iCAUR is a new energy vehicle (NEV) brand under the Chery Group, which has been confirmed to launch its first products in the first quarter of 2026. You can expect hybrid vehicles and all-electric vehicles in a more rugged, outdoor-themed body style. The announcement follows the brand’s surprise local reveal at the upcoming 2025 Festival of Motoring, which should be an attraction.
A brief history dive shows that the brand is fairly new, having started in 2023. iCAUR positions its products as a brand that seeks innovative ways to connect people to the cars they drive. The brand claims that this connection is achieved through clean energy technology, attractive design, and a lifestyle-first approach to mobility.
While being new may raise some eyebrows and uncertainty, it is worth mentioning that the brand has already made waves and had a significant impact in its existing market with its distinctive design philosophy and intelligent vehicle platforms. Thus, iCAUR entering the market marks a milestone, as it counts as an expansion movement, supporting the fact that the brand is becoming well-known and, therefore, sales should increase.
“As the world embraces a new era of clean mobility, South African motorists deserve access to electrified vehicles that are as expressive as they are intelligent,” says Shannon Gahagan, National Brand and Marketing Manager at iCAUR South Africa. “iCAUR brings a new energy to the market, combining striking design with advanced EV technology and a playful, user-centric spirit. We’re here to make electric motoring more personal, more joyful and, importantly, more accessible.”
The iCAUR brand is underpinned by four global pillars:
- Category innovation: Creating new vehicle segments and product experiences.
- Playful co-creation: Inviting users to shape their vehicles and lifestyles alongside the brand.
- Emotional design: Balancing retro-futuristic aesthetics with modern functionality
- Lifestyle ecosystem: Extending beyond the car to include gear, content, and experiences
In a more local context, understand that iCAUR is currently working to create a retail network that will provide a secure dealership network, allowing not only the products to be available but also enabling the people on the ground moving the units to have a better understanding of what they are selling to the South African consumer. The brand aims to establish a footprint of 15 dealerships by the time of launch.
Further details on the iCAUR vehicle lineup destined for South Africa will be announced closer to the local launch.