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

UAE: 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 step in Chery’s deepening global expansion, the event will invite worldwide global partners, media representatives and Middle East dignitaries to jointly unveil iCAUR’s localized development strategy for the Middle East market along with the world premiere of its highly anticipated new cool models.

As Chery’s new brand focused on the global “young and young at heart”, iCAUR is committed to building a uniquely global automotive ecosystem. Through category innovation, it creates products that combine aesthetics, coolness and practicality to meet the lifestyle needs of the young and young at heart.

In the face of the current trend towards homogenized automotive design, iCAUR breaks through with an innovative and distinctive design philosophy, blending rugged style with smart technology to deliver a highly recognizable product identity. This design honors classic elements while leading the J-style aesthetics trend, setting its products apart in a competitive market.

With a deep understanding of the growing demand for personalization and emotional value among young and young-at-heart users, iCAUR is actively shaping a new ecosystem that connects people, vehicles, and lifestyle.

Through global collaboration with users and partners, the brand delivers personalised, fun, and community-driven experiences, turning each product into a part of the user's cool lifestyle.

As the global automotive ecosystem continues to evolve, iCAUR is poised to become a cool player for users seeking to showcase their individuality and lifestyle, creating a deeper emotional bond between people and products.

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 milestone in iCAUR’s growing presence in the Middle East, underscoring the region's strategic importance in the brand's global strategy. The two major models will make their global debut at the event, tailored to meet the driving needs of Middle Eastern consumers through great performance and innovative design.

Both models embody the spirit of the cool player lifestyle, designed to resonate with the region's dynamic automotive culture.

The launch event will also feature a range of customized models built upon the V23’s iconic cool DNA including pickup version, convertible version and a space-themed special edition designed to meet the region’s growing demand for cool and individual expression. These customised versions highlight iCAUR’s commitment to personalisation and its agile response to regional market trends.

Dozens of regional dealers and stakeholders will also participate in signing cooperative agreements, officially launching iCAUR’s market entry initiatives in the Middle East.

This milestone marks a pivotal step as iCAUR partners with localised resources to swiftly establish a full-chain system covering sales, service, and ecosystem, delivering more convenient and efficient brand and product experiences for Middle Eastern users.