After months of teasing, 1st August witnessed the Chery group officially launch its all-new brand called iCAUR in Dubai. iCAUR’s brand launch event also saw the global debut of two new models – the iCAUR V27 and the iCAUR 03T. The new iCAUR models have been designed and tailored towards the preferences and needs of the Middle Eastern buyers, further outlining iCAUR’s ambitious expansion plans for the Middle East region. Team TCI was invited to the iCAUR brand launch night, and here are our first impressions of the new iCAUR brand and its two new REEV SUVs.
iCAUR’s New Cars
The two new models – the iCAUR V27 and the iCAUR 03T carry the SUV body style while being powered by advanced range-extender Hybrid powertrains. The design of the new iCAUR V27 REEV blends retro aesthetics with modern technology to create a rugged character. It measures over 5 metres in length, with over 2 metres in width and height to convey a strong stance while offering “exceptional range performance” which eliminates long-range anxiety courtesy of its petrol-friendly Range Extender EV powertrain.
The new iCAUR 03T adopts a more futuristic design philosophy with a smart and boxy silhouette. It claims to offer a class-leading i-AWD system which can “dynamically adjust power distribution for optimum traction and stability.” Details about both new models are scarce at the moment, but the 03T REEV will also offer “a comprehensive active safety system” with “11 active safety features.”
What is iCAUR?
The Dubai launch event was an insight into iCAUR’s vision for its upcoming products and the extended customization ecosystem that iCAUR aims to bring to its customers. iCAUR stationed multiple V23 mid-sized SUVs on display to showcase three core body style configurations – pickup, convertible, and space exploration, that iCAUR already boasts, along with a host of add-on accessories comprising quick-release fenders, LEGO-inspired brake lamp assemblies, and 100+ plug-and-play accessories via standardized interfaces, which can be customised by the customers.
This modular display exhibited iCAUR’s prototype framework of offering a personalized automotive product. And with this, iCAUR positions itself in the “youth-oriented EV market” through scalable hardware architecture and AI-enabled interface solutions. To further simplify, iCAUR aims to meet the demand for more personalised products of the Middle Eastern customers.
“Our goal is to make iCAUR the most desirable automotive brand in the Middle East,” stated Mr. Zhang Xiaolong, General Manager of Chery International Middle East. “We aim to cultivate a vibrant, culturally attuned community that celebrates individuality and cutting-edge design.”
