Mo Farah fronts Chery UK Hybrid tech push

As automotive brands accelerate their shift toward electrification, storytelling is increasingly focused on translating technical capability into human performance narratives. Against this backdrop, CHERY has launched a UK campaign positioning its Super Hybrid technology through the lens of endurance, partnering with Olympic athlete Mo Farah to anchor its message of range and efficiency.

The campaign, developed by TEAM LEWIS, marks CHERY UK’s first technology-led push in the market and centres on a simple comparison: sustained athletic performance and long-distance driving capability.

Hybrid technology translated into human endurance

At the core of the campaign is CHERY’s Super Hybrid (CSH) powertrain, which the brand positions as capable of delivering extended driving range on selected models. The creative direction draws parallels between this technical specification and Farah’s reputation for consistency and stamina across elite long-distance events.

The strategy reframes automotive performance metrics into human terms, using sport as a bridge to make hybrid efficiency more relatable to consumers evaluating electric transition technologies.

Sir Mo Farah CBE: "I'm so proud to launch this new partnership with CHERY. It's such a unique brand, and I'm very excited to help introduce Chery Super Hybrid technology to more motorists across the UK. Experiencing the CHERY TIGGO 9 CSH during the shoot was also an unforgettable experience. The car is amazing - sleek design, comfortable and practical, and I loved the massage seats."

Endurance narrative underpins brand positioning

CHERY UK is using the partnership to reinforce messaging around reliability, range and sustained performance, aligning product capability with Farah’s sporting legacy. The campaign spans film, television, social media and experiential activations, including London Marathon tie-ins and retail events.

Farrell Hsu, Country Director, CHERY UK: "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. He's known for going the distance, for doing it consistently, and for making it look effortless."

Cultural relevance supports market entry strategy

The campaign forms part of CHERY’s wider UK expansion strategy as the Chinese manufacturer continues to build its presence in European markets. It follows earlier brand work focused on everyday lifestyle storytelling and aims to increase familiarity through culturally anchored partnerships.

Max Sellers, Creative Director at TEAM LEWIS: "Just as Mo is famous for his incredible endurance and pacing, Chery's Super Hybrid technology is all about smart energy management and going further. He isn't just an ambassador; he's the perfect metaphor for a car built to go the distance."

Brand builds UK positioning through sport-led storytelling

CHERY is currently expanding its UK retail footprint alongside its TIGGO product range, positioning itself within the growing hybrid and electrified vehicle segment. The campaign aligns with broader industry trends where technical automotive claims are increasingly communicated through sport, culture and lifestyle narratives rather than engineering-led messaging.

www.cherycar.co.uk

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