Chery, a new automotive brand entering the UK market, faced the challenge of establishing itself as a credible and relatable choice for British consumers. The objective was to go beyond showcasing car features and instead build trust and emotional connection with UK audiences, positioning Chery as a brand that truly understands and speaks to the people.
TEAM LEWIS developed Find Your Happy as Chery’s UK brand positioning; a platform designed to move beyond product-led messaging and reflect real life and everyday moments that matter to modern British families.
The positioning launched with the Chery TIGGO 8, establishing Chery’s tone, personality and emotional entry point in the UK. It was then scaled through the launch of the flagship Chery TIGGO 9, brought to life through authentic storytelling featuring Peter Crouch and Abbey Clancy. This approach leveraged the couple’s genuine chemistry and relatable experiences, creating content that resonated with audiences and highlighted the car’s role in family, leisure, and daily routines.
The launch successfully established Chery as a credible, approachable new entrant in the UK automotive market. Find Your Happy created emotional connection and cultural relevance, generating strong awareness and positive sentiment. It provided a scalable brand platform to support future model introductions. The partnership with Peter Crouch and Abbey Clancy helped Chery stand out from competitors, making the TIGGO 9 not just a new car, but a new part of British life.