Robert Lewandowski Joins CHERY as Global Ambassador
CHERY, the Chinese automaker, has officially announced a partnership with Robert Lewandowski, one of the world’s most renowned football players, naming him the brand’s Global Ambassador. The partnership signing ceremony took place at the European Operations Center in Barcelona, in the presence of Zhu Shaodong, Executive Vice President of Chery International and CEO of CHERY Europe.
Lewandowski, a globally recognized figure in football, has earned worldwide recognition for his consistent professional excellence, discipline, and positive public image. His commitment to family values, responsibility, and long-term vision naturally aligns with CHERY’s mission of being a “For Family” brand.
CHERY’s “For Family” mission encompasses more than just a brand message; it is a core principle that underpins the company’s product and technology development. The automaker is committed to delivering practical solutions focused on space, safety, and technology for families. This includes space tailored to real-life needs, internationally certified safety, and smart, connected, and efficient mobility.
Through this partnership, CHERY reaffirmed its commitment to global expansion by combining technological innovation with a long-term vision for customers around the world. The collaboration with Lewandowski marks a natural step in this direction, sending a message both to the European market and to the global CHERY user community, which has always sought a safer and more enjoyable mobility experience.
CHERY in Romania
The CHERY brand was introduced to Romania by the official importer Auto Italia starting in July 2025 and is available through the national network of authorized dealers. The current lineup includes the TIGGO 4 HEV, TIGGO 7 in gasoline (ICE), full hybrid (HEV), and plug-in hybrid (CSH) versions, TIGGO 8 in ICE and CSH versions, as well as the TIGGO 9 CSH. Each model is designed to meet the needs of modern families by offering a balance of space, technology, and Euro NCAP 5-star certified safety.
About Samelet Group
Samelet was founded in 1946 in Israel and is today an international group with an extensive portfolio of automotive brands, including Abarth, Alfa Romeo, Chrysler, Dodge, Ferrari, Fiat, Fiat Professional, Jeep, Iveco, Maserati, Ram, Subaru, and Hongqi. The group is focused on innovation and develops advanced mobility solutions that include EV charging infrastructure, data management, customer experience solutions, and a full range of proprietary financial services such as financing, insurance, leasing, and trade-in services.
The group actively invests in innovation and technology through investment funds established in China and Israel to support automotive startups. In addition to its extensive operations in Israel, Samelet is also present in Romania, where it owns the former FCA importer. In Greece, Samelet owns the brands previously managed by FCA, as well as the Leapmotor brand.
AUTO ITALIA is the official importer in Romania for the Stellantis-owned brands Fiat, Alfa Romeo, Jeep, Fiat Professional, Abarth, and Maserati. With more than 30 years of experience in vehicle import, distribution, sales, and after-sales services, AUTO ITALIA is an important player in the Romanian automotive market. Since 2011, the company has been fully owned by Samelet Group.
This partnership is a no-brainer for CHERY, but what will it really do for Lewandowski's image? With so many brands already on his arm, does he need another one, or is this just about the money? Let's see if this can boost CHERY's sales in Europe.