Chinese car giant steers new model into the UK market

Chinese car manufacturer Chery is eyeing a slice of the UK sector with the launch of a major ad campaign to promote its new Tiggo 7 and Tiggo 8 models, the first of the marque’s own-brand cars to enter the domestic market.

The activity, which is now live, was created by global agency Team Lewis, with media planning and buying handled by WPP Media agency Wavemaker in the UK.

Available to purchase from 25 dealerships across the nation, the new models are available as both pure petrol and plug-in hybrid models. The move follows the launch of the Omoda brand in the UK last August, and the Jaecoo brand in January of this year.

Team Lewis led the strategic launch featuring the 7-seater Tiggo 8, aiming to whet the appetite and build brand awareness among a family audience.

To generate further engagement, Wavemaker has secured a partnership with ITV, leading to Chery becoming the exclusive headline sponsor of gameshow You Bet! On Tour, across broadcast and digital, supported by a licensing deal to ensure the partnership is fully integrated.

The campaign will be further enhanced by a broader, full funnel integrated media strategy that includes TV, broadcast video-on-demand (BVOD), YouTube, out of home (OOH), social, and search to enable Chery to build fast awareness and capture attention in a highly competitive market.

Wavemaker has worked with Chery since 2024 to introduce its brands into the UK market, overseeing media planning and buying for the launches of Omoda and Jaecoo.

Wavemaker’s strategic choice of high-visibility media and multi-touchpoint approach gains national coverage while emphasising dealership proximity.

Chery UK brand director John Zhong said: “This is a hugely important market launch for us, so it was essential that we delivered both scale and quality.

“We chose to partner with Wavemaker and Team Lewis because they bring the right blend of strategic thinking, creativity, insight, and speed to market that gives us confidence in how we reach and resonate with our audience.

“We trust them to deliver, and we’re excited to see how this partnership helps us achieve our ambitions for the brand and our team in the UK.”

Wavemaker Select general manager Louise Temperley added: “Chery’s entry into the UK market marks an incredibly exciting milestone for the business.

“On a strategically important brief, our team acted quickly to deliver a large-scale media plan – harnessing extensive data insights to ensure every decision was grounded in intelligence and built for impact from day one. We can’t wait to see the impact this has for the brand within the UK market.”