CHERY UK has unveiled a striking new multi-channel campaign fronted by Olympic legend Sir Mo Farah CBE, marking a bold step in the brand’s push to spotlight its advanced electrified technology across the UK market. Launched on Friday 1st May, the campaign introduces CHERY Super Hybrid (CSH) as its hero innovation, pairing world-class athletic endurance with next-generation automotive engineering.
At the centre of the creative concept is a powerful metaphor: Sir Mo Farah’s legendary ability to go the distance mirrors the sustained performance and efficiency of CHERY’s CSH powertrain. With up to 745 miles of total driving range available on selected models, the comparison draws a clear line between elite human endurance and advanced hybrid capability.
The campaign, developed in partnership with global marketing agency TEAM LEWIS, features a hero film and TV commercial directed by Henry Hobson. It was first previewed through out-of-home activations at the TCS London Marathon, bringing the concept to life in one of the UK’s most iconic endurance sporting moments.
Sir Mo Farah CBE, a four-time Olympic gold medallist and one of Britain’s most celebrated athletes, brings personal authenticity to the campaign. Reflecting on the partnership, he said he is proud to collaborate with CHERY, describing the experience of driving the CHERY TIGGO 9 CSH during filming as unforgettable, praising its sleek design, comfort and standout features such as massage seats.
CHERY UK leadership has positioned the collaboration as a natural alignment of values. Country Director Farrell Hsu highlighted the shared emphasis on consistency, resilience and high performance, noting that both Mo Farah and CHERY Super Hybrid technology are defined by their ability to deliver sustained excellence over time.
Brand Director John Zhong added that Sir Mo Farah represents a uniquely British icon whose global success and reputation for endurance make him an ideal ambassador for CHERY’s ambitions in the UK. He emphasised the brand’s commitment to deeper market integration and its ambition to better understand British consumers as it expands its presence.
Senior Brand Manager Arun Singh reinforced the campaign’s grounding in authenticity and everyday relevance, noting that while few can match Mo Farah’s athletic achievements, CHERY Super Hybrid technology aims to make long-distance driving effortless and accessible for everyday motorists across Britain.
The campaign launch follows a significant period of international activity for CHERY, including its showcase at Auto China 2026 in Beijing and the CHERY International Business Summit in Wuhu, where the brand outlined its ambition to serve 10 million export customers worldwide by 2030. As China’s largest car exporter for 23 consecutive years, CHERY continues to strengthen its global footprint.
In the UK, that growth is supported by an expanding TIGGO product range and a retail network of more than 70 locations nationwide. The next model to arrive will be the CHERY TIGGO 4 CSH, launching in June, positioned as a compact SUV “packed full of life” and priced from £19,995 OTR for the Aspire model, with the Summit variant starting at £21,995 OTR.
With this latest campaign, CHERY UK is not only introducing its technology to a wider audience but also framing its brand story through the language of endurance, performance and human achievement, with Sir Mo Farah standing as its most powerful symbol.
