Chery is preparing to introduce another automotive brand to the UK, with iCaur scheduled to arrive in early 2027. The new marque will focus on off-road-inspired SUVs, with the large V27 confirmed as its first model for the British market.
The launch will further expand Chery International’s growing portfolio of brands as Chinese manufacturers continue to establish themselves in the UK. With electrified powertrains, distinctive styling and increasingly diverse model ranges, these manufacturers are competing across more segments of the automotive market.
The launch follows a wider expansion of Chery’s UK presence, with the manufacturer preparing to introduce further models and broaden its offering. Read more about Chery’s plans for its UK model range.
iCaur To Operate As A Standalone Brand
Rather than being introduced as a model range within the existing Chery brand, iCaur will operate independently, with its own team and route to market. This follows a similar approach to Lepas, another brand introduced as part of Chery International’s wider expansion. Its Lepas L8 plug-in hybrid SUV is another example of the group’s growing presence in the UK market.
The brand is known as iCar in China, but it will use the iCaur name in international markets because Apple already owns the iCar trademark outside its home market.
The decision to establish a separate brand provides Chery with another route into the SUV market, allowing it to develop a distinct identity and target buyers looking for vehicles with a more rugged appearance.
The move comes as Chinese car manufacturers continue to gain ground in the UK market, increasing the choice available to motorists across a range of vehicle categories.
iCaur V27 Leads the UK Line-Up
The V27 will be iCaur’s first UK model and is described as combining original design with a strong visual identity.
Its exterior features a large, boxy silhouette intended to convey a robust, off-road-inspired character. This styling sets it apart from more conventional family SUVs, while its proportions suggest an emphasis on space and everyday practicality. Other manufacturers are also developing SUVs with bold, rugged styling, including Geely’s Defender-inspired Project K011, which is expected to reach European markets towards the end of 2027.
Inside, the V27 features a high-quality cabin with numerous physical buttons and a large glasshouse designed to allow plenty of natural light into the interior.
The use of physical controls is a notable design choice at a time when many manufacturers are moving more functions onto touchscreens. The issue is also attracting attention from safety organisations, with Euro NCAP’s approach to physical controls relevant to the wider debate over vehicle usability and driver distraction.
Chery has not yet announced the full UK specification, so details such as boot capacity, towing capability, pricing, trim levels and the complete equipment list remain outstanding.
Electrified Powertrain Expected
Although the UK powertrain specification has not been confirmed, the V27 is expected to feature an electrified drivetrain, with all-wheel drive also anticipated. AWD and four-wheel drive are not identical systems, and their suitability depends on how a vehicle is intended to be used. Our guide to the differences between AWD and 4WD explains how the two approaches differ.
In other markets, the model uses a 449PS range-extender powertrain. Range-extender vehicles use an electric motor to drive the wheels, while an onboard combustion engine generates electricity to help maintain battery charge when required.
This differs from a conventional battery-electric vehicle, which relies entirely on electricity stored in its battery, and from many conventional plug-in hybrids, in which the combustion engine can also drive the wheels.
The range-extender approach is designed to combine electric driving with the reassurance of additional energy from fuel, potentially making longer journeys more convenient where charging opportunities are limited.
The exact technical configuration and availability of this system in the UK will need to be confirmed by Chery. Official UK figures for electric-only range, overall driving range, battery capacity, charging speeds and energy consumption have yet to be announced.
All-wheel drive could also appeal to buyers who need additional traction in more demanding driving conditions. However, the V27’s actual off-road capability will depend on its final UK specification and the technology fitted to the production vehicle.
Drivers comparing different electrified powertrains can read our guide to BEVs, PHEVs, hybrids and conventional petrol and diesel vehicles, which explains the main differences between the technologies.
Development For UK Roads
Before the V27 reaches British showrooms, the vehicle will undergo further refinement and development for UK driving conditions at Chery Automobile’s new research and development centre at UTAC Millbrook.
Adapting a vehicle for the British market can involve assessing its handling, ride comfort and performance on local roads, alongside other considerations relevant to the intended specification.
The work will be particularly important in determining how the V27 performs on UK roads, given its large proportions and off-road-inspired design.
The development programme also demonstrates the importance of local engineering as international manufacturers introduce vehicles designed for different markets. Adjustments may be needed to ensure a vehicle meets local expectations for driving dynamics, comfort and usability.
Further information about the final model is expected in the coming months as the brand prepares for its planned launch.
What The iCaur Launch Means For UK Buyers
The arrival of iCaur will give UK motorists another brand to consider when choosing an SUV, particularly if they are interested in distinctive styling and electrified powertrain technology.
However, the V27’s competitiveness will depend on details that have yet to be announced, including its UK pricing, equipment levels, warranty provision and powertrain specifications. Warranty cover is another factor worth checking when comparing newer manufacturers. Our article on the extended warranties offered by Chery, Jaecoo and Omoda provides further background.
It will also enter a market where buyers have an expanding choice of electric and hybrid vehicles, with manufacturers competing on driving range, technology, running costs and overall value. This growing choice is part of a wider shift in the UK automotive market, where new brands and powertrain options are giving buyers more alternatives when choosing their next vehicle. Read more about how the UK vehicle market is changing.
For Chery, the launch represents an opportunity to build on the recognition already established by its other brands in the UK. A separate identity could help iCaur appeal to buyers seeking a more adventure-focused vehicle rather than a conventional family SUV.
The arrival of iCaur comes as Chinese manufacturers continue to strengthen their position in Britain, with brands accounting for 15% of UK new car registrations during the first half of 2026. Read more about the rapid growth of Chinese car brands in the UK.
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