Killer Crossover: Volvo Taps into 'Linsanity' to Promote Its XC60

TOPSHAM, MAINE (10/24/2012)(readMedia)-- As basketball's unlikeliest breakout player, Jeremy Lin took a long and winding route to his starting job in the NBA, but the strengths that drove the new Houston Rocket to success seem to have resonated with Volvo. Last March, the luxury automaker signed Lin to a two-year global endorsement deal, and the first commercial of the partnership began airing this month.

Volvo's new ad, "The Unexpected Ones," takes place outside a celebrity event, where Lin can be seen stepping into a passion-red 2013 Volvo XC60 crossover SUV that stands out amid a line of black limos. Instead of following the motorcade toward adoring fans and flashing cameras, the XC60 turns in the opposite direction, as Lin explains in a voiceover that no one expected him to make it to the NBA. He closes by saying, "Well, I'm not here to live up to anyone else's expectations; I'm here to live up to mine."

"Jeremy Lin stayed dedicated to his passion for all the right reasons, even when there was no prospect of fame and fortune, and that is a trait that many Volvo buyers respect," said Rob Goodwin, general manager of Topsham, Maine Volvo dealer Goodwin's Volvo. "They know they deserve the best in performance, comfort and safety, but they don't feel the need to turn their vehicle into a status symbol. Volvo's new ad perfectly communicates the value of understated luxury and independent style."

The Volvo XC60 has been a consistent example of that unassuming appeal, selling 13,750 units in the United States year-to-date, a 35-percent increase compared to the same period in 2011. In September, sales of the XC60 were up an impressive 115 percent year-over-year, with 1,562 models finding new homes.

As the only European SUV to earn both a five-star safety rating from the NHTSA and a Top Safety Pick from the IIHS, the Volvo XC60 comes standard with several unique crash-protection features, like a Side Impact Protection System and Whiplash Protection System. The compact crossover also offers a range of technologies designed to prevent accidents from happening in the first place, including a standard City Safety system that automatically applies the brakes if it detects an imminent low-speed collision.

With another New England winter fast approaching, the 2013 Volvo XC60 is well equipped to keep drivers in control when traveling through snow and ice. Among the standard features are Dynamic Stability and Traction Control, as well as Roll Stability Control, and buyers can opt for the advanced Haldex all-wheel-drive system with Instant Traction for added grip during storms. Meanwhile, the available heated seats and heated windshield washer nozzles allow passengers to remain comfortably stationed inside the cabin.

"The Volvo XC60 was designed in Sweden, and its big selection of winter-ready features make it a perfect crossover for Mainers dealing with the elements," Goodwin noted. "It's hard to feel secure driving through a snow storm down a backroad, but you can rest assured that the XC60 has all the angles covered."

About Goodwin's Volvo:

Goodwin's Volvo provides Maine Volvo drivers with unmatched service by ensuring that the customer relationship goes well beyond the initial sale. With a wide inventory of new and used Volvo vehicles and parts, the sales and service staff at Goodwin's Volvo can answer customers' detailed questions to guarantee an educated purchasing decision. Visit their Topsham, ME Volvo dealership at 91 Main Street, check out their online inventory at www.goodwinsvolvo.com, or call them at 888-221-3201. They can also be found on Facebook at www.facebook.com/GoodwinsVolvo.