With Dubai launch this August
Chinese automaker Chery Group will launch its new electric vehicle (EV) brand, iCAUR, in Dubai on August 1, 2025, as part of an ambitious expansion into the Middle East.
The event will mark the global debut of the iCAUR V27 and V23 models, signalling the company’s entry into one of the world’s most rapidly evolving automotive markets. Both models are battery EVs with zero tailpipe emissions.
Chery, a state-backed manufacturer with decades of experience in China’s domestic market, is positioning iCAUR – pronounced ‘eye car’ – as a standalone brand focused on the needs and preferences of younger, tech-savvy drivers. iCAUR is marketed in China as iCar.
The move reflects a broader shift in strategy as Chinese automakers intensify their efforts to expand into the Middle East and Eastern Europe beyond their oversaturated domestic markets amid slowing sales and increasing international competition.
iCAUR is structured as a joint initiative between the Chery Group and Smartmi Technology, a company connected to China’s Xiaomi ecosystem. Smartmi brings a user-focused product development model, emphasising iterative design and digital integration. The collaboration aims to combine traditional automotive engineering with modern software-driven innovation.
Si Fenghuo, CEO of iCAUR International, stated that the company will leverage Chery’s manufacturing strengths, alongside Smartmi’s data-centric design, to create vehicles tailored for global markets, including the Gulf region.
The upcoming iCAUR brand activation in Dubai will unveil iCAUR’s broader localisation strategy for the Middle East, including plans to establish a full after-sales, distribution, and service network across the region.
Why Dubai?
The choice of Dubai for the brand’s launch also has broader implications. With its well-developed infrastructure, tax-free environment, and strong consumer purchasing power, the city is often used as a launchpad for products aimed at GCC markets and beyond. If iCAUR can establish a successful presence here, expansion into Saudi Arabia, Kuwait, and Egypt may follow.
Chery’s decision to launch the iCAUR brand in the UAE underscores the country’s strategic role as a regional hub for electric mobility. With infrastructure for EVs expanding rapidly and federal government incentives supporting clean transportation, the UAE presents a favourable environment for new entrants in the EV sector.
iCAUR V27
The iCAUR V27, a full-sized SUV, is being introduced as the brand’s flagship model for the region.
Measuring nearly five metres in length, the vehicle boasts a boxy silhouette, prominent wheel arches, and black alloy wheels that convey ruggedness and utility. The V27’s styling includes rectangular headlights with round LED daytime running lights, oversized side mirrors, and a rear-mounted storage box integrated into a side-hinged tailgate.
With a ground clearance of 210mm and approach and departure angles of 43° and 41°, respectively, the V27 is positioned as a road-ready off-roader, suitable for both urban and desert environments in Gulf countries. The SUV also incorporates a modular platform that allows buyers to customise the vehicle with accessories and performance upgrades.
The V27 comes equipped with a permanent magnet synchronous motor. It has a rated power output of 100 kilowatts and torque of up to 180 newton-metres, paired with a 59.9 kWh battery pack.
iCAUR V23
The brand will also present the iCAUR V23 during the Dubai launch event, a smaller retro-inspired subcompact SUV with a design echoing classic 4×4 vehicles. It was first revealed at the Beijing Motor Show in 2024. The V23 is available in rear-wheel and all-wheel drive variants, with a range of between 300 and 500 kilometres, depending on the battery configuration.
The V23, depending on configuration, combines a similar motor setup with smaller dimensions and slightly reduced performance figures.
Custom versions of the V23, including pickup, convertible, and space-themed editions, will also be displayed in Dubai. These variants are designed to appeal to a segment of the regional market that values distinct design and vehicle personalisation. While the base models are likely to anchor iCAUR’s core offerings, the custom builds may play a role in brand building among younger customers.
UAE launchpad
The UAE will serve as iCAUR’s first physical presence in the Middle East. The company plans to open a showroom in the country later this year, with additional models expected to follow depending on market response. The brand’s management has indicated that dozens of regional dealers are expected to sign cooperation agreements during the launch, paving the way for rapid regional rollout.
Industry analysts say iCAUR’s timing could be advantageous. While EV adoption in the Middle East has largely lagged behind Europe and Asia, infrastructure investments and rising consumer awareness are expected to drive faster uptake in the coming years.
The UAE and Saudi Arabia, in particular, are both investing heavily in electric mobility as part of broader national strategies to reduce reliance on fossil fuels and diversify their economies.
Chery’s decision to host the global launch of iCAUR in Dubai rather than a domestic Chinese city reflects growing confidence in the Middle East’s potential as a growth market. It also shows that Chinese automakers are keen to compete in new regions where American, European, Japanese, and South Korean automakers currently have strong brand loyalty.
In parallel with the launch, iCAUR is expected to outline plans for establishing what it calls a “full-chain ecosystem” in the region, which includes vehicle sales, servicing, charging solutions, and digital engagement platforms. The company’s goal is to offer a seamless ownership experience supported by localised infrastructure and after-sales support.
Chery has stated that iCAUR is more than a vehicle manufacturer. It is part of a broader transition toward an integrated automotive ecosystem that combines category innovation, cultural identity, and community engagement.
While such a strategy has yet to be tested in practice, the company has signalled that it will engage closely with users across its global markets to adapt offerings in real-time.
“Born to Play” theme
The brand’s “Born to Play” theme, associated with its inaugural event, highlights its focus on younger audiences. However, in a region where luxury and performance still dominate large portions of the automotive market, particularly among affluent buyers, the true appeal of iCAUR’s design-led and lifestyle-oriented messaging remains to be seen.
Hero image: Chery’s decision to debut iCAUR in Dubai rather than a domestic Chinese city reflects growing confidence in the Middle East’s potential as a growth market. Credit: iCAUR
At a time when Chinese EV manufacturers such as BYD and Nio are expanding their global footprints, iCAUR represents a novel approach: one that combines fresh branding with the proven production capabilities of a legacy automaker.
Whether iCAUR’s models will resonate with Middle East consumers, who are becoming more discerning about EV value, range, and charging speed, is likely to be determined in the coming year.
As iCAUR prepares to launch its first showroom in the UAE and brings its first models to the market, the company’s success will depend on more than design and branding. Pricing, charging infrastructure, and ongoing support will all be critical in determining whether the brand can secure a lasting foothold in a region where brand loyalty and vehicle performance expectations remain high.
The global EV race is intensifying, and with iCAUR’s entry into the Middle East, Chery is making a calculated bet on the region’s growing appetite for electric mobility. Whether the strategy pays off will hinge on how well the brand can align its product offering with regional driving conditions, consumer preferences, and evolving energy policies.
Apart from iCAUR, the Wuhu-based Chery Group produces and markets vehicles under several brands, including Chery, Exeed, Jetour, Omoda, Jaecoo, Karry, and Luxeed. Chery also has a partnership with Jaguar Land Rover.
Hero image: The iCAUR V23 is a retro-inspired subcompact SUV with a design echoing classic 4×4 vehicles. Credit: iCAUR
