Emphasizing Enduring Classics, iCAUR Presents Its New Brand Vision
WUHU, China, Oct. 21, 2025 — On the afternoon of October 19, a smooth jazz ambiance filled the air at the iCAUR (one of Chery Automobile’s overseas brands) International User Summit. The brand launched a global discussion centered on Classic, Co-creating, and Innovation, convening more than a hundred global partners.
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From Mobility to Lifestyle
The session commenced with a speech by Ms. Wang Yu, Vice President of iCAUR International, who outlined the brand’s global vision and strategic roadmap. “Our aim goes beyond merely producing vehicles; we are actively engaging in defining how individuals will experience mobility in the coming decade,” she stated.
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iCAUR has established a market presence spanning 28 countries and regions. Ms. Wang emphasized, “Annually, we plan to introduce over 200 new ecosystem products, fostering a unique and premium brand ecosystem. This initiative will propel iCAUR’s transformation from a pure mobility provider to a comprehensive lifestyle brand.” She added that genuine globalization entails more than just expanding sales; it involves the profound integration of brand philosophy, service frameworks, and user-centric value.
Making Classic Cars for New Energy Era
For a vehicle to be truly classic, it must offer enduring and tangible value. iCAUR aims to design distinctive, classic vehicles tailored for the new-energy era. The brand seeks to transcend passing trends and solidify its global reputation with a singular cultural identity. “Currently, many New Energy Vehicles (NEVs) are commonplace and impersonal. iCAUR’s core mission is to reintroduce individuality and distinct style to the driving experience,” said Dr. Su Jun, Vice President of Chery Automobile and CEO of iCAUR Brand.
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In design, iCAUR adheres to the design philosophy of “Less is truer.” The brand focuses on creating vehicles designed as travel companions, featuring a minimalist yet inviting aesthetic that genuinely resonates with users. Every vehicle is engineered for longevity, aspiring to become an authentic classic. “Dr. Su underscored that the most challenging aspect of classic design is not the inclusion of elements, but rather the judicious omission of them,” Dr. Su emphasized. The V27, for instance, showcases this approach with its subtly squared yet classic curves, distinctive round front lights, and larger wheels, embodying a timeless off-road aesthetic. Its clean geometric lines, sculpted surfaces, and understated technological elements collectively convey its unique character and allure immediately. It deliberately shuns fleeting trends, instead discovering enduring beauty in its inherent simplicity.
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From a functionality standpoint, Mr. Ma Yongdong, CTO of iCAUR brand, articulated that iCAUR designs its products according to the 5R principles—Respect, Responsibility, Rigor, Reliability, and Relationship. This approach ensures long-term, versatile utility, with modern technology continually reinvigorating the product’s core functionality. The V27 serves as a prime illustration, boasting a 1.5T engine with a remarkable 44.5% thermal efficiency, a premium REEV system, robust off-road capabilities, and an expansive interior. Consequently, it is exceptionally well-suited for a myriad of journeys, ranging from extensive adventures to family excursions. Furthermore, iCAUR vehicles are equipped with numerous standardized ecosystem interfaces and substantial room for future upgrades. This empowers users to personalize their vehicles and collaboratively forge new usage scenarios, thereby discovering a more enriched and adaptable lifestyle.
Each epoch produces its own enduring classics. For the new energy era, iCAUR’s definition of a classic is rooted in a profound understanding of contemporary user aspirations. Users desire functional, progressive vehicles that also offer deep emotional connection. They appreciate timeless design and are drawn to the excitement of advanced technology. These individuals are enthusiasts of classic aesthetics, urban explorers, and adventurers in nature. iCAUR integrates classic design, innovative technology, and collaborative creation to cultivate a sophisticated lifestyle, hand-in-hand with its users.
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From China to the World: Aiming for Global Leadership
iCAUR is committed to becoming a globally leading New Energy Vehicle (NEV) brand. This ambition is already progressing with substantial achievements. In China, the brand’s inaugural model, the V23, distinguished by its bold and novel design, significantly surpassed market projections following its introduction. Throughout 2025, iCAUR presented the V27 at various international events in locations such as Shanghai, Dubai, and Qatar. This unveiling garnered immense global attention, accumulating over 20 billion views, media coverage in more than 100 countries, and exceeding one million social media engagements.
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Over the next five years, iCAUR intends to expand its presence into over 100 countries, thereby offering more individuals the opportunity to drive an iCAUR vehicle and discover the world. Capitalizing on its burgeoning global presence, iCAUR has cultivated an integrated ecosystem spanning research & development, manufacturing, and digital functionalities. This robust infrastructure underpins global design processes, comprehensive international testing, collaborative global teamwork, and the fostering of an authentic global brand culture.
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Concluding the brand session, Mr. Si Fenghuo, CEO of iCAUR International, formalized distribution partnerships with entities from the UAE (AUH), South Africa, and Paraguay. These agreements heralded a new phase in the brand’s international expansion.
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Operating under its fresh brand vision, “Classic Never Fades,” iCAUR is dedicated to forging new-energy classics by leveraging innovation and collaborative creation. The brand is progressively expanding its reach and fundamentally reshaping the concepts of refined lifestyle and intelligent mobility worldwide.
Contact: Jason Zeng
Email: icaurinternational@mychery.com
Website: https://www.icaurglobal.com/
Photos accompanying this announcement are available at:
