Chery’s boxy SUV brand locks in first model for Australia

Chery will launch its iCaur brand in Australia early next year, with the boxy V25 mid-size SUV to be its first model.

The iCaur V25 will make its in-person debut in Australia at Everything Electric Sydney, which is being held over September 18-20. It made its global debut at this week's Chengdu motor show in China.

Described as an “expressive new energy brand” – 'new energy' being a Chinese term referring to plug-in hybrids (PHEVs), extended-range electric vehicles (EREVs) and electric vehicles (EVs) – iCaur is said to offer “a fresh proposition to Australia’s rapidly growing SUV market”.

It differs from existing Chery brands such as Chery, Omoda Jaecoo and Lepas (the latter due here this year) by offering vehicles with extremely boxy, rectilinear styling.

For now, Chery isn’t confirming any additional details about the V25, or about which other iCaur models will be offered here.

It says further details regarding Australian pricing, specifications and final launch timing will be announced closer to the V25’s local arrival in early 2027.

The V25 is iCaur’s newest model, and hasn’t yet gone on sale in China.

While its styling is reminiscent of rugged, body-on-frame off-roaders, it features car-like unibody construction.

Chinese-market specifications confirm it uses an EREV powertrain, with a 115kW turbocharged 1.5-litre four-cylinder petrol engine serving as a generator to recharge the 33.68kWh lithium iron phosphate (LFP) battery rather than driving the wheels directly. A pair of electric motors instead send drive to all four wheels, with the V25 boasting total system outputs of 335kW.

It's claimed to offer electric range of over 210km – understood to be on the more generous CLTC or WLTC cycle – and a total combined range of over 1200km.

It measures 4636mm long, 1920mm wide and 1855mm tall on a 2820mm wheelbase, making it 36mm longer and 65mm wider than the Toyota RAV4 on a 130mm longer wheelbase. Boot space is 378 litres, expanding to 998L; both the first and second rows of seats are claimed to be able to fold flat, and there are 41 storage spaces in the cabin.

The V25 rides on 21-inch alloy wheels, which are on the large side for its segment, while available equipment includes heated, ventilated and massaging front seats.

The mid-size SUV slots in neatly between iCaur's electric V23 small SUV and its flagship V27 EREV large SUV, though its styling more closely resembles the former.

The V23 and V27 have already been revealed in right-hand drive form, making them shoo-ins for a local launch. The former is slightly shorter than the Mazda CX-3, while the latter is larger than the Denza B5 and Land Rover Defender 110.

All iCaurs have a boxy body and chunky D-pillar treatments, with the V23 and V25 both featuring round headlight clusters and squared-off external spare wheel carriers.

The iCaur brand is being headed up in Australia by Kate Gillis, who was the managing director of Peugeot Citroen Australia from 2020 to 2024 before moving to the role of strategic growth head for Inchcape Australasia until early this year.

“Australia is one of Chery Group’s most important international markets, and we’re delighted to introduce iCaur as the next step in our long-term growth strategy,” said Ms Gillis in a statement.

“iCaur brings a new energy to the market, combining striking design with advanced EV technology and a playful, user-centric spirit.

“As we continue expanding our portfolio, iCaur will allow us to reach a new generation of buyers who value adventure, individuality and innovation.”

iCaur is known as iCar in China, where it was founded in 2023, but perplexingly gains a ‘u’ in export markets.

This led to the Inter-Industry Conference on Auto Collision Repair opposing Chery’s registration of the iCaur trademark in Australia, though Chery has confirmed the matter has been resolved with the other party.

If you’re confused how to pronounce the name, as you might be with other Chery brands such as Lepas, a Chery Australia spokesperson confirmed to CarExpert that “It is pronounced as ‘iCar’ with a silent ‘u’.”

Chery was relaunched here with a factory-backed distribution operation in 2023, before the Omoda Jaecoo brand was launched in 2025. These will be joined by Lepas this year, and by iCaur and Freelander – another brand specialising in boxy SUVs – in 2027.

Jetour, another brand that’s part of the broader Chery Group, has also confirmed it plans to launch here in 2027.

MORE: 2027 iCaur V25: Chinese SUV looks like a G-Wagen but is the size of a Toyota RAV4