Chery’s iCAUR Brand Set for Global Launch in Dubai with Bold Middle East Vision

Abu Dhabi : The all-new brand by Chery, iCAUR, is gearing up for a global debut in Dubai. It highlights its strategy to connect with the youth and redefine the automotive lifestyle of the region.

• Chery’s iCAUR brand will officially launch on 1st August in Dubai.
• Two global models will premiere, which are tailored for the Middle East market.
• The focus is on youthful design, lifestyle integration, and personalisation.
• Regional partners will sign key agreements at the event.

Chery Group has announced that it will bring its boldest vision yet to the Middle East. On 1st August, Dubai will host the global launch of iCAUR, Chery’s new brand that is focused on youth.

This event, following its initial preview at the 2025 Shanghai Auto Show, marks the official entry of iCAUR into the region. It showcases its strategy to deliver cool, personal, and lifestyle-driven vehicles tailored to the Emirates and Middle East in general.

Personalised Cool Meets Smart Automotive Design

The main identity of the iCAUR is its mission to deeply connect with the "young and young at heart." The brand, by blending the advanced manufacturing strengths of Chery with smart design and digital culture, aims to build a lifestyle ecosystem—not just sell cars.

iCAUR stands out as it has cues of bold styling, features that are tech-led, and a design approach that is emotionally engaging. Their intention is to bring models that will feel like an extension of the lifestyle of the user.

The brand challenges today’s uniform car market with a strong, expressive identity, as it merges rugged, futuristic styling with features that are practical. Its "J-style" aesthetic philosophy adds flair to function, which stands apart in a competitive and a segment that is increasingly focused on design.

Event Highlights and Market Strategy

Two all-new iCAUR models will make their world premiere at the Dubai Brand Night. The manufacturer crafts these vehicles to specifically meet the demands of customers in the Middle Eastern. It will offer a mix of power, versatility, and innovation. In addition to the main models, the brand will reveal custom versions of the V23, including:

• A pickup variant for outdoor adventure.
• A convertible version for urban flair.
• A space-themed edition for individuality that stands out.

These limited-edition models show how iCAUR is focused on the identity of the user, self-expression, and integration of their lifestyles. The event will also include signing ceremonies with local dealers and business leaders, which will officially kick off the presence of iCAUR in the Middle East.

The Bigger Picture: iCAUR’s Role in Chery’s Global Push

Apart from being the launch venue, Dubai is a strategic gateway for the wider ambitions of CAUR in the Middle East. The expansion plan of the brand includes building a full regional ecosystem to cover sales, aftersales service, and experience of ownership.

Si Fenghuo, who is the CEO of iCAUR International, emphasised this approach: “We blend the rigorous manufacturing ethos of Chery with marketing strategies that are driven by the internet, to create products that will connect deeply with consumers.”