CHERY UK has unveiled a high-profile partnership with multiple Olympic, World and European champion Sir Mo Farah CBE, bringing one of the most recognisable names in global sport into the centre of its latest brand campaign focused on its advanced hybrid innovation.
At the heart of the collaboration is CHERY UK’s proprietary Chery Super Hybrid (CSH) powertrain system, a plug-in and pure-hybrid technology designed to maximise efficiency, extend range and deliver seamless adaptability across everyday driving conditions. The campaign positions this engineering philosophy alongside Sir Mo’s legendary reputation for endurance, discipline and sustained high performance.
It is a pairing that feels less like a marketing alignment and more like a shared language. Sir Mo Farah’s career, defined by his extraordinary ability to dominate long-distance track events with consistency and composure, mirrors the ambition behind CHERY’s hybrid systems: going further, using energy intelligently, and maintaining peak performance over time without compromise.
With 10 global titles to his name, including historic “double double” Olympic golds in the 5,000m and 10,000m events across London 2012 and Rio 2016, Sir Mo brings a sporting legacy built on resilience and precision. That same ethos now underpins CHERY’s message to UK drivers seeking efficiency without sacrificing capability.
Farrell Hsu, Country Director at CHERY UK, described the partnership as a natural meeting of values, highlighting consistency and endurance as shared pillars between athlete and brand. Sir Mo Farah echoed the sentiment, noting his excitement in introducing UK drivers to the technology after experiencing the CHERY TIGGO 9 CSH during filming, praising its comfort, design and unexpected luxury touches.
The campaign will roll out across multiple platforms, including a hero television commercial, cinematic brand film, large-scale out-of-home installations and a dedicated social content series spanning TikTok, Instagram and Facebook. The storytelling approach is designed to connect performance-driven engineering with real-world usability, translating hybrid innovation into something tangible and relatable for everyday journeys.
The timing also reflects CHERY UK’s accelerating momentum in the market. The brand has recorded 8,077 registrations year-to-date in 2026, with 4,544 units registered in March alone, marking its strongest month to date in the UK. Growth is being supported by an expanding product portfolio, a growing retail footprint now exceeding 70 locations, and increased visibility through high-impact partnerships such as this.
Looking ahead, CHERY continues to broaden its UK offering with the upcoming launch of the CHERY TIGGO 4 CSH, arriving in June through its national dealership network. Positioned as an accessible hybrid SUV starting from £19,995 OTR, it extends the brand’s “packed full of life” philosophy into a new segment of the market.
Together, the partnership between CHERY UK and Sir Mo Farah frames a shared narrative of progress without pause. One built on miles run and miles driven, on efficiency honed through discipline, and on the pursuit of distance not as limitation, but as possibility.
