Jaecoo has launched a new UK campaign aimed at competing with established premium car brands.

The campaign highlights the car’s features and value, emphasising that it delivers luxury without the usual high price tag.

According to the car brand, this initiative is part of a broader strategy to establish itself in the UK market.

The campaign will be rolled out across TV, video-on-demand, and out-of-home channels, as well as being linked to the brand’s European Professional Club Rugby sponsorship.

John Zhong, brand director at OMODA and JAECOO UK said: “Who Wot Why has been instrumental in landing this new car marque in the UK market.

“We have the perfect opportunity in the UK to demonstrate true value against the established brands, and the work developed by Who Wot Why lands our core credentials in a way that’s tonally appropriate for the market; through understated behaviours that demonstrate we know our worth.”

Matt Gooden, joint CCO and co-founder at Who Wot Why, added: “We’re proud of the ‘earning our badge’ campaign for this incredible, fast-moving company. To be working with a brand with a clean slate backed up by incredible product doesn’t get much better.”