Chery UK Puts Endurance Front and Center With Mo Farah in Hybrid Push

Chery UK puts endurance at the center of its pitch.

The automaker has partnered with Sir Mo Farah CBE for its first technology-led campaign, using the four-time Olympic gold medalist as the face of its Chery Super Hybrid (CSH) system.

Created by TEAM LEWIS, the campaign creates a direct parallel between Farah’s long-distance dominance and the brand’s extended driving range, which reaches up to 745 miles on select models.

If Farah is known for going the distance, then so is Chery’s hybrid technology.

That comparison sits at the core of the campaign’s narrative, giving the brand a way to explain a technical product through something instantly recognizable.

"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," said Farah.

"The car is amazing — sleek design, comfortable and practical, and I loved the massage seats."

For Chery, the move is a refinement of its brand marketing strategy as it builds awareness in the UK.

The company has made a serious effort to expand its footprint with a growing retail network and an increasing focus on electrified models.

This campaign acts as that bridge between product innovation and mainstream appeal.

TEAM LEWIS, which was appointed as Chery UK’s strategic and creative agency in 2025, sees the campaign as a continuation of its effort to localize the brand.

"He isn’t just an ambassador; he’s the perfect metaphor for a car built to go the distance," said Max Sellers, creative director at TEAM LEWIS.

Running the Idea Across Channels

The campaign's hero film and TV commercial draws direct comparisons between Farah’s physical endurance and the vehicle’s energy efficiency.

It starts with lights turning on, engines revving, gears grinding, and Farah preparing for a run.

As the EV makes its way out of the building, so does the Olympic gold medalist.

A series of close-up shots, running and driving through smoke, tunnels, and scenic landscapes, drives home the point that the two use energy differently. 

Beyond film, Chery is activating around the London Marathon with out-of-home placements.

The brand is also moving the idea into paid social, with content tailored for TikTok, Instagram, and Facebook to reach younger drivers and urban commuters.

Lastly, partnership events with URUNN further push the running theme.

This multi-channel approach ensures that the message reaches athletes and car enthusiasts.

Notably, the campaign also builds on Chery’s earlier work with personalities like Abbey Clancy and Peter Crouch, but changes the focus from everyday family life to pure performance.

It marks a step forward for the brand and how it communicates its technology.

Chery’s Endurance-Led Campaign

Chery translates complex technology into something people already understand.

This serves as the core idea behind the campaign, offering us a lesson in automotive marketing: 

• Matching a product’s core benefit with a well-known personality can simplify technical messaging and improve the brand's recall.
• Campaigns gain strength when they extend beyond ads into real-world moments like events and contextual activations.
• Social media marketing can greatly influence the driver's decisions, with 60% of car shoppers using social media for buying research. 

Chery’s expansion plans add context to the push.

Last year, it reported nearly 4,000 vehicles sold in its first quarter in the country, marking a notable entry into the competitive SUV market.

Now, it's outlining ambitions to reach 10 million export customers by 2030, while continuing to grow its UK presence with new models like the soon-to-launch TIGGO 4 CSH.

Our Take: Does Performance Sell Better Than Specs?

Too many car ads drown in numbers that mean nothing to most people.

But for Chery, it's different.

It takes a stat like 745 miles and gives it a heartbeat through someone who’s built a career on endurance. 

You’re not asking the audience to understand hybrid engineering.

You're giving them a reason to believe it lasts longer than everything else.

If Chery keeps pushing this kind of clarity, it might earn a place in a market that doesn’t easily trust new names.

In other news, Lexus recently collaborated with Laufey to create a one-of-one RZ inspired by Miles Davis’ "Blue In Green" composition.

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