As a new cool brand targeting the young and young at heart, iCAUR was born with confidence—standing on the shoulders of a giant. Backed by Chery's robust global resources, iCAUR inherits a strong foundation of international scale and reach. From localized manufacturing in Spain to R&D centers worldwide, Chery has established a comprehensive global ecosystem spanning the entire value chain—from supply and production to market presence. Now, iCAUR is extending this "In China, For Global" vision into a new era of global mobility.
iCAUR's confidence in global expansion is further reinforced by Chery's long-standing partnerships with leading international suppliers. At Auto Shanghai 2025, iCAUR unveiled its strategic roadmap—aiming to establish a presence in 100 countries and open more than 2,000 showrooms over the next three years. This ambition goes beyond sales—it reflects deeper localization and stronger market relevance.
Backed by Chery's premium global resources, iCAUR has rapidly advanced a three-pronged innovation model that integrates category, ecosystem, and culture. Breaking away from the homogeneity common in the NEV segment, iCAUR is design-driven, building a distinct brand identity from the outset. Its first model, the V23, pays homage to classic aesthetics with its boxy silhouette, while redefining the urban SUV category through all-scenario versatility. The result is a perfect fusion of retro charm and cool character.
iCAUR's open customizable ecosystem empowers users to express both functional needs and personal emotions, sparking a vibrant modification culture built around cool identity. More than a car brand, iCAUR promotes a young and young-at-heart lifestyle. By creating immersive experiences in camping, sports, and other lifestyle scenarios, iCAUR connects with local communities and becomes a true cool player for global users.
This vision is set to take shape at the iCAUR Brand Night in Dubai on August 1. Bringing together global partners and media, the event will spotlight one of the most anticipated highlights in the automotive industry—the debut of iCAUR's cool space identity (SI) store design. The rollout marks a significant step in bringing iCAUR's cool lifestyle concept to life for users worldwide.
According to sources, iCAUR's SI store concept features a cool play aesthetic, with a "toy box"-inspired architectural style that makes the store itself an eye-catching icon. Inside, users will discover immersive cool-play scenes designed to spark curiosity and engagement from the moment they step in. The store may also feature AiMOGA humanoid robots for in-depth interactive experiences, allowing visitors to explore a playful ecosystem that reflects the brand's vision of lifestyle. While discovering new vehicles, users are invited to fully experience what it means to live like a cool player.
These designs go far beyond conventional product displays—they serve as spatial expressions of a young and young-at-heart mindset. While many current SI store concepts across the industry tend to look alike and lack character, iCAUR takes design to the next level. The brand's SI stores lead the way in meeting the evolving tastes of young users. Here, cars are more than a means of transport—they become a gateway to lifestyle, and the store itself becomes a vibrant hub for cool culture.