Chery’s Quest for Expansion: Is Four Brands Enough in Australia?

Chery to Launch iCaur Brand in Australia

Chery, the Chinese automaker, is continuing its local expansion with plans to introduce a new brand, iCaur, in Australia within the next 18 months. Positioned as a youthful electric vehicle brand, iCaur will join Chery’s existing lineup, which includes Omoda Jaecoo and Lepas.

While the exact launch date has not been confirmed, Tim Krieger, head of public relations and communications at Chery Australia, suggests that 2027 is the most likely timeframe for the introduction of iCaur. He mentioned that there is a high level of interest in the new brand.

Chery International president Zhang Guibing first announced the arrival of iCaur for the Australian market at the 2025 Shanghai motor show. Since then, Chery Australia has been making progress towards bringing iCaur Down Under.

The iCaur brand will exclusively offer electric vehicles and extended-range electric vehicles, with models like the 03, 03T, V23 compact SUVs, and the V27, which is comparable in size to the Toyota LandCruiser.

It is expected that the V23, a compact SUV similar in size to the Suzuki Jimny, will be the first iCaur model to be available in Australian showrooms. The V23 features a 100kW electric motor and a 47.3kWh battery, offering a driving range of approximately 301km.

Chery Australia’s approach to introducing multiple brands, including iCaur, is aimed at catering to different types of buyers rather than following a traditional brand hierarchy based on price or prestige.

Overall, Chery’s expansion in Australia signals a significant step towards offering a diverse range of electric vehicles to the Australian market.