Chery ad strategy is engaging, says GlobalData

LONDON: Chinese carmaker Chery Automobile’s YouTube advertising campaigns between July 2024 and June 2025 effectively position the brand as a compelling choice for consumers, according to Global Ads Platform by data and analytics firm GlobalData.

GlobalData said that by integrating themes of family safety, elegant design, and advanced technology, the ad campaigns highlight models like the Tiggo 8, Tiggo 9, and Arrizo 8 — and cater to diverse lifestyles.

GlobalData ads analyst Nimish Mittal comments, “The advertisements utilize engaging visuals and emphasize innovative features such as advanced driver-assistance systems, and connectivity options, reflecting Chery's commitment to expanding its presence in various global markets.”

Below are the key focus areas of Chery’s advertisements, revealed by GlobalData’s Global Ads Platform:

Safety and family protection: The Arrizo 8 ad showcases its elegant exterior and comfortable exploration capabilities, appealing to consumers who value aesthetics and cultural experiences.

Meanwhile, the Tiggo ad emphasizes its versatility and adaptability, navigating diverse terrains while providing a smooth driving experience.

This focus appeals to parents and safety-conscious consumers, positioning Chery as a reliable choice for family transportation.

Advanced technology and design: The Arrizo 8 and Tiggo advertisements highlight the elegant designs of Chery vehicles while showcasing advanced technology features, such as seamless smartphone integration and innovative driver-assistance systems.

By presenting its products in picturesque settings, Chery connects its vehicles with a sophisticated lifestyle, appealing to style-conscious and tech-savvy consumers who appreciate aesthetics and modern solutions in their automotive choices.

Adventure and exploration: The advertisements, particularly for the Tiggo series, evoke a sense of adventure and exploration.

By featuring vehicles navigating diverse terrains and scenic landscapes, the brand appeals to consumers seeking a vehicle that complements their adventurous spirit and desire for travel.

Cultural connection and experience: The "Paris Tour" campaign seamlessly integrates Chery's vehicles with local culture and iconic landmarks, resonating with consumers' desires for meaningful experiences.

The "Illuminate Journey" and "Chery Brand Night" campaigns position its cars within vibrant lifestyles, connecting with audiences who value exploration and sophistication for cultural discovery.

Mittal concludes, “Chery's advertising strategy reflects a clear understanding of evolving consumer values, where emotional connection, safety, and lifestyle integration matter as much as performance."

"By weaving narratives of cultural exploration and tech-enabled mobility, Chery not only elevates its brand perception but also aligns itself with the aspirations of the next-generation car buyer seeking purpose, prestige, and practicality in one package.”