks in Swedish waters

With Sweden engaged in its biggest domestic military operation since the Cold War, The Local spoke to Johan Wiktorin, a fellow at the Swedish Royal Academy of War Sciences, to get insight into what’s going on in the Stockholm archipelago. READ  

My Swedish Career
US woman starts up Swedish toy store online
Leigh Neil and a llama hand puppet. Photo: Private

US woman starts up Swedish toy store online

For this week's My Swedish Career we meet Leigh Neil, who one day came to realize that there was a gap in the Swedish market for children's toys and decided to do something about it. READ  

Stockholm 'submarine' search
No truth to Russia's submarine claim: Dutch
A CB90-class fast assault craft at Kullbäling, a small island in Stockholm's archipelago. Photo: Anders Wiklund/TT

No truth to Russia's submarine claim: Dutch

The Netherlands on Monday denied a Russian claim that a mystery vessel the Swedish military has been looking for could be Dutch. READ  

Lufthansa Strike
Over 20 Swedish flights hit by Lufthansa strike
Grounded Lufthansa planes. Photo: TT

Over 20 Swedish flights hit by Lufthansa strike

A strike by pilots at German airline Lufthansa will affect over 20 flights in and out of Sweden over the next two days. READ  

National
Dentist gives free care to Roma beggars
Photo: Shutterstock

Dentist gives free care to Roma beggars

A dentist in western Sweden is offering free dental care to his town's Roma begging population. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Gallery
PHOTOS: 'Foreign activity' in Swedish waters
National
Sweden deploys troops over underwater threat
Gallery
People-watching: October 19th
TT
Society
QUIZ: How good is your Swedish?
Business & Money
Get your own office in Gothenburg or Stockholm - free for a day
Blog updates

19 October

Getting it (Blogweiser) »

"Follow Joel Sherwood on FB Few watch baseball in Sweden. This is excellent when your team loses..." READ »

 

17 October

Editor’s Blog, Oct 17th (The Local Sweden) »

"Hi readers, Here’s the whole week of news in just 60 seconds. The most-read story was about a..." READ »

 
 
 
National
A Touch of Scandinavia: Reindeer in the kitchen
Lifestyle
What's on in Sweden: October 17th - 24th
Society
The nudity... and nine other things expat men notice in Sweden
Gallery
People-watching: October 15th
Gallery
Your views: Should outdoor smoking be banned in Sweden?
Business & Money
Sweden has 'large hole' in finances
Sponsored Article
Introducing... Finding a job in Stockholm
Society
Monster salmon caught in northern Sweden
Gallery
Property of the week: Lorensberg
National
Scandinavia's child bride
National
Ebola crisis: How is Sweden preparing?
Lifestyle
Sweden's The Bridge to become 'more Danish'
Business & Money
How Sweden is becoming a cashless society
Gallery
Stockholm Burlesque Festival 2014
National
How a little red horse became a symbol for Sweden
Gallery
People-watching: October 12th
Business & Money
The hottest start-ups from southern Sweden
National
What's on in Sweden: October 10th - 17th
National
Stockholm is 'best' region for well-being
Gallery
People-watching: October 8th
National
Five facts to know about Patrick Modiano
Society
My Swedish Career: A French fashionista in Sweden
Society
Swede's anti-bully Facebook tale goes viral
Society
Have you seen Sweden's viral subway cancer campaign?
National
Isis: Swedes linked to Turkish prisoner swap
National
Should Swedes be banned from buying sex abroad?
Gallery
Fredrik Reinfeldt's leaving presents
National
Five Swedish TV shows you shouldn't miss
Gallery
A tool belt, a casserole, and a book. Fredrik Reinfeldt's parliament gifts
TT
Lifestyle
Top five winter festivals in Sweden
TT
National
Sami reindeer herders win mine reprieve
Gallery
Property of the Week: Gamla Enskede
Sponsored Article
How to catch the first lobster of the year
Politics
Ten new minister faces you should know
Tech
First womb transplant baby in world born in Sweden
Gallery
People-watching: October 5th
National
What's on in Sweden
National
Sweden rethinks Afghan translators' protection
Society
Interview with Geena Davis: 'I want to be in a Swedish movie'
Gallery
Stefan Löfven through the years
Team SCA
Sponsored Article
All-female SCA team takes off on Volvo Ocean Race
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

994
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
http://psdmedia.se
If you want to drink, that’s your business.
If you want to stop, we can help.

Learn more about English-language Alcoholics Anonymous in Sweden. No dues. No fees. Confidentiality assured.
AA-EUROPE.ORG/SWEDEN