​Chery has officially confirmed that its new iCaur brand is coming to the UK, with its first model on sale set to be the V27 electric SUV. 

iCaur will be treated and marketed as a separate brand to its Chery stablemates, which include Omoda, Jaecoo and the other recently launched badge Lepas. 

The new brand describes its new V27 as a “square-shouldered, five-seat SUV that pairs off-road capability with an advanced electrified powertrain”, so that’s something to look forward to. 

The brand is being positioned at the fancier end of the market, so we can expect nice interiors but with more of a price tag to match. 

The V27, from what we can see of it so far in the images released by iCaur, is very square and practical, with a design that looks like it’s mashed up the visuals of the Land Rover Defender and Toyota’s Land Cruiser. 

The off-roader is already sold in other parts of the world as a range extended EV with a battery size up to 51kWh. Not all versions are all-wheel drive, so it’ll be interesting to see what specification the UK car ends up with. 

There’s a V23 model that iCaur also sells, but it looks really ugly, and the smaller electric 03 model that looks a bit better. 

The company’s press release announcing the brand teases a new V25 model that’s being revealed next week, so perhaps that will be the second car on the roster in 2027. 

Why is it called iCaur?

Funny story – remember the EV that US tech giant Apple spent ages working on (known internally as Project Titan), never officially confirmed despite spending loads of money on the project and then dumped in favour of making CarPlay a bit better? 

Well, Apple holds the rights to the name ‘iCar’ outside of China, which is what iCaur goes by in its home territory. 

The iCaur name is meant to be pronounced the same as iCar, though, so hopefully the lawyers from Cupertino won’t be getting in touch. 

It's really hard to gauge the size of the car until we see it in person. Is this man really tiny and the dog really big?