Chinese companies are starting to understand the power Hollywood brings to their brands. Chinese tech heavyweight Lenovo, in particular, is no stranger to Hollywood. According to The Hollywood Reporter, Lenovo featured its ThinkPad Edge Plus laptop as an Autobot called Brains in Transformers: Dark of the Moon.
Now, the progressive Chinese tech company has hired actor and tech investor Ashton Kutcher as a product engineer for its Yoga line of tablet computers.
As the largest PC maker and one of the largest mobile phone manufacturers, Lenovo has set its sights on the fast-growing tablet market in its quest to become a mainstream brand in the U.S. market.
Kutcher is no mere pitchman, he is expected to give Lenovo’s engineering teams input on design and use. Kutcher comes with a strong tech pedigree and has done pretty well with early investments in companies such as Airbnb, Fab, Foursquare, Spotify, Path and Uber through his A-Grade Investments company.
David Roman, chief marketing officer of Lenovo said it was this “authentic, creative appetite for technology and keen consumer insight” that would make this collaboration with Lenovo “a powerful partnership.” He added, “This partnership goes beyond traditional bounds by deeply integrating him into our organization as a product engineer as we look at developing the next wave of products.”
“This partnership with Lenovo brings together my love of technology and design that makes your life better,” Kutcher said at a launch event in Los Angeles. “I can’t wait to dig in and help Lenovo develop future mobile computing products, starting with the Yoga Tablet.”
“My role is dual-faceted, one is the marketing side,” Kutcher told WIRED. “My second role is as product engineer. I’ve been investing in tech for a while, and all of those companies in one way shape or form are going mobile. I think it’s given me some product insights into the ways people use mobile devices in their lives that I hope to bring to Lenovo.”
While some people may have doubts, Kutcher is comfortable with his role at Lenovo. “I’m an actual product engineer, and I know that’s hard for people to understand because so many of these [celebrity endorsement] relationships have been vanity products. I actually am less interested in the color of the phone or tablet than in how it works. I hope I’ll be able to bring some new ideas to tablet development.”
“My first agenda item is just to go in and learn where the product’s heading and what’s working and not working,” said Kutcher. He certainly sounds like a tech executive.
image credit: lenovo