Chery Embraces SA Creativity With Bold New Collab
Something special is stirring in the world of Chery, and it’s got everything to do with homegrown talent, bold expression, and a fresh perspective on what it means to design for every kind of you.
The Chinese automaker, known for pushing boundaries and creating standout vehicles like the Tiggo range, has launched a brand-new initiative that’s got the whole team at Group1 Chery genuinely excited.
This isn’t just a design update. This is Chery stepping into a powerful space of artistic collaboration, beginning with a proudly South African artist who’s making waves far beyond the gallery walls.
Meet The Artist: Samurai Farai
Farai Engelbrecht, better known by his creative moniker Samurai Farai, is not your everyday artist. He’s a multi-hyphenate powerhouse: a painter, curator, gallerist and visual storyteller with a unique, Afrocentric approach that brings raw emotion and vibrant symbolism into everything he touches.
With Zimbabwean and Afrikaans roots, Farai’s work is layered, unapologetically expressive and deeply rooted in the idea of identity. His latest canvas? The all-new Chery Tiggo Cross.
The Tiggo Cross Gets A Bold New Look
At first glance, the Chery Tiggo Cross is a stand-out SUV, sporty, versatile, and designed for drivers who aren’t afraid to forge their own path. But now, it’s become something even more powerful: a literal moving artwork that celebrates individuality, diversity and South African identity.
For this first-ever Art Car Collaboration, Samurai Farai was given the creative freedom to hand-paint a Tiggo Cross. The result is nothing short of remarkable. Drenched in bold colours, layered with his signature symbolic language, and echoing the hues of our rainbow nation, the vehicle becomes a rolling celebration of Ubuntu. This is based on the notion that we are all connected through community, experience, and self-expression.
Built For Every Kind Of You
This collaboration isn’t just about cool visuals. It’s about storytelling. Chery’s goal with this project was to create a platform where the values of design, innovation and identity could meet in a tangible, impactful way. And in Farai, they found the perfect creative partner.His art speaks to the complexity of the human experience, the parts we show and the parts we hide. His invented symbolic language, which originated during his time at Michaelis, serves as a coded expression of emotion and thought, creating space for introspection and connection beyond words.
By bringing this into the automotive world, Chery is saying something bold: Our vehicles are not just tools for getting from A to B. They are extensions of who we are. And in the case of the Tiggo Cross, it’s a celebration of every version of you–past, present and still emerging.
Why This Collab Matters
There’s something deeply affirming about seeing a global brand champion South African art in this way. Without being loud or boastful, Chery is putting the spotlight on local creators who are reshaping culture from the inside out. It’s a move that feels thoughtful, authentic and incredibly timely.
At Group1 Chery, we’re thrilled to see the brand take such a creative leap – not just because the results look phenomenal (and trust us, they do) but because it signals a broader vision. One that values expression, community and innovation in equal measure.
Just The Beginning…
The most exciting part? This is only the first of many collaborations to come. Chery has hinted at more partnerships with South African artists, and if this debut is anything to go by, we’re in for something truly extraordinary.
Whether you’re an art lover, a proud supporter of local talent, or someone who just enjoys seeing the unexpected in everyday spaces, this initiative offers a powerful reminder of what’s possible when creativity meets the open road. Keep an eye on this space. There’s a new kind of journey taking shape, and it starts right here in Mzansi.
Stay In The Loop With Group1 Chery
We’ll be keeping you posted on upcoming Chery collaborations, local stories worth telling, and everything exciting happening in the world of Group1 Chery. Check back soon or sign up for more updates, and in the meantime, feel free to stop by one of our showrooms to see what individuality on four wheels really looks like.
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