Global automotive manufacturer, Chery Motors, has appointed M&C Saatchi Group to spearhead the launch of its Jaecoo brand in Australia. The partnership will utilise various disciplines from the M&C Saatchi Group, including Creative, PR, Influencer, and Social.

The agency secured the contract after a competitive pitch earlier this year and has been tasked with a full strategic and creative remit to launch the brand with the J7 launching in early 2025 and further models through 2025 and beyond.

The Jaecoo range promises to offer a blend of luxury, performance, and versatility. The brand was first introduced at the Shanghai International Auto Show in April 2023. The brand name ‘Jaecoo’ is derived from the German word ‘Jäger’, signifying adventure, freedom, and a connection with nature.

“Selecting to partner with M&C Saatchi as our creative agency was a natural decision, driven by their ability to blend innovation with impactful storytelling,” Lewis Lu, CEO of Chery Motor Australia, stated. “Their strategic approach and understanding of our brand have already begun to elevate our narrative and how we will connect with customers.”

Michael McEwan, M&C Saatchi Agency CEO, expressed his excitement about the project, saying, “It’s a truly rare and privileged opportunity to help creatively announce the new Jaecoo brand to Australia. The Jaecoo team have big ambitions and a brilliant product packed with innovation.

“Together with the team at Chery Motors, we have been creating a bespoke team with the full complement of capability from across the M&C Saatchi Group to deliver on their ambition.”

M&C Saatchi Group’s remit covers all brand and model-specific creative development as well as social, PR, and influencer strategy. The Jaecoo brand joins other recent business wins for M&C Saatchi Group, including MYOB and Australian Red Cross Lifeblood.