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Other Celebrity Endorsement of Car Brands
By Jiang Xinhua |
July 20, 2011, Wednesday
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Print Edition
Print Edition
Messi and Chery Riich
Argentine footballer Lionel Messi represented Chery Riich G5 in a TV advertisement during the 2010 World Cup with an endorsement contract value estimated at 5 million euros (US$7 million).
But the car has failed to be a hit as consumers cannot see the connection between the Chinese brand and the legendary footballer while the model's high pricing and lack of distribution networks crippled market demand.
Liu Xiang and Kia
Liu became the brand ambassador for Kia's Swift Horse before the 2004 Athens Olympics with a major appearance in a TV advertisement. After the 110-meter hurdler won an Olympic gold medal, his overnight fame brought huge brand awareness for the South Korean car maker and made the 600,000 yuan (US$92,850) contract the year's most valuable endorsement.
Sales of the compact sedan fell from 5,000 units in 2005 to less than 1,000 units in 2007, when the model was forced to cease production.
Michael Phelps and Mazda
American swimmer Michael Phelps signed to be the brand spokesman in TV and poster advertisements for Mazda 6 sedan in China in January 2009. However, after less than one month, Mazda revised the contract when a drug scandal sullied his public reputation. The television advertisement was never aired.
Wentworth Miller and Chevrolet
In April 2009, Wentworth Miller, who enjoys great popularity in China for his leading role in American TV series "Prison Break," tied the knot with GM's Chevrolet Cruze in China. In the TV advertisement, Miller appeared as a stylish car driver which particularly attracted attention from the younger generation. Chevrolet Cruze ranked seventh among the top 10 best-selling cars in China in the first half of this year.
Argentine footballer Lionel Messi represented Chery Riich G5 in a TV advertisement during the 2010 World Cup with an endorsement contract value estimated at 5 million euros (US$7 million).
But the car has failed to be a hit as consumers cannot see the connection between the Chinese brand and the legendary footballer while the model's high pricing and lack of distribution networks crippled market demand.
Liu Xiang and Kia
Liu became the brand ambassador for Kia's Swift Horse before the 2004 Athens Olympics with a major appearance in a TV advertisement. After the 110-meter hurdler won an Olympic gold medal, his overnight fame brought huge brand awareness for the South Korean car maker and made the 600,000 yuan (US$92,850) contract the year's most valuable endorsement.
Sales of the compact sedan fell from 5,000 units in 2005 to less than 1,000 units in 2007, when the model was forced to cease production.
Michael Phelps and Mazda
American swimmer Michael Phelps signed to be the brand spokesman in TV and poster advertisements for Mazda 6 sedan in China in January 2009. However, after less than one month, Mazda revised the contract when a drug scandal sullied his public reputation. The television advertisement was never aired.
Wentworth Miller and Chevrolet
In April 2009, Wentworth Miller, who enjoys great popularity in China for his leading role in American TV series "Prison Break," tied the knot with GM's Chevrolet Cruze in China. In the TV advertisement, Miller appeared as a stylish car driver which particularly attracted attention from the younger generation. Chevrolet Cruze ranked seventh among the top 10 best-selling cars in China in the first half of this year.
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