Chery's Sweet Deal: Driving Regional Tourism with Cherry Trails

SYDNEY, NSW – January 08, 2026 – As Australian families make the most of the summer holidays, automotive brand Chery is steering drivers off the beaten path and into the heart of the nation's cherry season. The company today launched Chery Cherry Trails, a nationwide initiative that swaps traditional car sales pitches for curated road trip itineraries, aiming to embed its vehicles into the fabric of the Australian summer experience.

The campaign provides state-by-state guides designed for families and food lovers, mapping out scenic drives through prime cherry-growing regions. These trails encourage short getaways and day trips, turning a simple drive into a culinary adventure filled with pick-your-own orchards, farm gate stalls, and local bakeries.

Driving Experiences, Not Just Cars

This initiative marks a significant strategic pivot in automotive marketing, shifting the focus from horsepower and handling to the creation of memorable lifestyle experiences. For Chery, one of Australia's fastest-growing car brands, the campaign is a calculated move to build a deeper, more emotional connection with consumers. By associating its brand with the cherished tradition of the summer road trip, the company is positioning itself as an enabler of family adventures rather than just a mode of transport.

This experiential approach aligns with Chery's broader global strategy, which has seen the brand achieve record sales and accolades. The company, which aims to become a top-10 automotive player in Australia by 2026, recently secured prestigious "Best-Value" awards for its Tiggo 4 compact SUV and its plug-in hybrid models. The Cherry Trails campaign leverages this product strength by framing its vehicles—noted for their space, comfort, and advanced hybrid technology—as the ideal companions for the very journeys it promotes.

The strategy is an extension of its ongoing "#WithCheryWithLove" community platform, which seeks to redefine car ownership as a shared experience. Instead of a monologue about features, Chery is fostering a dialogue centered on discovery, family, and the simple pleasures of exploring one's own backyard. It’s a marketing play that suggests the journey, and the memories made along the way, are just as important as the destination.

A Sweet Boost for Regional Australia

Beyond its corporate marketing objectives, the Cherry Cherry Trails initiative carries a significant potential benefit for regional Australian economies. By directing city-dwellers towards specific agricultural areas, the campaign serves as a powerful, free-of-charge promotional tool for local tourism operators and small businesses still recovering from recent economic pressures.

The detailed itineraries spotlight a diverse range of regions, from the well-known cherry capital of Young in New South Wales to the cooler climate groves of Queensland's Granite Belt. In Victoria, the trail winds through the Yarra Valley and Dandenong Ranges, while in South Australia, it guides travelers through the picturesque Adelaide Hills, highlighting specific orchards like Marble Hill Cherry Farm. The campaign also maps out longer journeys for Western Australia and Tasmania, ensuring a nationwide scope.

Each trail is designed to be more than a single-activity trip. They encourage visitors to linger, combining a visit to an orchard with stops at local wineries, cafes, and village markets. This model promotes a more immersive form of tourism that distributes economic benefits across a wider community. By celebrating local producers and the unique character of regional towns, Chery's campaign fosters a symbiotic relationship where corporate marketing goals align with grassroots economic development. For many small-scale growers and regional businesses, the increased foot traffic driven by such a high-profile campaign could provide a welcome boost during a critical sales season.

Redefining the Aussie Family Road Trip

The campaign is laser-focused on the Australian family, a key demographic in the competitive SUV market. Chery has tapped into the cultural significance of the summer holiday, a time synonymous with packing up the car and seeking adventure. By theming the experience around cherry picking—a wholesome, family-friendly activity—the brand connects with the values and aspirations of its target audience.

The press release emphasizes that Chery's range of vehicles, which includes the 7-seater Tiggo 8 Pro Max and several hybrid variants, is "built for long distances and varied conditions." The Cherry Trails provide a tangible context for these claims. The routes, which blend highway driving with scenic country roads, implicitly showcase the vehicles' versatility, comfort, and fuel efficiency—key considerations for any family planning a trip.

This approach subtly reframes the car-buying decision. It moves beyond a checklist of specifications and asks a more evocative question: What kind of experiences do you want to have with your family? By providing a ready-made answer complete with maps and destinations, Chery is not just selling an SUV; it is selling the promise of a memorable summer adventure, positioning its vehicles as an essential piece of equipment for modern family life.

A Calculated Move in a Competitive Market

While many automotive brands use lifestyle imagery in their advertising, the specificity and practicality of the Cherry Cherry Trails set it apart. It moves beyond generic scenes of cars on empty mountain roads and offers a concrete, actionable plan for a weekend activity. This level of detail demonstrates a nuanced understanding of the Australian consumer, who increasingly values authenticity and local experiences.

The campaign's seasonal timing is also astute, capitalizing on a narrow window when cherries and summer holidays are top of mind. This creates a sense of immediacy and relevance that broader, evergreen marketing campaigns can lack. It allows Chery to dominate a specific cultural conversation, however briefly, and build brand recognition in a unique and memorable way.

In a market crowded with established giants, this innovative strategy allows Chery to carve out a distinct identity. The initiative cleverly combines public relations, content marketing, and a partnership with regional Australia to create a narrative that is both commercially driven and culturally resonant. For now, the trails offer a clear route for families looking to add a new, sweet chapter to their summer holiday story.