Chery Appoints Robert Lewandowski As Global Brand Ambassador To Strengthen Its “For Family” Philosophy
Chery has officially appointed football star Robert Lewandowski as its Global Brand Ambassador, in a move that reinforces the automaker’s long-term “For Family” brand philosophy and its expanding international ambitions.
The announcement was made at Chery’s European Operations Centre in Barcelona, Spain, where the partnership was formalised during a signing ceremony attended by Zhu Shaodong, Executive Vice President of Chery International and CEO of the European Union region.
The event also featured a commemorative exchange and a symbolic key handover of the TIGGO 9 Chery Super Hybrid vehicle, marking what Chery describes as a new chapter in its global collaboration and brand evolution.
Shared Values
Speaking at the ceremony, Lewandowski said: “I am delighted to partner with a brand that genuinely prioritises family. We share the same values, putting family first, staying focused, and striving for excellence. I look forward to working with Chery to bring the ‘For Family’ philosophy to families around the world.”
Chery said the partnership reflects a strong alignment between the brand and Lewandowski, highlighting shared values such as discipline, consistency, and a deep commitment to family.
Widely regarded as one of modern football’s most respected figures, Lewandowski’s influence extends beyond the pitch, with a public image built around professionalism, longevity, and personal responsibility.
“For Family” Philosophy As Global Positioning Core
Chery reiterated that its “For Family” philosophy is not just a branding message, but a core framework guiding product development, innovation, and customer experience.
As the brand expands across more than 100 countries, it continues to focus on delivering vehicles that balance safety, space, and intelligent technology for modern family needs.
Key development areas include:
- Advanced safety engineering
- Human-centric cabin design
- Integration of intelligent and new energy technologies
The company says these elements are designed to improve daily usability while making premium mobility more accessible.
Global Expansion Strategy Reinforced Through Lifestyle Branding
The collaboration with Lewandowski is also seen as part of Chery’s broader strategy to strengthen emotional and lifestyle-driven branding, moving beyond traditional automotive positioning.
It highlights the brand’s intention to build stronger global recognition through shared values rather than product specification alone, while deepening its connection with family-oriented consumers.
Looking ahead, Chery says it will continue to expand its global footprint through technology development and strategic partnerships, with a continued focus on safer, more comfortable, and more enjoyable mobility experiences.
CarTok Editor’s Note
Chery wants to sell more than just cars — it is also selling an identity.
Chery is leaning on Lewandowski to do more than endorse a car. It is trying to import trust at scale. Lewandowski brings with him discipline, and a clean family-first image that fits neatly into the “For Family” positioning.
But ultimately, families won’t be buying “values.” They’ll be buying space, safety, and comfort.
