Chery Group, the Chinese automotive giant behind popular brands such as Chery, Jaecoo, and Omoda, has announced plans to introduce a new energy vehicle (NEV) brand, iCAUR, to the South African market in the first quarter of 2026. This move marks a significant expansion of Chery’s electrification strategy on the African continent.
Founded in 2023, iCAUR (pronounced “eye car”) is a next-generation automotive brand focused exclusively on sport utility vehicles (SUVs) powered by electric and hybrid drivetrains. The brand has already made its debut in several international markets, including China, India, and Malaysia, where it has positioned itself as a youthful, tech-forward alternative in the growing EV segment.
While specific models destined for South Africa have not yet been disclosed, the company has confirmed that the local lineup will include a mix of fully electric and hybrid SUVs, tailored to meet the needs of South African drivers.
“As the world embraces a new era of clean mobility, South African motorists deserve access to electrified vehicles that are as expressive as they are intelligent,” said Shannon Gahagan, National Brand and Marketing Manager at iCAUR South Africa. “iCAUR brings a new energy to the market, combining striking design with advanced EV technology and a playful, user-centric spirit. We’re here to make electric motoring more personal, more joyful and, importantly, more accessible.”
According to the company, iCAUR South Africa is currently finalizing its retail and service network, with plans to establish 15 dealerships across key metropolitan areas by the time of launch. These locations will serve as both sales and after-sales hubs, ensuring a seamless ownership experience for early adopters.
In addition to its vehicle rollout, iCAUR plans to introduce a series of lifestyle partnerships, brand activations, and community engagement initiatives aimed at building a strong emotional connection with South African consumers. These efforts are part of a broader strategy to position iCAUR not just as a car brand, but as a mobility lifestyle brand for the modern, environmentally conscious driver.
South Africa is a country with a rich outdoor lifestyle, vibrant urban culture and an increasingly energy-conscious mindset. These are the communities iCAUR is built for.
Shannon Gahagan
The introduction of iCAUR comes at a time when South Africa’s automotive market is slowly but steadily shifting toward electrification, driven by rising fuel costs, growing environmental awareness, and increasing interest in sustainable transport solutions.
