iCaur's Australian plans detailed

The latest brand to hit Australian shores from Chery Group, iCaur, has just made its public debut, and here's what you can expect from the unusual new brand.. iCaur Australia's Head of Brand Kate Gillis told CarsGuide where the new marque will sit in Chery's greater line-up, how it's differentiated from rivals, and a bit on what's coming next.. The brand's first product is the V25 mid-size SUV..

It wears boxy 4WD styling, although it isn't as adventure capable as some rivals.. It will also launch early next year in fully electric form and a range-extender hybrid version will arrive at a later date.. When asked why the brand was launching with a fully electric over a hybrid, Gillis said it was part of making a splash for the new brand, giving it a way to instantly stand out in a crowded market..

"iCaur is a new-energy native" she said.. "We wanted to have the first product and our flagship for now being a full battery electric vehicle.. It's a point of difference for us - obviously there are PHEVs already in this boxy SUV format, but nobody is doing a battery electric and we want to be the first to market with that." "It's for people who enjoy experiences and are electric car progressives..

They want an EV but they're not sure that it will fully suit their lifestyle - [the V25] is meant to be a better fit for them." While the V25 has boxy styling clearly inspired by proper four-wheel drives, it rides on a monocoque chassis rather than a hardcore ladder frame, and has less ground clearance than some rivals, with the underbody space designed to maximise batteries in fully electric versions.. The hybrids in the brand's range sold overseas are range-extenders, with no hardware linkage between the engine and wheels, which are driven purely by electric motors.. Performance is as high as 335kW/505Nm, according to Chinese specifications..

The hybrid version will launch first in its domestic market and will be equipped with a 1.5-litre engine producing 115kW paired to a 33.68kWh battery good for a 150km electric driving range.. Specs for the fully electric V25 which we'll see in early 2027 are yet to be revealed, even overseas.. When asked how adventure capable iCaur is positioning itself given the styling, Gillies said the V25 and the rest of the range won't be pitched as hardcore off-roaders..

"It will be a very capable all-wheel drive - we wouldn't say we're up in that rugged category." While pricing for the V25 was yet to be confirmed, but Gillis said iCaur was for "buyers with a higher discretionary income", and if that means a more niche customer base compared to other Chery Group brands, that's okay.. "We won't be a mass-market brand like Omoda Jaecoo or Chery - we'll be more premium and the product opens up that opportunity for that new price point," she said.. This capable but not hardcore positioning seems to place the iCaur V25 as a rival to the likes of the Subaru Solterra (from $61,990) or the also-just-revealed next-generation Haval H7, which GWM promised would be priced less than $50,000..

We can at least expect it will be priced above the current Chery Tiggo 7 PHEV, which starts from $34,990 drive-away, leaving a healthy $15,000 price gap for the incoming mid-sizer to shine.. iCaur is also considering multiple versions of the V25, and may not just stick to all-wheel drive from launch, with rear-wheel drive options also being available to the brand.. A big part of what sets iCaur apart, Gillis says, will be a commitment to customisation, something the brand is working on to have available at or close to the brand's launch..

"There's a lot about modification and accessories and a real practical element around the iCaur brand," she said, "the goal is to have no two iCaurs be quite the same - we're going to be working with our dealers to make sure those accessories are both easy to choose but also easy for them to install - no waiting three months for parts - and it can all be installed inside our network." She added new technologies also add opportunities for the brand to stand out for adventurous buyers;. "Things like vehicle-to-load systems are certainly something we're looking at as part of the spec offering." On the topic of dealers, Gillis said iCaur is aiming to have national coverage from day one, and the brand was being picky about what dealer applications it selects.. "They may have other Chery brands or not" she said, "but that doesn't automatically qualify them..

We'll be carefully choosing them based on compatibility.. We've had a lot of applications where we've said it's not quite right for us." She said the local division was looking to import some of the fun showroom appeal which the brand has for its outlets in China.. iCaur will face internal competition on the boxy SUV front from fellow Chery Group brand Jetour, which is also planned to launch in 2027..

Jetour is set to be independently imported rather than factory backed, like the rest of the Chery Group brands currently sold in Australia.. Stay tuned for more details on iCaur's Australian launch plans before the end of this year..