Peruvian Chef Rodrigo Fernandini Becomes Chery Peru's New Brand Ambassador
Chery Peru has appointed renowned Peruvian chef Rodrigo Fernandini as its new brand ambassador, integrating him into the company's strategy to deepen its connection with the Peruvian public through gastronomy. This partnership aims to leverage the cultural significance of food in Peru, representing identity, creativity, and shared experiences.
Fernandini, originally from Chiclayo and trained at Le Cordon Bleu Lima, brings a distinguished career that blends culinary expertise with entrepreneurship and international projection. He previously introduced Peruvian cuisine to New York with his restaurant Artesano and recently opened Fernandini in Peru, establishing himself as a prominent figure among the new generation of Peruvian chefs. Chery Peru's Brand Manager, Cecilia Riva, highlighted Fernandini's dedication, passion, and commitment to excellence as values that align with the brand's vision of building closer relationships with consumers beyond vehicles.
As part of this collaboration, Fernandini will feature the TIGGO 9, Chery's flagship SUV, which embodies the brand's advancements in design, technology, safety, and comfort. This alliance coincides with Chery's recent recognition as the Best Chinese Automotive Brand 2026 by Best Car of the Year, underscoring its commitment to innovation and quality. Globally, Chery boasts over 18 million users in more than 130 countries, is a Fortune Global 500 company, and has been China's leading automotive exporter for over 22 consecutive years.
Chery Peru's strategic partnership with chef Rodrigo Fernandini signals a sophisticated approach to brand building, moving beyond traditional automotive marketing to engage consumers through cultural touchstones like gastronomy. This strategy leverages the deep societal importance of food in Peru to foster emotional connections and brand loyalty. By aligning with a chef who embodies innovation and excellence, Chery aims to project these qualities onto its vehicles, particularly the TIGGO 9 SUV. This initiative reflects a broader trend of global brands seeking authentic cultural integration to enhance market penetration and consumer trust. The partnership also coincides with significant international accolades for Chery, suggesting a coordinated effort to bolster its reputation and market position in Peru and beyond, positioning itself as a forward-thinking player in the automotive sector.
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