iCAUR Storms Dubai: New SUVs Ignite Middle East Push
In Dubai, the Chery Group has formally introduced its latest brand, "iCAUR," signalling a major strategic move into the Middle Eastern market. The launch included the worldwide premiere of two important SUV models, the "V27 ＆ 03T," and detailed ambitious growth strategies for the Middle East.
iCAUR V27 & 03T: Where Hybrid Innovation and Japanese-Inspired Design Collide.
At the debut, two new SUV models, the iCAUR V27 and iCAUR 03T, were presented. Their technical specs confirmed they would use advanced range-extender hybrid engines, engineered to maximise both performance and driving distance. Aesthetically, the V27 and 03T models both feature a noticeably boxy shape, a key aspect of iCAUR's "J-Style" design ethos. This design is specifically intended to appeal to fashion-forward, younger buyers in the Middle East who want to make a statement.
The V27 REEV, iCAUR's inaugural foray into the mid-to-large SUV market, merges vintage styling with cutting-edge tech, resulting in a visually arresting design that exudes robust appeal. With dimensions exceeding 5 metres in length and almost 2 metres in both width and height, this vehicle projects an assertive presence. Furthermore, the V27 boasts outstanding range, alleviating concerns about extended trips. Its advanced REEV powertrain guarantees dependable and unwavering power output, even across challenging landscapes.
The iCAUR 03T REEV is a cleverly designed, boxy SUV boasting a top-notch i-AWD system. This system cleverly adapts power delivery to ensure maximum grip and stability. With its innovative all-aluminium multi-cavity frame and a complete active safety suite incorporating 11 distinct features, the 03T REEV model is designed to provide a relaxed driving experience, prioritising driver and passenger enjoyment.
Introducing our new brand: a modular design paired with an AI and robotics-powered ecosystem.
The iCAUR launch showcased its customisation options, built around three main setups – pickup, convertible, and space exploration. Key technical features include easily detachable mudguards, brake lights reminiscent of LEGO bricks, and over 100 interchangeable accessories that simply plug in, thanks to standardised connections.
The demo showcased the AiMOGA humanoid AI robot's functionality in both smart transport and everyday life situations, offering a glimpse of a personalised automotive adaptation system. This platform confirms iCAUR's strategic focus on the youth EV market, using adaptable hardware and AI interface solutions. It aims to satisfy Middle Eastern consumers' desire for customisable products and smart living.
Growing into the Middle East: Local collaborations support the ambitious Gulf Cooperation Council strategy.
At the event, Mr. Zhang Xiaolong, the General Manager of Chery International Middle East, detailed iCAUR's ambitious plan for the region. The brand has already agreed to work with three major distributors, setting the stage for a quick entry into the market. The first launches are scheduled for the UAE, Qatar, and Bahrain by the end of 2025, with further expansion planned throughout the Middle East.
Mr. Zhang commented that the ambition is for iCAUR to become the most sought-after car marque in the Middle East. He added that they are striving to foster a lively community, sensitive to local culture, which champions both personal expression and state-of-the-art design.
Official figures show that Chery Group had exported a total of 5 million vehicles to foreign markets by the close of June 2025. This achievement marks them as the first Chinese car manufacturer to reach this landmark. The iCAUR brand, a vital part of the group's international strategy, will concentrate on the Middle East as its primary market, aiming to provide customers with a fresh and inventive way to travel.