Celebrities Flock to Endorse EVs as Automakers Pivot from CEO-Led Marketing

[Marketing Shift] Automakers are shifting from CEO-led endorsements back to celebrity appearances, revealing their anxiety over securing traffic and attention.

Key Trend: Top-tier Celebrities Like Yao Ming and Jay Chou Sign On in Droves

Since 2025, NIO has partnered with Karen Mok, Le Dao officially announced Louis Koo, Xiaomi Auto enlisted Shu Qi, SAIC Audi invited Chen Luyu, Denza signed Wang Leehom, and Buick is rumored to be collaborating with Jay Chou. Just the night before last, Yao Ming appeared on stage for the NIO ES9, sparking massive public interest—a clear signal that celebrity endorsements are becoming a standard tactic for automakers.

Strategic Rationale: Founder IP Momentum Has Peaked

A year ago, the industry was obsessed with building CEO personas akin to Lei Jun; Li Xiang, Wei Jianjun, and others actively stepped into the spotlight. Now, the collective pivot toward celebrities reflects automakers’ urgent need for higher traffic-to-conversion efficiency and the diminishing returns of their previous strategies.