[Asia Economy Reporter Suyeon Woo] Volvo Cars Korea announced on the 8th that it has appointed Son Heung-min (photo), captain of the South Korean national soccer team, as its brand ambassador and campaign model for the new S90, scheduled for release in the second half of the year.
Son will serve as Volvo Cars' ambassador and the new campaign model for the new S90 for one year, conveying to the public the leadership values and appeal that Volvo's flagship aims to embody.
A Volvo Korea official stated, "The selection was made based on the evaluation that Son's passion and leadership, as a South Korean national soccer player active on the global stage, align well with Volvo's brand image, which pursues differentiated luxury."
Son holds the record for the most goals scored by a Korean player in European professional soccer, setting a new milestone in South Korean soccer history. Beyond his outstanding soccer skills, he has recently participated in the 'Finding Heroes of the Korean War' campaign public service announcement through talent donation and is also involved as an instructor for the 'Stay-at-Home Movement' to overcome the spread of COVID-19, organized by the Ministry of Culture, Sports and Tourism, actively engaging in nationwide activities.
Meanwhile, the S90 is the top-tier flagship model that represents Swedish luxury in the domestic sedan market. Last year, it recorded the third highest sales (1,512 units) following the XC60 (2,969 units) and XC40 (1,638 units), leading a 14.3% growth in sedan sales compared to the previous year.
The new S90 model, scheduled for release this fall, is the first new model in four years since its launch in 2017. It features advanced safety technologies reflecting a new brand philosophy on safety, refined design details, and expanded space, and will be officially launched in Korea this autumn.
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