Chery is launching another brand in Australia, but it’s different from the rest of the portfolio.
It’s called iCar, although that may be what it’s called iCaur Name in Australia for trademark reasons – although this name appears to be meaningless and itself faces a trademark challenge.
Daily Sparkz expects iCaur to arrive here in early 2027. It is already available in right-hand drive markets such as Malaysia and South Africa.
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Chery’s own replacement name is facing a challenge as the October 2025 cross-industry automobile accident repair conference opposed the Chinese automaker’s iCaur trademark application. She has until March 16 to provide evidence to support her opposition.
The iCar brand was launched in April 2023 as an electric vehicle (EV) brand, followed by range extended electric vehicles (EREVs).
Its vehicles are sold in the Chinese market under the Chery Fulwin sub-brand, similar to how many of the so-called Omoda Jaecoo vehicles are sold there as Cherys.
At the 2025 Shanghai Motor Show, Chery International President Zhang Guibing appeared to confirm the brand’s local launch, but did not provide details, including when it would launch.
All iCaur vehicles are boxy SUVs, an increasingly common format in China – just look at models like GWM’s Tank SUVs and BYD’s Denza SUVs.
The iCaur V23 is the brand’s entry-level model and measures 4220mm long, 1915mm wide and 1845mm high with a wheelbase of 2735mm – 55mm shorter than a Mazda CX-3 but with a 185mm longer wheelbase.
In South Africa it will be offered with either a 100kW/180Nm single-motor powertrain with a 59.93kWh battery and 360km NEDC range, or a 155kW/292Nm dual-motor powertrain with an 81.8kWh battery and 430km range.
At the other end of the spectrum is the V27, an EREV SUV the size of the Toyota LandCruiser 300 Series.
It measures 5045mm long, 1976mm wide and 1894mm high, has a 2900mm wheelbase and features a turbocharged 1.5-litre four-cylinder petrol engine and either one or two electric motors.
The rear-wheel drive V27 has a single 185kW/300Nm electric motor and an NEDC range of 95km, while the dual-motor variants use 150kW/205Nm and 185kW/300Nm electric motors and offer a NEDC range of 150km.
In markets like Malaysia and South Africa, there is a third iCaur called 03 – although it is sold as Jaecoo in many markets.
This was the young brand’s first vehicle and is an electric SUV with a length of 4406 mm, a width of 1910 mm and a height of 1715 mm with a wheelbase of 2715 mm.
It uses a 69.8 kWh lithium iron phosphate (LFP) battery with a range of 418 km on the milder NEDC cycle and a DC fast charging rate of 80 kW.
The dual-motor all-wheel drive’s total system output and torque are 205 kW and 385 Nm, respectively, giving the boxy SUV a 0-100 km/h sprint time of 6.5 seconds.
By offering several separate brands, Chery is pursuing a very different strategy than companies like GWM and GAC.
These rival Chinese automakers sell multiple brands of vehicles under one banner and treat brands considered branded in China, such as Haval and Aion, as sub-brands.
That allows these automakers to brag about their overall sales and makes it much easier for these brands to break into the top 10 (or in GWM’s case, stay there).
Chery wants its eponymous brand to be among the top five brands by 2027, and Omoda Jaecoo aims to be among the top 10 brands in the same period.
The company has defended its export market strategy, which involves two brands offering overlapping products in the same segments. Chery and Omoda Jaecoo will be joined by another brand, Lepas, in the middle of the year.
“In Western markets the brand hierarchy is very vertical – this is entry-level, this is volume, this is premium, this is luxury,” Chery Australia chief operating officer Lucas Harris said Daily Sparkzin November 2025.
“My observation of what we see with Chinese brands is that it is much more horizontal.”
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