Chery signs football star Messi to promote Riich brand

Shanghai, April 23 (Gasgoo.com) Chery Automobile Co., China's biggest domestic brand carmaker, announced today that it has signed Argentine football star Lionel Messi as an international ambassador to promote its sedan brand Riich, signaling its ambition to become a global player, the AP reported.

Chery Auto made the announcement at the opening Beijing auto show, where the independent Chinese carmaker plans to show 29 vehicles including four alternative-energy models. Chery is bringing in 200 sales agents from foreign markets to see its latest models.

Messi, the reigning FIFA Player of the Year and stars for Spanish giants Barcelona, would promote Chery's luxury Riich brand for its ambitious foray into the Western European market, according to company spokesman Jin Yibo.

Chery exports to 70 developing countries in Asia, the Middle East and Latin America, and the company hopes to double exports this year to 100,000 vehicles by exploring broader overseas markets.

"Messi is the best football player in the world, and thus he makes a great ambassador to represent out premium Riich brand," Jin said. Chery launched the Riich G5 in December 2009 as its first entry model into the luxury sedan segment.