CHERY names Robert Lewandowski global brand ambassador

CHERY has appointed football star Robert Lewandowski as its Global Brand Ambassador, launching a partnership announced in Barcelona on June 11, 2026. The deal is meant to reinforce CHERY’s family-focused brand and support its international expansion.

Why it matters: - CHERY is using one of football’s most recognisable names to strengthen its global brand reach. - The partnership is designed to support CHERY’s push in international markets and reinforce its “For Family” positioning. - CHERY is tying the collaboration to product themes that matter to family buyers: space, safety and technology.

What happened: - CHERY announced Robert Lewandowski as its new Global Brand Ambassador. - The announcement took place at CHERY’s European Operations Centre in Barcelona on June 11, 2026. - Lewandowski joined Zhu Shaodong, Executive Vice President of Chery International and CEO of the EU Region, for a signing ceremony. - The event included an exchange of commemorative gifts. - CHERY handed over a TIGGO 9 CSH to Lewandowski to mark the start of the collaboration.

The details: - CHERY described Lewandowski as a player known for consistency, professionalism and a positive public profile. - CHERY linked Lewandowski’s long-standing focus on family, responsibility and commitment to its global “For Family” brand position. - CHERY said “For Family” guides vehicle development around space, safety and technology. - CHERY said that focus is meant to deliver greater practicality, enhanced protection and smarter mobility for everyday life. - The company said the partnership will support continued global growth. - CHERY said its longer-term priorities include technology, product quality and development aimed at safer and more enjoyable mobility experiences worldwide.

Between the lines: - The ambassador deal gives CHERY a high-profile face as it competes for attention in crowded overseas markets. - The selection of Lewandowski fits a brand message built around reliability, family and performance rather than flash. - The Barcelona setting signals CHERY’s intent to anchor the relationship in Europe while promoting a broader international strategy.

What’s next: - CHERY will use the Lewandowski partnership as part of its ongoing global expansion. - The company is expected to continue emphasizing technology and product quality in future market moves. - CHERY will likely build the collaboration around its family-oriented brand message and vehicle lineup.