Chery Motor Australia and UM Australia have partnered with Vogue Australia for the launch of two new Chery models, the Omoda E5 and Tiggo 4 Pro. The cross-platform campaign aims to build brand awareness among Gen Z and Millennial consumers, who make up 68% of Vogue Australia's total audience.

The campaign will include native content, high-impact ad formats, and multi-format video that will run across Vogue Australia’s digital, print, and social channels. The campaign will also be amplified across the wider News Corp Australia network, the nation's leading news and information publisher, reaching four in five online Australians with an audience of 17.563 million.

The launch of the new Chery models will be celebrated with an exclusive event in Sydney, co-hosted by Vogue Australia and featuring Chery ambassador Erin Holland.

Chery Motor, recognised globally for its commitment to innovation, style, and technology, is the fastest-growing automotive brand in Australia. The company has a global presence of over 14 million customers worldwide. The Omoda E5 marks Chery's first foray into the electric vehicle market, while the Tiggo 4 Pro is a new compact SUV.

News Corp Australia Managing Director of Client Partnerships, Lou Barrett, said: "We are thrilled to partner with Chery and UM in a campaign that perfectly encapsulates the power of collaboration and innovation. Our National Client Partnerships team is focused on delivering seamless, integrated solutions that drive growth for our clients. This campaign is a prime example of how we leverage data-led strategies, creativity, and multi-platform reach to connect brands with the right audiences, ensuring we exceed client expectations and set new benchmarks for industry success."

Chery Motor Australia CEO, Lewis Lu, said: "This is a landmark event for Chery as we launch two innovative new models, including our first electric vehicle, the Omoda E5, and the street-smart new compact SUV, the Tiggo 4 Pro, and we are delighted to partner with Vogue Australia, one of the world’s most prestigious brands for this celebration of innovation. Collaborating with Vogue Australia highlights Chery’s innovative and refined style, and this event truly represents an expression of technology and fashion through the shared values of Vogue Australia and Chery."

UM Australia CEO, Anathea Ruys, said: "Bringing together two brands who share a passion for style, innovation, and forward-thinking was a natural choice. By collaborating with one of the most iconic voices in fashion, Chery directly engages with a new generation of Australian consumers who value best-in-class design and seamless, modern living, an ethos they also stand by. This partnership reflects Chery’s commitment to delivering vehicles that are not just functional, but a lifestyle choice, we’re delighted to see our idea come to life."

Vogue Australia Editorial Director and Publisher, Edwina McCann, said: "With 65 years publishing history in Australia, Vogue Australia has partnered with many brands as they enter this exciting new market. We are pleased to partner with Chery Motor in a coming together of innovation and new ideas. We love the accessibility of the fashionable and innovative design that aligns with our core purpose, which is to lift up young creatives of our time, giving them a broader platform to achieve success."