In March this year, Huawei announced that it had recruited Chinese-born American actress Liu Yifei as the brand ambassador for Luxeed, the premium EV offering from Harmony Intelligent Mobility Alliance (HIMA) smart vehicle ecosystem, a cooperative brand between HIMA and Chery.
Liu Yifei is best known in the West as the face of Disney’s live-action Mulan, but most recently she has enjoyed viral popularity for her performance in the hit TV show The Tale of Rose. Since late April, Luxeed has been releasing a series of promo videos featuring Liu, seemingly reprising her role as Rose, around the themes of dream, freedom, independence and romance, also key concepts of The Tale of Rose. In the month of May, Luxeed will also be bringing a 3D short film to out-of-home screens across China.
- #智界 刘亦菲 Luxeed Liu Yifei: 37.03 million views on Weibo, ranking number 1 on the Hot Search list
- #刘亦菲鸿蒙智行智界品牌大使 Liu Yifei, HIMA Luxeed brand ambassador: 330 million views on Weibo
The internet was left gasping over the captivating beauty of Liu, while being reminded of the strong and independent woman she portrayed. Pundits noted that the campaign is part of a trend that automakers are following to try and attract more female audiences, both as potential individual customers and the decision maker in family car purchases.
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