At the European Operational Center in Barcelona, a groundbreaking agreement was signed, reshaping the power dynamics in the automotive sector. Robert Lewandowski has become the Global Ambassador of the CHERY brand, laying the foundation for a new, highly aggressive and well-planned expansion strategy of the Chinese giant into Western markets.
A New Chapter in Global Cooperation: Football Icon and Automotive Giant
The official announcement of the partnership in Barcelona attracted attention from the most important business, technological, and automotive media worldwide. The choice of Robert Lewandowski as the face of global activities is no coincidence or mere reach-based calculation.
Captain of the Polish national team embodies professionalism, iron discipline, determination, and relentless pursuit of excellence—qualities that directly align with CHERY's long-term vision. This collaboration aims to promote the For Family philosophy, placing the needs of modern families at the center of technological innovation.
During the ceremony, attended by Zhu Shaodong, Executive Vice President Chery International and CEO of the EU region, both parties symbolically handed over the keys of the flagship model TIGGO 9 PHEV. This advanced plug-in hybrid SUV will serve as the technological calling card of the brand in Europe, combining eco-friendly mobility, high performance with the highest standards of active and passive safety.
Partnering with such a recognizable athlete is designed to break cultural barriers and build immediate consumer trust in demanding European markets.
"I am happy to collaborate with a brand that truly puts the family first. We share the same values — loved ones as a priority, focus on goals, and pursuit of excellence.I eagerly look forward to working with CHERY and promoting the 'For Family' philosophy to families around the world."
– Robert Lewandowski, Global Ambassador of the CHERY brand.
'For Family' Strategy: Three Pillars of Product Development and Innovation
For the engineers and managers at CHERY, the slogan For Family is much more than a traditional marketing tagline — it's the real starting point for every innovative project.
The brand consistently develops its global ecosystem around three key functional areas: Space. For Family, Safety. For Family, and Technology. For Family. Thanks to this approach, the Chinese manufacturer precisely responds to real and evolving user expectations regarding cargo space, travel comfort, and driver-assist systems in challenging road conditions.
In recent years, the company has dramatically accelerated its global market expansion, actively operating in over 100 countries worldwide. It is worth noting that in 2025, the group's total sales reached an impressive 2,806,393 units, marking a stable year-on-year growth of 7.8%.
The export volume of 1,344,020 units (an increase of 17.4%) has definitively solidified the company's position as the absolute leader in exporting passenger cars from China, enabling optimistic outlooks for future sales targets.
- Top-tier safety: Implementation of uniform, strict passenger protection standards across every market, regardless of geographic region.
CHERY and Lewandowski: Alliance for Families
- Reimagined interior space: Designing ergonomic interiors focused on people, enabling comfortable long-distance travel with children.
- Intelligent powertrain technology: Over 29,000 patented applications, with more than 18,000 already granted, giving the company technological independence.
Analytical Market Perspective: Historic Leap into Fortune Global 500
Independent automotive industry analysts from institutions such as PwC and McKinsey indicate that CHERY Group is currently one of the fastest-growing entities in the global automotive industry.
In 2025, the company made a spectacular jump to rank 233 on the prestigious Fortune Global 500 list, recording the largest single-year rise among all global automotive companies. This financial and reputational success coincided with the company's official and high-profile debut on the Hong Kong Stock Exchange, opening doors to further multi-billion-dollar external funding.
According to the latest report from the research firm Kantar, published in May 2024, trust in new car brands in Western markets is built not only through technical specifications or attractive pricing, but primarily through authentic international ambassadors. Consumers seek brands that reflect their personal value system and lifestyle.
Partnering with Robert Lewandowski is a brilliant strategic move designed to instantly close the psychological gap between Asian technology and demanding European consumers, positioning the producer's products as modern, premium-class vehicles accessible to everyone.
"This partnership marks an important milestone in CHERY's global strategy and further strengthens the international message of our brand philosophy. We want to spread intelligent and hybrid technologies worldwide, enabling families to enjoy safe mobility." – Zhu Shaodong, Executive Vice President Chery International.
Development Prospects and Transformation of Low-Emission Powertrains
The company's long-term vision involves total integration of advanced autonomous systems and alternative energy sources in its new vehicle models. This strategy perfectly aligns with Europe's goals for climate neutrality and reducing carbon dioxide emissions in cities.
The choice of Spanish Barcelona as the location to announce this collaboration and as the key European Operational Center clearly indicates that the brand intends to deeply establish itself on the Old Continent, investing in local infrastructure, dealer networks, and professional service centers to ensure hassle-free vehicle operation for many years.
Partnering with the Polish striker, who enjoys enormous popularity in Spain and Germany as well, opens up vast possibilities for cross-media campaigns for the conglomerate. We can expect advanced, engaging marketing initiatives in digital channels, television, and outdoor media. All of this is designed to prove that a modern family car doesn't have to be boring — it can be dynamic, innovative, and safe all at once, meeting the rigorous demands set by global stars.
"This partnership is a classic example of synergy between business and sport. Robert Lewandowski brings credibility to the CHERY brand that cannot be bought through traditional advertising. This is a breakthrough moment for the perception of Chinese cars in Europe." – Editor-in-Chief
[CHERY]
Founded in 1997, CHERY is a leading Chinese manufacturer and the largest exporter of passenger cars for 23 consecutive years. The brand currently boasts over 18.8 million active users worldwide and operates successfully in more than 120 countries and regions. It is the first Chinese manufacturer to independently master critical technologies in engines, transmissions, and chassis. An intriguing fact is that the five-millionth exported unit of the brand was ceremoniously delivered to a customer in Poland in 2025, clearly highlighting the enormous importance of our domestic market for the ambitious, global plans of the Asian conglomerate.
