Buick (别克) names Jay Chou (周杰伦) as ambassador for Zhijing Shijia (至境世家) MPV in unveiling of “can't‑say secret”

Announcement

Buick (别克) today officially revealed the long‑teased “can't‑say secret”: pop superstar Jay Chou (周杰伦) will be the brand ambassador for its Zhijing Shijia (至境世家) MPV family. The reveal follows a May 20 product event where Buick used a “One More Thing” segment to plant the mystery; it has been reported that the brand hinted the guest was a “26‑year friend” before today’s confirmation.

Vehicle highlights

Buick rolled out the Zhijing Shijia Wan Jia Edition MPV earlier this month with a starting price of 419,900 yuan. The MPV measures 5,260 × 2,000 × 1,835 mm with a 3,160 mm wheelbase. Powertrain specifications are notable: the vehicle uses Buick’s “True Dragon PHEV Pro” (别克“真龙插混 Pro”) dual‑motor all‑wheel‑drive system with a combined peak output of 462 kW and 755 N·m, 0–100 km/h in 5.8 seconds, CLTC pure electric range of 224 km and a comprehensive range of around 1,320 km; it also supports 3C fast‑charging that can recharge 30%–80% in roughly 20 minutes.

Strategy and context

Why Jay Chou? In China, celebrity endorsements remain a powerful tool to signal cultural cachet and broaden appeal—Jay is a pan‑Asian star whose name reaches beyond auto buyers to mainstream consumers. For Western readers: Buick is a U.S.‑born brand under General Motors that has long leaned on China‑specific models and local marketing (through joint ventures such as SAIC‑GM) to retain relevance in a market aggressively pivoting to electrification. This appointment underscores how legacy global automakers are using high‑profile cultural figures to compete with domestic EV and MPV rivals.

What to watch

Expect the campaign to link Jay Chou’s wide appeal with Buick’s tech and performance claims as the MPV goes to market. Whether celebrity cachet moves buying decisions in a crowded Chinese NEV landscape remains to be seen, but Buick has signaled it will push both product specs and star power in tandem.