Reinforcing Chery’s Global ‘For Family’ Brand Philosophy

BARCELONA, 19 MAY 2026 — Chery has officially announced the appointment of world-renowned football icon Robert Lewandowski as its Global Brand Ambassador, marking a significant milestone in the brand’s global journey and reinforcing its commitment to families worldwide through its ‘For Family’ philosophy.

The announcement was made at Chery’s European Operations Centre in Barcelona, Spain where the partnership was formalised through a signing ceremony attended by Zhu Shaodong, Executive Vice President of Chery International and CEO of Chery European Union region.

The event also featured a commemorative exchange and a symbolic key handover of the TIGGO 9 Chery Super Hybrid vehicle, marking the beginning of a new chapter in Chery’s global collaboration and brand evolution.

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.”

This strategic partnership reflects a strong alignment between CHERY and Lewandowski, both of whom embody values rooted in discipline, consistency, and a deep commitment to family. Widely recognised as one of the most respected figures in global football, Lewandowski’s influence extends beyond sport, with a personal ethos centred on responsibility, long-term vision, and the importance of family, qualities that closely mirror Chery’s brand identity.

At Chery, the ‘For Family’ philosophy is more than just a brand statement. It is the foundation that drives innovation, product development, and customer experience. As the automotive brand continues to expand across more than 100 countries, it remains focused on delivering vehicles that meet the evolving needs of modern families through a balance of safety, space, and intelligent technology.

From advanced safety engineering and human-centric cabin design to the integration of intelligent and new energy technologies, Chery is committed to making premium mobility more accessible while enhancing everyday life for families. This philosophy is brought to life through its core pillars, providing greater space, enhanced safety, and smarter, more intuitive driving experiences.

The collaboration with Lewandowski not only strengthens Chery’s global brand presence but also amplifies the automotive brand’s message of building meaningful connections through shared values.

It highlights the brand’s ambition to go beyond automotive manufacturing, positioning itself as a trusted companion in the lives of families around the world.

Looking ahead, Chery aims to further strengthen its global footprint through technological innovation and strategic partnerships, while remaining committed to delivering safer, more comfortable, and more enjoyable mobility experiences for families everywhere.