Chinese automaker Chery Group has officially launched its new brand, iCAUR, in Dubai, marking a significant step in its strategy to expand into the Middle East. The debut event featured the global unveiling of two hybrid SUV models, the iCAUR V27 and iCAUR 03T, alongside ambitious regional growth plans.
The iCAUR V27 and 03T adopt advanced range-extender hybrid powertrains, combining fuel efficiency with extended driving range. Both models showcase the brand’s “J-Style” design philosophy, a boxy, rugged aesthetic aimed at younger, style-focused buyers in the Middle East.
As iCAUR’s first mid-to-large SUV, the V27 blends retro styling with modern technology. Measuring over five metres in length and nearly two metres in both width and height, it offers a commanding presence on the road. Its REEV powertrain is designed for stable, consistent performance, even across challenging terrain, and to ease range anxiety on long journeys.
The 03T, a smaller but equally distinctive SUV, features an intelligent all-wheel-drive system that adjusts power distribution for optimal traction. It uses an all-aluminium multi-cavity cage body for enhanced safety, and incorporates 11 active safety systems. Chery says the model is designed to deliver both driving enjoyment and peace of mind.
Beyond vehicles, the launch showcased iCAUR’s modular design and AI-driven ecosystem. The brand plans to offer customers three base configurations—pickup, convertible, and space exploration—supported by quick-release fenders, LEGO-inspired brake lights, and more than 100 plug-and-play accessories. Demonstrations included integration with the AiMOGA humanoid AI robot, highlighting applications in smart mobility and lifestyle.
Chery positions iCAUR as a youth-oriented brand combining scalable hardware with AI-enabled customisation. According to the company, this approach aims to meet rising demand in the Middle East for personalised products and intelligent lifestyle solutions.
Speaking at the launch, Zhang Xiaolong, General Manager of Chery International Middle East, outlined the brand’s initial focus on the Gulf region. “Our goal is to make iCAUR the most desirable automotive brand in the Middle East,” he said. “We aim to cultivate a vibrant, culturally attuned community that celebrates individuality and cutting-edge design.”
Chery has already secured cooperation agreements with three major distributors. Initial sales will begin in the UAE, Qatar, and Bahrain by late 2025, with a view to expanding across the region in subsequent years.
The move is part of Chery Group’s broader international strategy. By June 2025, the company had exported five million vehicles to overseas markets, becoming the first Chinese carmaker to achieve the milestone. The group has identified the Middle East as a core market for iCAUR, positioning the brand to offer what it describes as “a new and innovative travel experience” tailored to regional tastes.
The Dubai launch underscores Chery’s intention to combine advanced hybrid technology, distinctive design, and AI-enabled personalisation to gain traction in one of the world’s fastest-growing automotive markets.
