iCAUR is the global new energy brand under Chery Holding Group, operating under the name "iCAR" in the Chinese market. It was launched by Chery Group as its fourth sub-brand and first independent new energy electric brand on the eve of the Shanghai Auto Show in April 2023. The brand's core positioning is to create "cool and valuable" new energy vehicles for young users around the world. To avoid trademark conflicts with tech giant Apple in the automotive field, iCAR was officially renamed "iCAUR" for overseas markets, reflecting the brand's proactive approach to mitigating legal risks and actively advancing its internationalization strategy.
iCAUR is regarded by Chery Group as a key strategic breakthrough in its new energy strategy. The brand brought in Su Jun, founder of the Xiaomi ecosystem enterprise Smartmi Technology, along with his team, to participate in product design, creating a unique fusion model of "Internet product thinking + traditional automotive manufacturing systems." Chery has invested substantial resources to support this initiative, planning to invest no less than 100 billion RMB within five years, build over 300 Starlight Laboratories, and focus on core technology self-development.
In 2025, after two years of internal "Special Zone" trials and production system alignment, the iCAUR brand demonstrated strong growth momentum in the Chinese market, highlighting Chery's unique development path and differentiated positioning in the new energy track.
Startup: From iCAUR Ecosystem to Independent Brand (2021–2023). In June 2021, Chery followed the trend of digital cross-border innovation, proposed the automobile ecosystem concept for the first time, and launched the "iCAUR Ecosystem." At the Shanghai Auto Show in April 2023, Chery officially upgraded the iCAUR Ecosystem into an independent new energy brand—iCAUR—and appointed Zhang Hongyu to take full charge in November of the same year, fully promoting the launch of the first model, the iCAUR 03.
Product Verification and Style Definition (2024–2025). The year 2024 was defined as the "First Year of Product Explosion" for the iCAUR brand. In February, the first mass-produced model, the iCAUR 03, was officially launched, featuring a "box-style" rugged design, and achieved sales of 5,644 units in September. That year, the Su Jun team officially took the lead in brand style design. At the 2024 Guangzhou Auto Show, the second star model, the iCAUR V23, received over 31,000 pre-orders in just eight hours. The topic "Young People's First Box-style Car" garnered over one billion views across the internet. At the same time, the iCAUR X25 mid-size off-road style MPV was also globally launched at the Beijing Auto Show, further diversifying the brand's product matrix.
Architecture Reorganization and Strategic Deepening (2025–2026). The year 2025 was a key year for the iCAUR brand as it transitioned from "internal incubation" to "self-sustaining." Chery Group made major adjustments to its new energy product line: it stripped the original iCAUR brand's low-end entry-level product lines—such as the QQ Ice Cream, Big Ant, and Little Ant—and integrated them under the Chery brand name, allowing iCAUR to focus more on the distinctive "box-style" SUV and rugged new energy track. That year, Chery announced internal personnel changes, bringing in fresh talent such as Li Dongchun to help the brand break through. In 2026, the brand's Chinese full name remained "iCAUR," while its overseas unified corporate identity was confirmed to be updated to "iCAUR," making its first formal appearance at the 2026 Beijing International Auto Show. The strategic focus has since shifted entirely to "Global Expansion."
iCAUR implements a "Dual-Line Product" strategy:
V Series focuses on off-road performance and exploration experience, specializing in the rugged new energy SUV field;
X Series is the brand's most innovative cross-over product line, embodying a "cross-species" concept that breaks the boundaries of conventional automotive categories.
iCAUR V23 is a compact pure electric SUV under the iCAUR brand, positioned as the first pure electric box-style car for young people. The 2026 model is offered in two body sizes (V23S with 4220/1915/1845mm, or a larger version with 4580/1910/1850mm), with wheelbases of 2735mm and 2820mm respectively, and a CLTC range covering 301–550km. Priced sincerely and competitively at its launch at the end of 2024, it received a strong sales response in the Chinese market and has since quickly entered Southeast Asian markets such as Thailand and Malaysia. The new "Super V23" has arrived in stores since early 2026.
iCAUR V27 is the flagship mid-to-large size range-extended SUV of the iCAUR brand. It made its global debut in Dubai in August 2025 and had its China debut at the Guangzhou Auto Show in November of the same year. This is an off-road SUV powered by a pure electric range-extended hybrid system, equipped with the "Golden Range Extender" system. Its pure electric range can exceed 200 kilometers, with a comprehensive range reaching over 1,200 kilometers. The V27 is equipped with MRC electromagnetic suspension and a 1.3-meter raised cabin. The rear row can be completely flattened into a 2150*1050mm camping bed.
iCAUR 03T is the off-road upgraded version of the iCAUR 03, designed to meet different needs in the rugged modification market. The iCAUR brand's global product line currently includes three main models: V23, 03T, and V27, with supply already emerging in many regions such as the Middle East, Africa, and Southeast Asia.
When the 2019 classic concept "iCAUR i-MS Multi-Cube New Energy Architecture" was launched, the first model of the i-X series—the MPV-style SUV "iCAUR X25"—had already been displayed globally, positioned as an off-road style MPV catering to outdoor sports and large, fashionable spaces. At the 2026 Beijing International Auto Show, iCAUR displayed a sci-fi-like "New Category" cross-over car named the "ROBOX" concept car, which resembles a cyber van cargo vehicle but is full of futuristic technicism. At the same time, the high-end new energy brand motorcycle "ROBOB" was released, marking iCAUR's official cross-over expansion from a single four-wheeled new energy ecosystem into new domains such as aviation sports and life robots.
2025 was a year of rapid growth for iCAUR. In terms of sales data, iCAUR sold a total of 96,989 new cars throughout the year, a year-on-year increase of 47%, leading the growth rate among the five major brands of the Chery Group. Among them, the V23 became the absolute mainstay of the brand. According to unverified data, from January to October 2025, cumulative sales of the V23 single model alone reached 54,183 vehicles, ranking first in the Chinese new energy "box-style" SUV segment for that year.
In terms of brand scale comparison, compared with other brands within the Chery Group such as Jetour (622,590 vehicles) and Exeed (120,369 vehicles), iCAUR still has a certain gap, but its 47% year-on-year growth remains strong, indicating that the brand is still in its adolescent stage of development.
Entering 2026, complex market variables have created challenges for the brand, and iCAUR's monthly sales have shown a certain "spring chill." According to sales data for December 2025, iCAUR's single-month sales were 8,145 vehicles, a year-on-year decline of 54%. In January 2026, iCAUR sales fell further to 3,419 vehicles, a year-on-year decline of 56.5%. In February 2026, sales were only 5,824 units, a slight year-on-year decline of 1.7%, maintaining a downward trend with consecutive months of year-on-year sales declines. However, iCAUR has not significantly reduced its full-year sales target for 2026 as a result, and its growth momentum now depends entirely on the market performance of the flagship model V27 after its launch.
iCAUR's core technology is closely built upon the Chery Group's "Starlight 2025" technology system, which provides absolute, systematic, and comprehensive empowerment. This forward-looking technology strategy covers five core areas: the Mars Architecture, Kunpeng Power, the Lion Smart Cockpit, Dazhuo Smart Driving, and the Galaxy Ecosystem, forming a complete new energy technology ecosystem.
At the basic platform level, iCAUR has customized and owns the "Physically Variable i-MS Multi-Cube New Energy Architecture," which allows the same manufacturing platform to develop a variety of new energy products, including SUVs, MPVs, and sedans, spanning pure electric, range-extender, and plug-in hybrid powertrains. At the same time, the Scenario Intelligent Ecosystem—the "i-VA Ecosystem"—is primarily responsible for seamless vehicle connectivity, intelligent control, and emotional interaction, enabling deep integration between people, vehicles, and the environment.
In terms of powertrain and energy consumption, iCAUR has adopted a dual-track advanced solution. The flagship V27 model features the "Golden Range Extender" solution, paired with a super range-extender dedicated engine and a high-power, high-voltage platform, allowing the V27 to easily achieve a comprehensive range of over 1,200 kilometers. This not only addresses the pain point of "zero range anxiety" for off-road users but also delivers a pure electric driving experience that allows for a full week of commuting without using fuel.
In the field of intelligent driving—which determines the value of new energy brands—iCAUR has adopted a two-pronged strategy of "self-research plus collaboration." The brand consistently relies on Chery's Dazhuo Smart Driving system for its self-developed iterations. Currently, the V27's intelligence and scalability are benchmarked against the configuration matrix of 200,000–300,000 RMB intelligent SUVs. The pre-researched i-SWIFT Platform 3.0 technology will serve as a technology reserve for the next-generation kilovolt platform, and its technical prototype has begun to be pre-demonstrated on the cross-over concept car, the ROBOX.
iCAUR represents the next high-end force in Chery Group's export strategy. The brand's strategic thinking overseas is very clear: to upgrade from a "young Chinese new energy dark horse" to a "global rugged new energy pioneer."
To solidify its overseas expansion, iCAUR has "de-Apple-ified" itself in all public occasions and official documents overseas, fully adopting the renamed "iCAUR." Since 2024, iCAUR has entered the markets of the Middle East, South Africa, North Africa, and Southeast Asia. The brand's most powerful initial push came directly from local Chinese complete vehicle exports under the iCAUR name.
In July 2025, iCAUR held the global debut of the intelligent rugged 5-seat SUV—the iCAUR V27—in Dubai, and subsequently moved comprehensively into the Middle East and UAE markets by positioning itself around "adventure plus high-end new energy." After making its initial mark in the Middle East, iCAUR's overseas footprint expanded further in 2026: it entered the Pakistan market, launching a comprehensive South Asia strategy. At the same time, in Russia and Turkey, iCAUR plans to officially begin V27 market entry in 2026. Target orders in the Middle East, Europe, and the Americas will help make its global business map increasingly complete.
An important milestone is that iCAUR confirmed the mass production version of the V27 and shipped it to overseas markets in January 2026. In April 2025, iCAUR Global CEO Su Jun stated that iCAUR will open 2,000 stores and experience centers in 100 countries worldwide within three years.
Looking into the future, iCAUR's public strategic path can be highly summarized into two core dimensions: "Going Out" and "Moving Up," which will require long-term ambition and the test of time.
Globalization: According to its plans, iCAUR has already established nearly 20 dealer shops in South Africa. In 2026, in addition to entering more new overseas markets, iCAUR also plans to officially launch with its "All-Model" lineup in the UK. The company will enter the London market with its first right-hand drive vehicle, while adapting to the high-end range requirements and environmental regulation preferences of European local consumers. The brand's medium-term goal is to build iCAUR's unique "Global New Energy Customization + Brand Ecosystem" system by leveraging the Chery Group's powerful global distribution chain.
Product Line and Technology Upgrade: In 2026 and beyond, the iCAUR brand will continue to expand its product lineup of rugged BEV and REEV models. More importantly, iCAUR will build a brand-exclusive mobility ecosystem by developing advanced customization (the i-LIFE Personalized Customization Ecosystem) and launching surrounding intelligent manufacturing vehicles such as the "ROBOB New Energy Motorcycle." In the coming years, iCAUR will further consolidate its position as an off-road high-end supplier in the Middle East and ASEAN economic markets.
Ecosystem Building: By signing a comprehensive strategic cooperation agreement on battery swapping technology with top battery supplier CATL, expanding personalized professional customization, and developing "Young People's Camping + Outdoor" lifestyle vehicles, iCAUR aims to stimulate user stickiness and has a high likelihood of cultivating the most active modification and cool culture locally. The release of the ROBOX Cloud Fusion Concept at the 2026 Beijing Auto Show expresses the following: iCAUR's ambition is not only to mass-produce box-style cars, but also to establish its position as a leader in "Global New Energy Rugged Fun Enthusiast" culture by leveraging trend drivers.
© 2024 Bitauto.com. All Rights Reserved.
Bitauto (www.yiche.com and www.bitauto.com) is one of the most visited automotive websites in China. We provide detailed info on Chinese car brands available in your area. Please note that the information provided on this website is based on publicly available data and is for reference only. It may not be fully updated or accurate at all times.
