Brand night woos audience
China’s Chery Automobile has officially launched its new all-electric vehicle brand, iCAUR, on the world stage as the Wuhu-headquartered company accelerates its global expansion into new energy vehicles, beginning with the Middle East.
iCAUR is pronounced ‘eye car.’ Chery markets the brand as ‘iCar’ in China. The iCAUR name is being used for international markets to avoid trademark infringement with US-based Apple, which owns rights to the iCar trademark name outside China.
Executives from Chery and its subsidiaries addressed regional automotive industry guests and select media at the global debut and brand night of iCAUR, held in Dubai in the United Arab Emirates (UAE) on August 1, 2025, under the theme of ‘Born To Play’.
The event introduced several of the brand’s first range-extended electric vehicle (REEV) models, including the crossover 03T, the compact V23, and the all-new V27 SUV, all designed to appeal to a younger, tech-savvy audience.
While no specific retail pricing or dealership plans were announced, the iCAUR brand is expected to roll out in key Arabian Gulf markets before the end of the year.
iCAUR’s launch comes as governments across the Gulf continue investing in EV infrastructure. The UAE, in particular, has made EV readiness a national priority, with Dubai aiming to convert 30 per cent of all vehicles to electric or hybrid by 2030.
iCAUR’s launch programme for 2025 includes Qatar, UAE, Oman and Bahrain, followed by Saudi Arabia, Kuwait and Iraq in 2026.
Delivering the keynote at the well-attended event, Dr Su Jun, CEO of Smartmi, Vice President of Chery Automobile, and CEO of iCAUR, said the automotive industry is undergoing a fundamental transformation driven by electrification and smart technology. But he noted that many new products on the global market lack identity.
“Today’s cars often feel too similar, lacking character,” he told the audience. “We want to change that. We aim to create vehicles that are bold in design, rich in personality, and tailored to global tastes.”
Strenuous testing
Su stressed that the iCAUR brand is not just about design, but also about global testing and culture. The products have already undergone rigorous testing in more than 50 countries, including extreme heat and high altitudes—factors particularly relevant to the Middle East.
“This global testing ensures that the iCAUR vehicles are not just stylish, but also reliable and suitable for diverse conditions,” he noted.
Chery’s choice to debut the iCAUR brand in Dubai underscores the growing importance of the hydrocarbon-rich Arabian Gulf as a proving ground and launchpad for global EV ambitions.
The UAE and neighbouring markets have shown increasing interest in electric mobility, both from a sustainability standpoint and due to rising fuel efficiency concerns among younger consumers.
According to Su, iCAUR plans to expand to over 100 countries in the next five years. The Middle East will serve as a starting point before further moves into Europe and North America. Chery has already seen strong early interest in its debut EV model, the V23, which Su said became a top seller shortly after its launch in China.
The iCAUR vehicles presented at the global launch event in Dubai feature modular architecture and advanced safety systems, such as reinforced bodies. They integrate AI software that controls multiple vehicle functions.
The models are powered by a 1.5-litre turbo engine with thermal efficiency reaching 44.5 per cent—a figure Su claimed places the engine among the top in its class globally.
Measuring almost five meters long, the V27 is equipped with a range-extended electric (EREV) powertrain that pairs a 1.5T turbocharged engine with an electric motor. It will be available in two variants: rear-wheel drive and all-wheel drive. The AWD model is projected to deliver a peak output of 335 kW and offer a CLTC-rated all-electric range of up to 200 km.
The V27 is expected to cost approximately AED130,000 in the UAE market.
Su described the company’s approach to vehicle development as “user-first,” with an emphasis on making designs practical, durable and customisable. Over 90 types of accessories have been made available for the V23 alone, he added.
“Customers today don’t just want a car—they want a way to express themselves,” he said. “Our designs allow people to make the car reflect their lifestyle.”
Chery has invested heavily in its global R&D and manufacturing footprint to support the iCAUR brand. The company claims to have established a system capable of handling design, production and quality control on a worldwide scale.
The EVs are manufactured using what Chery describes as a ’10-in-1′ integrated drive unit. This cutting-edge technology combines 10 different vehicle systems into one, controlled by a centralised computing system to reduce weight and improve performance.
Technical systems
At the launch event, Ma Yongdong, Vice President and Chief Technical Officer of iCAUR, detailed several of the technical systems underpinning the new iCAUR vehicles, including what the company calls an ‘Ice Chest’ chassis platform.
This platform, inspired by the cooling properties of an ice chest, provides a unique cooling system for the vehicle’s battery, ensuring optimal performance even in high-temperature conditions. Yongdong said the iCAUR 03 offers 4.5 metres in length and a wheelbase of 2,783 mm, with a 225 mm ground clearance to enable both urban and off-road driving.
The iCAUR models also include a range of safety features aimed at handling high temperatures, particularly relevant for Gulf countries. These include a five-layer battery protection system designed to function in temperatures ranging from -40°C to 60°C. This emphasis on safety shows our commitment to providing secure and reliable vehicles, even in challenging conditions.
Yongdong said that extensive testing under these conditions shows the company’s readiness to enter challenging markets like the Middle East.
“We believe we have created one of the safest EV platforms globally. This readiness and confidence in our product’s safety should reassure our customers about our capabilities and preparedness to meet their needs, he added.
Zhang Xiaolong, General Manager of Chery International (Middle East), offered a broader context for the company’s regional strategy. He said Chinese manufacturers were once known for providing low-cost vehicles with limited market share, but that changed in 2022 during the global chip shortage, when Chinese EVs began gaining traction.
Xiaolong noted that as per the Fortune Global 500 2024 list, the Chery Group occupied the 385th slot, but has since moved 152 places, to occupy the 233rd position in the Fortune Global 500 2025 list, making it the fastest-rising automotive company on the list, which he said marked a “golden time” for Chinese automotive firms.
“In the past, Chinese brands were not well understood in the Middle East,” Xiaolong said. “Now, that is changing. Today’s consumers are looking for more than just affordability—they want something that reflects their identity and stands out.”
He added that Middle Eastern drivers care increasingly about fuel efficiency despite the region’s relatively low petrol prices. This shift is contributing to a growing market for hybrid and EVs, particularly among younger consumers who favour innovation and distinct design.
Xiaolong noted that Chery has already secured registration for 20 units of the iCAUR V27 in the UAE, which are currently undergoing high-temperature testing in local conditions.
Beyond product availability, Chery is also focusing on after-sales service and parts supply to address long-standing concerns with Chinese vehicle brands. The company has set up regional warehousing aimed at delivering spare parts within 48 hours.
Automillennium Group role
Andrea Romeo, Business Development Manager of UAE-based Automillennium Group, also spoke at the event, highlighting a new collaboration to offer customisation services for iCAUR models.
He said his team had worked on three personalised designs showcased during the event, tailored specifically for regional drivers. These designs include unique paint jobs, interior customisations, and performance upgrades, all aimed at enhancing the driving experience and reflecting the owner’s individuality.
“We found that iCAUR gives us the freedom to innovate,” Romeo said. “We’ve created designs that are not only eye-catching, but also functional in harsh environments.”
Speaking exclusively to Middle East News 247 on the sidelines of the launch event, Hope Zhang, Country Director (UAE) of iCAUR, said the brand is committed to focusing exclusively on the production of EV and REEV models; a key differentiator from Chery’s other automotive brands that are a mix of ICE, hybrid and EVs.
Zhang added that iCAUR will particularly strive to meet UAE-based customers’ expectations.
With iCAUR, Chery joins a growing list of Chinese automakers vying for a foothold in the Middle East’s fast-evolving electric vehicle segment, challenging Western, Japanese and South Korean manufacturers in a market that is becoming increasingly receptive to new Chinese brands.
Chery markets several of its other automotive brands in the UAE and the Middle East market, including Chery, Tiggo, Jetour, Exeed, Omada, and Jaecoo.
Hero image: iCAUR unveiled its twin flagship REEV models in Dubai on August 1, 2025. (L-R) V27 and 03T. Credit: Arnold Pinto
