Messi Was Rich, China Makes Him Riich(er)

The World Is Flat: An Argentine playing in Spain selling Chinese luxury cars sold on six continents.

Argentina and China may be having a spat over trade and tariffs, but one Chinese company is banking on Argentina’s #1 export to help sell some minivans.

China-based automaker Chery International is rolling out a new MPV called the Riich, and the company chose Lionel Messi to be the face of the vehicle roll-out. Besides making an intriguing global marketing case study, the selection of an Argentine who plays in Spain for a Chinese car sold on six continents also demonstrates the growing appeal of the worlds’ greatest soccer player.

“Messi is the best football player in the world,” said Chery’s Jin Yibo, “and thus he makes a great ambassador to represent our premium Riich brand.” The announcement was made yesterday during the vehicle’s unveiling at the Beijing Auto Show.

While automakers are struggling in other corners of the world, Chinese producers posted a whopping 45% gain in sales last year to 13.6 million vehicles, and analysts predict another double-digit gain this year fueled by government incentives, lower borrowing costs and the added cachet of celebrity endorsers like Messi. “It’s a smart move,” said Shanghai analyst Liu Lixi, “because those unfamiliar with Chinese cars need a famous ambassador to develop an initial interest.”

Now whether or not Messi will be caught on the streets of Barcelona in a Mommy wagon remains to be seen. Just as Tiger Woods was rarely spotted in the Buicks he once endorsed, Messi is unlikely to part ways with his Q7.