Go like Mo: Sir Mo Farah CBE goes the distance with CHERY UK in new Super Hybrid campaign

CHERY UK, one of the UK’s fastest growing car brands, has today launched a new campaign with Sir Mo Farah CBE - one of the world’s most celebrated athletes.

Sir Mo is the central figure in the multi-channel campaign, which showcases the brand’s unique, proprietary Chery Super Hybrid (CSH) electrified powertrain technology. The hero film and TV commercial, devised in partnership with global marketing agency TEAM LEWIS, launches in the UK on 1 May, and was previewed last weekend with out-of-home activations at the TCS London Marathon. For CHERY UK’s first technology-focused campaign, the idea was simple: use Olympic legend and British Icon Sir Mo Farah CBE as a metaphor for CSH technology.

With up to 745 miles of total driving range* available on selected models, who better to represent exceptional endurance than a four-time gold medalist? CHERY UK and TEAM LEWIS brought the comparison to life by mapping CSH technology against Mo’s physical elite performance - creating a powerful technical narrative. Sir Mo Farah CBE, who has accumulated 10 global titles including the 'double-double' of gold medals over 5,000m and 10,000m at both the 2012 and 2016 Olympic Games, said: “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.”

Farrell Hsu, Country Director, CHERY UK, added: “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 [Chery] Super Hybrid technology.

“He’s known for going the distance, for doing it consistently, and for making it look effortless.” John Zhong, Brand Director at CHERY, said: “Sir Mo Farah is the perfect partner to showcase the endurance, innovation and performance that comes with every CHERY car.

“As we are immersing customers in our brand and products in the UK, it felt right to work with a truly British icon, as a signal of our commitment to the UK. Our goal is to be the Chinese brand that truly understands Britain.” Arun Singh, Senior Brand Manager at CHERY, said: “Working with TEAM LEWIS and Sir Mo Farah CBE, this new campaign doubles down on the strategy of authenticity and everyday relevance that reflects the core mission of our brand.

“Not everyone can run like Mo Farah – but thanks to Chery Super Hybrid technology, Britain can rack up long distances without breaking a sweat.” The campaign announcement follows the CHERY’s brand showcase at Auto China 2026 (Beijing Auto Show) and The CHERY International Business Summit - where it announced its plans to serve 10 million export customers worldwide by 2030. As China’s largest car exporter for the last 23 years, CHERY continues to build its presence in the UK, with its growth supported by an expanding TIGGO product line and growing retail network of over 70 locations.

CHERY’s next model to launch in the UK will be the CHERY TIGGO 4 CSH, available from CHERY’s nationwide dealership network from June. Starting from £19,995 OTR* for the Aspire model and from £21,995 OTR* for the Summit, the CHERY TIGGO 4 CSH is positioned as a model that is ‘packed full of life’.

*WLTP combined driving range: Chery TIGGO 8 CSH.