Chery Group to launch new iCAUR brand in Dubai with strategic Middle East expansion

Following its global debut at the Shanghai Auto Show in April 2025, Chery Group has announced it will host the iCAUR Brand Night and New Models launch event on August 1 in Dubai. As a key milestone in Chery’s global expansion, the event will bring together international partners, media representatives, and Middle Eastern dignitaries to unveil iCAUR’s localised development strategy for the region, along with the world premiere of its highly anticipated new models.

As Chery’s new brand targeting the global “young and young at heart,” iCAUR is committed to building a uniquely global automotive ecosystem. By driving category innovation, the brand creates products that blend aesthetics, coolness, and practicality tailored to the lifestyle needs of its youthful and expressive customer base.

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In a market increasingly shaped by homogenised automotive design, iCAUR sets itself apart with a bold and distinctive design philosophy. By fusing rugged styling with intelligent technology, iCAUR delivers a recognisable identity that honors classic design elements while championing the emerging J-style aesthetic, positioning its vehicles as standout choices in a competitive landscape.

With a keen understanding of the growing demand for personalisation and emotional engagement, iCAUR is crafting a new ecosystem that seamlessly connects people, vehicles, and lifestyle. Through global collaboration with users and partners, the brand offers fun, personalised, and community-driven experiences, transforming each vehicle into an extension of the user's unique identity and cool lifestyle. As the global automotive ecosystem evolves, iCAUR is poised to become a key player for consumers seeking to showcase their individuality and connect emotionally with the products they choose.

According to Si Fenghuo, CEO of iCAUR International, "We blend Chery’s rigorous manufacturing ethos with internet-driven marketing strategies to create products that deeply connect with consumers."

The Dubai launch marks a pivotal moment in iCAUR’s growing presence in the Middle East, highlighting the region's strategic significance in the brand's global roadmap. Two major models will make their world debut at the event, specifically tailored to meet the performance and design preferences of Middle Eastern drivers. Embodying the brand’s cool player lifestyle, these models are built to resonate with the region’s dynamic automotive culture.

The launch will also spotlight a range of customised models built on the iconic V23 platform, including a pickup, convertible, and a space-themed special edition — each designed to meet the region’s growing appetite for bold personalisation and individual expression. These variants showcase iCAUR’s commitment to innovation and agility in addressing local trends.

Dozens of regional dealers and key stakeholders will participate in signing cooperative agreements, officially kicking off iCAUR’s market entry initiatives across the Middle East. This strategic move marks a significant step forward as iCAUR leverages local partnerships to establish a comprehensive full-chain system covering sales, service, and lifestyle ecosystem, delivering a more convenient, personalised, and efficient brand experience for Middle Eastern consumers.