Omoda Jaecoo sister brand iCAUR to launch rugged 4x4 in UK
iCAUR is a brand that we’ve not heard of in the U.K., yet their cars have a familiarity about them, not because they’re from Chery International and a sister brand to Jaecoo and Omoda, but because the design has a strong whiff of influence from the Land Rover Defender, Mercedes G-Wagon and the Toyota Landcruiser.
Their first car, the iCAUR V27, will officially launch next year and will also mark Chery’s 30th anniversary. However, their website is up and running already to gauge interest, and with the might of Chery behind it, expect competitive pricing and aggressive marketing shortly to try and secure a strong foothold in the U.K. market and beyond.
Currently iCAUR’s sister brand has the title of UK’s best selling car with the Jaecoo 7 (as of September 2026) and yet that car has only been on sale for a year which highlights the power of Chery’s marketing.
Chery International describes iCAUR as “created for people who see a car as more than a way of getting from A to B. That outlook is captured in the brand’s guiding philosophy, ‘Born to Play’: a belief in self-expression over conformity, in challenging convention, and in the freedom to explore. This philosophy shapes every iCAUR, from design to dynamic capability.”
For chose concerned that this is simply another Chinese import, iCAUR will use Chery’s new R&D Centre of Excellence at UTAC Millbrook to refine and develop the car specifically for UK roads and UK customers tastes.
iCAUR will function as unique brand in the UK meaning it could have its own dedicated dealership network that’s specifically tailored to UK drivers cementing its brand identity and customer experience with a focus on staying indefinitely.
Following the V27 reveal, iCAUR will unveil its all-new V25 model at the iCAUR International User Summit next week.
But what makes iCAUR unique from Chery’s other brands is a ‘Born to Play’ identity with a focus on rugged SUV’s which breaks away from the traditional norms of producing, effectively, large hatchbacks where brands morph their SUV offerings into generic shapes. Little stand out from a crowd now, and this is perhaps where iCAUR might succeed.
The ruggedness will see the iCAUR clad with pronounced, body-coloured wheel arches, while a defined beltline runs along the body mimicking the ridgeline found in old Defenders. The V27 will have distinctive, flatter panels for that rugged visual appeal of a squared-off silhouette just like an original Defender.
The interior is said to offer generous space with good quality materials and physical buttons for key features, departing from other Chery brands that place the focus on the touchscreen, albeit there will still be screens in the car.
That squared off shape also allows for larger glass areas that will flood the cabin with light and provide a vantage point for younglings to glare out of where other brands might have high beltlines.
The V27 is designed to deliver electrified efficiency alongside off-road capability, but with plenty of on-road manners to create a best-of-both worlds approach. In theory, it should be a practical, capable family car, but it might find other purposes beyond that remit.
No details have been announced regarding powertrains other than they will be electrified. However, iCAUR will release more information of the coming months.
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About the Author
Graeme Cobb is a lifelong car enthusiast with a passion for writing about cars, EVs, industry updates and more.
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