Liu Yifei Named Ambassador for Zhijie Auto

[Brand Endorsement] Liu Yifei has officially been appointed as the brand ambassador for Zhijie Auto, a marque under Harmony Intelligent Mobility Alliance (HIMA).

Core Development: First Ambassador Secured – The 'Fairy Sister'

Liu Yifei made her debut as brand ambassador on March 20, 2025, and was officially upgraded to Zhijie Auto Brand Ambassador on April 13, 2026, concurrently participating in the promotional campaign for Zhijie’s first MPV, the Zhijie V9. The Zhijie R7, which she endorses, starts at RMB 249,800 and highlights features such as intelligent parking, zero-gravity seats, and microphone-free karaoke.

Strategic Rationale: Image Alignment with Tech-Forward, Youth-Oriented Positioning

Liu Yifei’s public persona—characterized by independence, confidence, and romantic elegance—closely aligns with Zhijie’s strategic emphasis on smart technology and young consumers. This partnership marks her first-ever automotive endorsement, underscoring the brand’s focus on forging premium emotional connections.

Industry Impact: New EV Players Double Down on Celebrity Marketing

Although Zhijie’s current sales volume has yet to reach mainstream levels, leveraging a highly recognizable ambassador to strengthen brand awareness could prove pivotal in achieving differentiation within the competitive new energy vehicle segment.