# Chinese electric vehicle manufacturer NIO has announced basketball legend Yao Ming as the face of its new flagship SUV.

*robotics, business · news · 2026-05-27 · Devdiscourse*

## Key points

- NIO has appointed Yao Ming as the global ambassador for its new ES9 flagship SUV.
- The ES9 is now China's largest battery-electric SUV, signifying NIO's technological ambitions.
- NIO is increasing focus on premium models and celebrity endorsements to drive international growth.
- Recent launches suggest NIO is targeting overseas markets for future expansion as domestic sales plateau.

In a strategic move to bolster its global presence, Chinese electric vehicle manufacturer NIO has announced basketball legend Yao Ming as the face of its new flagship SUV, the ES9. The launch marks a notable chapter as NIO introduces China's largest battery-electric SUV, underscoring its pursuit of international markets. As domestic sales plateau, Chinese automakers, including NIO, are pivoting towards premium models for enhanced profitability. NIO's strategy mirrors industry trends, leveraging celebrity endorsements and partnerships to elevate brand appeal worldwide—exemplified by Yao Ming's new role and Daniel Craig's association with BYD's Denza. NIO's ES9 boasts a capacious interior with cutting-edge technology, emphasizing comfort and innovation, highlighted during the Beijing launch by CEO William Li and Yao Ming. With notable growth in early 2023, NIO is poised to redefine luxury in the global EV sector, banking on strong overseas sales in the coming years. (With inputs from agencies.)

**Companies:** NIO
**Countries:** China

[Read the full story on Devdiscourse](https://www.devdiscourse.com/article/business/3923666-nio-teams-up-with-yao-ming-to-launch-chinas-largest-electric-suv)

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