At the Shanghai Auto Show, Chery unveiled yet another new brand for international markets along with its first model, the iCaur V23.
We had already seen it under the name iCar, which it retains in China, while outside the country the decision was made to add a “u” — likely to avoid confusion with a possible Apple iCar, which now seems unlikely to ever materialize. The iCaur V23 is a boxy vehicle with off-road styling which, similarly to Omoda, is aimed at young people, though with a slightly different focus.
iCaur V23: Chery’s first internet-based project
Born from the synergy between Chery’s technological expertise and the internet-driven approach of the Chinese startup SmartMi Tech, iCaur embodies a distinctive DNA: it is Chery’s first brand developed with an internet-based philosophy, aimed even more directly at young consumers. Specifically, iCaur targets what it calls “Trendy Inborn Players” — modern adventurers who express themselves through outdoor activities like camping, fishing, hiking, climbing, and running.
For this audience, iCaur designs aspirational, cool, and high-value vehicles, integrating the latest technologies and putting itself deeply in the users’ shoes.
The iCaur V23 is the first expression of this new production philosophy, blending modern design elements with a more timeless aesthetic, inspired by classic off-roaders.
However, the brand’s lineup will mostly consist of fully electric vehicles or range extenders, all with off-road capabilities. The V23 itself is built on an architecture specifically designed for off-road vehicles, and Chery promises “surprising” capabilities for its category, without sacrificing style and technology.
Chery has very ambitious plans for its new brand, which will also launch in Europe: it aims to expand to 100 countries within 3 years, opening over 2,000 specialized showrooms worldwide. This will further broaden its already rich lineup of models under the Chery brands (sold in Italy under the DR name), Omoda, and Jaecoo.
