A notable shift is redefining consumer behavior in Brazil, with consumers showing increasing enthusiasm for products and technologies from Chinese brands. This growing preference is based on the perception that China’s technological innovation, on several fronts, already surpasses that of the United States, marking a new chapter in the global fight for markets. Historically, Chinese products were associated with low cost and inferior quality, but this view has been transformed by the rapid evolution and Chinese dominance in sectors such as smartphones, drones and electric vehicles, which demonstrate the capacity for innovation and high performance, changing the popular perception about the origin of cutting-edge technology.
A striking example of this cultural turn is the choice of the family of presenter Fernanda Lima and chef Rodrigo Hilbert, considered one of the most beloved couples in the country, to represent Geely. Known for their successful image and exemplary family, the couple, together with their model children, now serve as ambassadors for the Chinese electric vehicle brand, a strategic move for the company.
The family’s impact on Brazilian culture is undeniable, and the director of Renault Geely, Jianjun Chen, highlights the importance of this influence for the brand’s acceptance in the national territory. According to Chen, the public’s positive perception of strong public figures such as Fernanda Lima and Rodrigo Hilbert is a valuable asset in the Chinese automaker’s consolidation process. The company, which began operations in Brazil just a year ago, is investing heavily in aggressive marketing strategies to accelerate its insertion and recognition in the competitive automotive market.
