Chery Group Set to Announce New ‘iCAUR’ Brand Launch in Dubai

Saudi Arabia : The event will also feature the first public display of its exciting new models, signalling its intensive expansion plans in the Middle East.

• The design combines tough, rugged styling with smart technology.
• The two new models are tailor-made for the Middle Eastern market, reflecting the cool and trendy lifestyle.
• The event will also display special versions, including a pickup, a convertible, and a space-themed edition.

After debuting globally at the Shanghai Auto Show in April 2025, Chery Group has announced plans to hold the iCAUR Brand Night and New Models Launch Event on August 1 in Dubai. This event marks a major move in Chery’s efforts to grow worldwide. 

It will bring together partners from around the world, media, and Middle Eastern leaders to reveal iCAUR’s local plans for the Middle East. 

A Focus on Personal Connection and Innovation

iCAUR is Chery's fresh brand targeting both young individuals and the young-minded all over the world. The aim is to build a real global car brand that offers more than just transportation. With groundbreaking concepts, iCAUR plans to produce attractive and practical vehicles.

In a market packed with similar-looking cars, iCAUR takes a unique approach. Its design merges tough, rugged styling with smart technology. The design pays tribute to classic styles while leading the trend in J-shape aesthetics. This makes iCAUR’s cars easy to recognise and helps them stand out against the competition.

iCAUR is creating a fresh system because people increasingly want things made just for them, and that they feel good about. This new ecosystem connects people, their cars, and their lifestyles in a unique way. The brand works together with users and partners globally to develop community-focused, tailored and exciting experiences. 

Each car is crafted to match someone's unique life, making a strong emotional connection. As the car business keeps evolving, iCAUR aims to be a favourite for people wanting to express who they are and how they live.

Si Fenghuo, CEO of iCAUR International, explains that the company combines Chery’s careful approach to making cars with marketing strategies that focus on online audiences. This combination helps create products that truly resonate with customers.

Debut of Two New Models

The launch in Dubai is a key step towards expanding iCAUR’s presence in the Middle East. The event underscores the importance of the region in the global plans of the brand. At the event, two new models will be shown worldwide for the first time. 

These models are designed to meet the needs of Middle Eastern drivers with strong performance and creative design. They reflect the cool, trendy lifestyle that fits with the region’s lively car culture.

The event will also showcase special versions based on the V23’s unique style. These include a pickup, a convertible, and a space-themed edition. These customised options show iCAUR’s focus on personalisation and its quick response to local market tastes.

Many regional dealers and partners will sign agreements during the event, marking iCAUR’s official entry into the Middle East market. This move is important for building a full local network of sales, service, and support. It aims to give Middle Eastern customers easier access to the brand and its products.