Remember when your biggest design brief was “make it blue” and the only fuel you needed was glitter glue? Well, Chery just handed that brief a megawatt battery and a stage. Enter Chery Kids – a playful, long-term initiative from Chery UAE (represented locally by the one-and-only AW Rostamani Group) that turns family time into a creativity lab. Think art class meets tiny think-tank – with crayons, colour palettes, and very big dreams.
What is Chery Kids?
Chery Kids is a family-centric platform built to spark curiosity, encourage play, and give children a friendly runway to stretch their creative muscles. It’s not a one-off gimmick – it’s a long-term commitment to making learning, exploration, and imaginative play central to community life in the UAE. Expect hands-on activities, family-focused activations, and programmes that treat kids like creators, not just passengers.
The first act: Chery Got Talent – tiny designers, huge ideas
Chery Got Talent is the launchpad: a nationwide invite for kids to design their dream cars. Colour, flair, and personality are the brief – and there are no wrong answers (unless someone paints a unicorn as a fuel type, which honestly we’d support). The idea is simple: use art to get kids thinking about mobility and the future – and let them tell grown-ups what the world should look like tomorrow.
Why this matters
This isn’t just finger-paint fun. It’s a neat way to:
- Encourage creative problem-solving from a young age.
- Build family moments around shared projects (read: fridge-worthy masterpieces).
- Reframe an automotive brand as a community-builder that invests in people, not just products.
Chery Kids positions the brand as a people-first company – one that sees innovation beginning in childhood and creativity steering the conversation.
Words from the driver’s seat
“With Chery Kids, we are creating a space where imagination can thrive; a world where children feel empowered to dream, design, and express themselves. This initiative reflects Chery’s belief that innovation begins in childhood, and that creativity is the engine that drives the future. Chery Got Talent is the first step in this exciting journey, inviting young creators to bring their ideas to life and inspiring families to share in the joy of discovery.”
– Zaher Sabbagh, Director of Chery UAE
What can families expect next?
Chery has signalled that Chery Got Talent is only the beginning. In the coming months, families can look forward to more workshops, activations, and community events that put kids at the centre of learning-by-doing. Whether it’s interactive sessions, design clinics, or local showcases, the emphasis will be on creative expression and shared experiences – the kind you talk about in the car on the way home.
Final lap: why this feels refreshingly human
At a time when brands often talk about tech-first futures, Chery Kids is a sweet reminder that the future also lives in crayons, conversations, and shared meals. By turning a showroom into a studio and a brand into a playground for ideas, Chery UAE is doing something quietly clever: investing in imagination. And honestly, if the next generation draws electric cars shaped like spaceships and they actually work – we’re all in.
Want your kid’s doodle to be part of the next generation’s “design brief”? Keep an eye out for the Chery Got Talent entry announcements and local family activations – this is one project where everyone wins a gold star.
Images: Supplied
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