CHERY AUTOMOBILE has appointed Robert Lewandowski, one of modern football’s most successful strikers, as its official Global Brand Ambassador.
The signing ceremony took place in Barcelona, Spain, with Chery International Executive Vice President Zhu Shaodong joining the event. The partnership is designed to bring CHERY’s For Family vision to consumers in more than 120 markets worldwide.
Chery TIGGO 9 CSH 2026 as the flagship family SUV
During the ceremony, CHERY handed over a Chery TIGGO 9 CSH 2026 to Robert Lewandowski. The large flagship SUV is positioned as a family-focused vehicle for his journeys in Europe.
For Thailand, official pricing and local launch details for the TIGGO 9 family will be announced later. CHERY is also preparing local CKD production from its Rayong plant as part of its Thailand market expansion.
The brand is already building buyer confidence through Lifetime Warranty coverage for batteries and electric-drive systems in new models launched in Thailand.
Why Robert Lewandowski fits CHERY
Robert Lewandowski is one of the most decorated footballers of the 21st century, with more than 700 career goals and FIFA The Best Men’s Player awards in 2020 and 2021.
Beyond the pitch, his family-first image gives CHERY a strong human connection for its For Family positioning. The partnership helps make the brand feel warmer, more trusted and more relatable for family SUV buyers.
CHERY For Family vision
CHERY describes For Family through three core product pillars:
- Space for Family cabin architecture designed for generous space and practical use on every trip.
- Safety for Family body structure and preventive safety systems aligned with international standards.
- Technology for Family intelligent powertrain and infotainment systems that are easy, safe and connected for every passenger.
Global network and Thailand direction
The ambassador announcement comes as CHERY continues to grow internationally, supported by a global R&D network, more than 25,000 technology personnel and export experience across more than 120 countries.
For Thailand, the key next step is turning this global credibility into local sales when TIGGO models begin arriving through the Rayong production plan.
Bangkok Motorhaus Perspective
Signing Robert Lewandowski as CHERY Global Brand Ambassador is a sharp international marketing move. CHERY is not only talking about technology or price. It is using a global sports figure with success, credibility and a family-first image to make For Family easier to understand.
Pairing the partnership with Chery TIGGO 9 CSH 2026 also raises the perceived value of the TIGGO family. The vehicle is positioned as a flagship SUV that must deliver space, safety, technology and real family usability.
In Thailand, this global campaign can create a strong confidence spillover for CHERY at a time when buyers are still evaluating long-term trust in newer brands. If CHERY combines the right TIGGO specifications, sensible pricing and Lifetime Warranty coverage for batteries and motors, it has a real chance to become a serious family SUV choice.
