Chinese car brand Chery is stepping up its assault on the UK market with a new multi-channel ad campaign for its super hybrid technology, fronted by Sir Mo Farah.
The marque, which has previously used Peter Crouch to “big up” its Tiggo 9 model, insists the new partnership reflects a shared focus on endurance, consistency and performance, aligning the athlete’s career with the positioning of its hybrid powertrain technology.
The campaign features a TV ad supported by out-of-home activity and social media content across TikTok, Instagram and Facebook.
It showcases the brand’s proprietary Chery Super Hybrid system, with Farah also featuring in content highlighting the Chery Tiggo 9.
Global agency Team Lewis handles the brand’s advertising account, while media planning and buying is run by WPP Media agency Wavemaker in the UK.
Chery UK country director Farrell Hsu said: “Sir Mo Farah’s career has been defined by consistency, resilience and the ability to perform at the highest level over time – qualities that sit at the heart of our Super Hybrid technology.
“What stood out to us with Sir Mo Farah is how naturally he represents what we’re trying to achieve as a brand. He’s known for going the distance, for doing it consistently, and for making it look effortless. That’s exactly the kind of experience we want people to have with our Chery Super Hybrid technology on every journey.”
The announcement comes as Chery continues to expand its presence in the UK, with 8,077 registrations year-to-date in 2026 and 4,544 vehicles registered in March alone.
The company said its next UK launch will be the Chery Tiggo 4 CSH, which will be available from June through its dealership network of more than 70 locations, with pricing starting from £19,995.
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