Chery has partnered with Sir Mo Farah to front a UK campaign aimed at boosting brand awareness and promoting its hybrid technology.
The athlete will front a new multi-channel campaign focused on the brand’s Chery Super Hybrid technology, spanning TV, social media and out-of-home advertising.
The move signals a more aggressive marketing push from Chery as it looks to strengthen its position in the UK market following a period of rapid growth.
Farah will be the central figure in the campaign, which links his endurance and performance credentials with the positioning of Chery’s hybrid powertrain.
The campaign will include a hero film and TV commercial, alongside a content series across TikTok, Instagram and Facebook.
Farrell Hsu, country director at Chery UK, said the partnership was designed to reflect the core attributes of the brand’s technology.
He said Farah’s career has been defined by consistency, resilience and high level performance over time, which align with the principles behind the Chery Super Hybrid system.
Hsu said: “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 campaign comes as Chery continues to expand its UK footprint, supported by growing registrations and an increasing retail network of more than 70 locations.
The brand recorded 8,077 registrations year to date in 2026, including 4,544 units in March, its strongest month in the UK so far.
Chery is also preparing to launch the Tiggo 4 CSH in June, with pricing starting from £19,995 on the road, as it looks to build further volume in the UK market.