iCAUR, a new Chery Group brand, coming to Malaysia

With China being the world’s largest new vehicle market (31.44 million units in 2024), it’s not surprising that there are many domestic automakers. And the major automakers also have sub-brands to the extent that the number is mind-boggling. Industry executives say that using the multiple brand approach works in the huge market, each one catering to different customer segments.

Chery is no exception, having started with a single brand in 1997 and quickly creating new ones to number around 10 today. Most are used only in China, with Chery, JETOUR, JAECOO and OMODA being brands for export markets.

iCAR and iCAUR
At Auto Shanghai 2025 this week, Chery launched yet another brand called iCAUR which will be for the global market. It already has an EV brand called iCAR which was introduced in 2023 but iCAR may face issues if that brand name is used outside China.

Mitsubishi sold an i-Car (the i-MiEV) 15 years ago and Apple has also been using iCar as the name of its yet-to-be-seen EV. There’s also iCAR Asia which is the parent company of our friends at Carlist.my. And, of course, BMW has BMW i for EV models and the German company is very protective of its brand names.

‘Born to Play’
So iCAUR could be a safer name to use; it may sound odd but in time, it will just be accepted – like JAECOO and OMODA. The ‘uniqueness’ of the name could well appeal to the customers which Chery is targeting with the brand. It says they would be ‘those pursuing individuality and emotional value, and are willing to try something new, stylish and cool, in the true spirit of “Born to Play”.’

For iCAUR/iCAR products, Chery is collaborating with Smartmi Tech, a 7-year old company which specialises in domestic appliances. Its expertise will provide a modern, connectivity-based approach to product development and create vehicles that are smart, stylish, and seamlessly aligned with how people live and explore the world today.

Small electric SUV
iCAUR’s first global model will be the V23. Identical to the iCAR V23 launched in November 2024, it has a clear off-road influence with muscular proportions. Built on a new vehicle platform and designed with real-world use in mind, the V23 aims to be at home in off-road conditions on weekends as well as for city commutes.

The V23. which is 4220 mm long and 1915 mm wide (larger than a Suzuki Jimny 5-door) has single and dual motor drivetrains and a range said to be  up to 550 kms.

iCAUR’s global models will be fully electric or use range extenders (hybrid electric powertrains with the engine used only to recharge the battery). The brand plans to expand rapidly, reaching over 100 countries in the next 3 years.

iCAUR is coming to Malaysia
Malaysia will be among its very first global markets as it will be officially launched next month at the Malaysia Auto Show 2025 (May 9 – 15) at MAEPS Serdang, Selangor. Visitors will be able to get a preview of products that will come in future. It is not known if iCAUR will be under the Chery Auto Malaysia group which includes JAECOO Malaysia, or it will be a separate company like JETOUR Malaysia.

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