Chery Group has officially introduced its latest automotive brand, “iCAUR”, in Dubai—marking a pivotal moment in its strategy to establish a strong foothold in the Middle East. The event included the world premiere of two all-new SUV models, the V27 and 03T, alongside the announcement of an ambitious regional expansion roadmap.
iCAUR V27 & 03T: Hybrid Technology Fused with Distinctive J-Style Aesthetics
At the Dubai launch, iCAUR showcased the V27 and 03T SUVs, both powered by cutting-edge range-extender hybrid systems aimed at enhancing performance and maximising efficiency. With their bold, boxy exterior, the two models embody the brand’s “J-Style” design ethos—an aesthetic crafted to appeal to younger, trend-aware drivers across the Middle East who value bold visual identity and innovative technology.
As iCAUR’s first mid-to-large SUV, the V27 REEV blends retro aesthetics with modern technology, creating a striking visual identity defined by rugged character. Measuring over 5 meters in length and nearly 2 meters in both width and height, this model conveys a firm stance. The V27 also offers exceptional range performance, eliminating anxiety on long journeys. Its golden REEV powertrain ensures stable, consistent power delivery, even in complex terrain conditions.
The iCAUR 03T REEV is a smart boxy SUV equipped with a class-leading i-AWD system. It dynamically adjusts power distribution for optimum traction and stability. Featured a pioneering all-aluminum multi-cavity cage body and a comprehensive active safety system includes 11 active safety features, the 03T REEV model is aimed to offer a worry-free drive where enjoyment takes the front seat.
Brand Launch: Modular Design and AI-Robotics Driven New Ecosystem Model
This launch event unveiled the customization ecosystem of iCAUR featuring three core configurations (pickup, convertible, space exploration) with technical specifications including quick-release fenders, LEGO-inspired brake lamp assemblies, and 100+ plug-and-play accessories via standardized interfaces. The demonstration also integrated the AiMOGA humanoid AI robot’s operational capabilities across smart mobility and lifestyle scenarios, presenting a prototype framework for personalized automotive adaptation. This platform establishes iCAUR’s strategic positioning youth-oriented EV market through scalable hardware architecture and AI-enabled interface solutions. It will meet the demand of consumers in the Middle East for personalized products and intelligent lifestyle.
Middle East Market Expansion: Regional Partnerships Align with Grand GCC Vision
During the event, Mr. Zhang Xiaolong, General Manager of Chery International Middle East, outlined iCAUR’s aggressive regional roadmap. The brand has secured cooperation intentions with three leading distributors, laying the groundwork for rapid market penetration. Initial rollouts will target UAE, Qatar, and Bahrain by late 2025, with plans to expand across the middle east nations.
“Our goal is to make iCAUR the most desirable automotive brand in the Middle East,” stated Mr. Zhang. “We aim to cultivate a vibrant, culturally attuned community that celebrates individuality and cutting-edge design.”
According to official data, by the end of June 2025, Chery Group had cumulatively exported 5 million vehicles to overseas markets, making it the first Chinese automaker to achieve this milestone. As a key component of the group’s global strategy, the iCAUR brand will focus on the Middle East as its core market, offering consumers a new and innovative travel experience.
