‍‍Background

Chery needed sports marketing to prove the quality of Rely cars, and to display itself as a new power of made-in-China.

Yutang Diagnosis

Rally race is the game which would test automobile qualities. The Dakar Rally is the world’s largest, toughest, and the most dangerous off-road automobile rally raid. It would be the best platform to show safety and quality standard of autos.

Strategy and implementation

Chery sent two Rely X5 to the race, and both of them completed the race successfully.

Result

“Made-in-China” passed the test of the rally, and provided more confidence to following brands to take part in the race.‍‍