It’s not often that Malaysia has the honour of being the first with a development in the automotive industry in the global context. Nevertheless, iCAUR (a brand in the Chery Group) has opened its first official dealership in Malaysia today and it is the very first one for the brand in the world.
iCAUR is a 2-year old brand but only began to appear on the global scene in 2025. It was established in China as iCAR (fully corporate name: iCar Ecological Technology Co. Ltd) in 2023 but outside China, iCAUR is being used to avoid trademark issues in some markets. It is tricky for carmakers when it comes to names as some may be already registered in certain markets and face legal challenges. For example, in Indonesia, BMW has taken BYD to court over the use of ‘M6’ for its MPV which has also been associated with the German carmaker.
So to minimise such problems, iCAR became iCAUR, which is somewhat unique, but we’re told that pronouncing it can still be ‘i-CAR’ and not ‘i- cower’.
First of 9 dealerships
The first iCAUR dealership in the world is in Glenmarie, next to Shah Alam in Selangor. It is operated by Absolute Motor Sdn Bhd, a company incorporated in 2011. This will not be the company’s only iCAUR outlet as it has plans to add a few more in coming months, contributing to iCAUR Malaysia’s target of 18 sales points and 9 full-fledged dealerships nationwide.
Speaking at the opening of the brand’s first iCAR dealership in the world today, iCAUR Malaysia Vice-President, Emily Lek, said: “iCAUR Glenmarie reflects that spirit, standing as the first dealership not only in Malaysia but in the world, and setting the tone for a brand that appeals to individuality and self-expression — delivered through capable, tech-forward vehicles and a complementary ecosystem that encourages adventure every step of the way.”
“In under 4 months since our debut at the Malaysia Auto Show 2025, iCAUR has stamped an indelible mark in Malaysia, delivering a simple yet profound message — Born to Play,” she declared.
Full-service lifestyle hub
Spanning 18,912 square feet, the iCAUR Glenmarie flagship dealership is designed as a full-service lifestyle hub, in line with the brand’s image. The facility has a showroom for up to 5 vehicles with a customer lounge that offers amenities and a comfortable environment. New owners will receive their vehicles in a special delivery bay.
iCAUR, being a New Energy Vehicle brand, focusses only on electrified vehicles so the outlet has 2 EV charging bays on-site for customers. Unlike any other vehicle dealerships, it also features the iCAUR Arcade — a dedicated gaming zone for customers and visitors.
The integrated service centre with 3 bays plus a dedicated customisation bay provides all the required aftersales services and can handle up to 300 vehicles a month. At present, there are 30 staff trained to look after the fully electric models.
First model will be 03 EV
The first of these models to be launched on September 9 2025 will be the iCAUR 03 which will have a price expected to be between RM145,000 and RM155,000. The SUV will be available with 2WD (135 kW/184 ps, 220 Nm) and iWD (Intelligent Wheel Drive) with two motors generating a total of 205 kW (279 ps)/385 Nm.
The 2WD will have a 65.7 kWh LFP battery which is claimed to provide up to 426 kms of range, while the iWD, with a larger 79.8 kWh battery, is said to be able to travel up to 418 kms.
At a later time, iCAUR Malaysia will also launch the V23 which has a more rugged look more typical of classic SUVs. The models will be assembled in Malaysia in due course, probably at the new factory Chery Malaysia is building in Lembah Beringin in the northern part of Selangor.
iCAUR 03 iExperience shows capabilities of new fully electric SUV
