Chery Group’s new iCaur brand has dropped plans for a utility vehicle, redirecting its focus to electrified SUVs before its 2027 Australian debut. The shift signals a departure from diesel-powered, body-on-frame four-wheel-drive models, instead targeting road-focused electric SUVs rather than rugged work vehicles.
Initial product planning for iCaur included a pickup truck, but company leaders ultimately rejected the idea. Ma Yongdong, the brand’s chief technology officer, acknowledged the concept was explored but discarded in favor of higher-volume models. Ronna Luo, the chief executive, made it clear: “We don’t have any pickup, or truck, in the plan.”
Chery Group is now distributing its four-wheel-drive and heavy-duty offerings across its expanding lineup. The Stockman ute, developed under Chery’s main brand, will arrive in Australia with a diesel plug-in hybrid system and a new ladder-frame structure. Meanwhile, Jetour’s Zongheng division is developing its own four-wheel-drive wagons and utes on a separate platform.
This reorganization lets iCaur concentrate on monocoque SUVs that borrow visual elements from traditional four-wheel-drive vehicles, such as the upcoming V25 and V27, without the added weight and engineering challenges of body-on-frame designs. Diesel engines are no longer part of the equation, with Luo rejecting hybrid diesel configurations outright.
The first three iCaur models, the V23, V25, and V27, will feature electric or range-extender hybrid powertrains. Testing has shown the brand’s off-road capabilities, though the V25, a mid-size SUV, will lead the Australian launch in early 2027. The larger V27 will follow in hybrid form, with a hybrid version of the V25 expected later.
iCaur is being positioned as Chery’s premium brand, with Australian sales and service operations kept distinct from the existing Chery network. Luo confirmed dealer recruitment has started, though no details have been released about the number of outlets or the timeline for their rollout.
While iCaur’s initial lineup consists of boxy SUVs, the brand intends to diversify quickly. Luo indicated the company does not want to be limited to square styling, suggesting future crossovers and other body styles are in development. For now, the focus remains on electrified, road-oriented SUVs, leaving heavy-duty and off-road segments to Chery and Jetour.
