Chery turns the spotlight on accessibility and green steps at the Asian Youth Para Games

Closing ceremony stage becomes a practical showcase of inclusion

At the 2025 Asian Youth Para Games closing ceremony, Chinese automaker Chery quietly turned a corporate sponsorship into a visible moment. Rather than just slapping its logo on a banner, the company supplied wheelchair-accessible vans, staffed accessible transport hubs around the site and rolled out low-emission vehicles for official use. Athletes and families arriving for the ceremony found ramps, designated drop-off lanes and staff trained to assist people with mobility needs — small things that changed the tone of the evening.

The scene was low-key but tangible: volunteers helping fold and stow wheelchairs into custom adapters, a line of compact, cleaner-running cars ready to shuttle delegations, and a Chery-branded information booth where visitors could try an adapted vehicle in a short demo. The company’s presence felt more like practical support than a marketing stunt, and for many attendees that practical help was the headline.

Sponsorship that went beyond logos: transport, site changes and sustainability moves

Chery’s sponsorship included several concrete actions. The firm provided a fleet of adapted vehicles for athletes, officials and volunteers. Organizers said those vehicles replaced older vans that could not easily take wheelchairs, cutting travel friction for participants who otherwise faced long waits and complex transfers.

The company also funded accessibility upgrades at the venue: temporary ramps, widened entryways and better signage for accessible routes. Event staff received quick training sessions on how to handle mobility equipment and guide visually impaired guests. Chery ran a pair of on-site ‘mobility hubs’ where athletes could recharge assistive devices and get last-minute support.

On the sustainability side, Chery placed low-emission or hybrid models into daily event operations and installed a small number of rapid chargers at the games village to support electric vehicles on site. Waste bins for recyclable materials were stationed near concession areas, and the company said catering partners used compostable serving ware at some vendor tents. There were also event activations aimed at educating the public about accessible vehicle design and energy efficiency, including short demos of how a vehicle is adapted for a wheelchair user.

In addition to on-site help, Chery announced a donation program: a limited number of adapted vehicles and maintenance support earmarked for local disability groups after the games. That pledge gives the support a life beyond the ceremony itself, shifting the intervention from one-off help to a promise of ongoing utility.

Voices on the ground: gratitude and cautious praise

Chery framed its role simply. A company spokesperson said the firm wanted to show how mobility can be both inclusive and cleaner, adding that the games were a chance to demonstrate design features for people with disabilities.

Organizers welcomed the backing. One games official described the partnership as “practical and timely,” saying the company’s vehicles and chairs reduced stress for athletes and sped up logistics during a busy week.

Athletes and family members offered warm, immediate reactions. Several attendees praised the ramps and trained staff; one para-athlete noted that being able to travel to venues without long waits made the whole experience less tiring and more dignified. At the same time, a few disability advocates attending the games stressed that such interventions need to be permanent to matter — temporary ramps can help on one weekend, but lasting access requires long-term planning and investment.

Where this fits in the wider shift: cars, CSR and a new focus on accessibility

Chery’s moves reflect a broader trend in the auto industry. Automakers are under pressure to show they can do more than sell cars — they must also prove they are building sustainable, inclusive products and backing social causes that align with public expectations. Sponsoring sports events, especially para-sport events, gives firms a visible platform to link product features with social values.

That matters because accessibility is now part of the conversation about mobility. For decades, carmakers focused mostly on performance, safety and fuel economy. Today, features that make vehicles easy to enter, adapt and maintain for people with disabilities are increasingly discussed as baseline responsibilities, not niche options. Public events like the Asian Youth Para Games give companies a chance to show rather than tell.

At the same time, this is part of a marketing playbook: sustainability and inclusion are among the corporate themes that resonate with younger consumers and civic leaders. Showing up at a para-sport event can burnish a brand’s social credentials more credibly than a billboard — but only if the actions feel genuine and sustained.

Short-term gains and the real test ahead

In the weeks after the games, Chery can expect a modest reputational boost, especially in regions where the company seeks to grow. The hands-on support improved the experience for dozens of athletes and families and gave local disability groups equipment they can use beyond the event.

That goodwill is useful, but it will only go so far. Critics are likely to watch whether Chery follows through on its donation promises and whether the company pushes accessibility up the list in its product development and dealer networks. If the firm treats the games as a one-off PR moment, the positive impressions will fade. If it turns the pledge into ongoing support for local mobility programs and shows more accessible options in its showrooms, the move could become a stronger part of Chery’s public identity.

For now, the company’s presence at the Asian Youth Para Games read as a practical example of corporate social responsibility — not just a slogan. The test will be whether that practicality turns into lasting change for people who need it most.

Sources

• prnewswire.com