Chinese automaker Chery is expanding its presence in Australia with yet another brand, iCar – a boxy SUV specialist. Launch is planned for early 2027, though the name itself is uncertain; trademark issues may force a rebrand to “iCaur,” despite its apparent lack of meaning. This strategy highlights a unique approach by Chery compared to competitors like GWM and GAC, who consolidate brands under a single umbrella.
iCar’s Electric-Focused Lineup
Launched in 2023 as an electric vehicle (EV) brand, iCar quickly added extended-range EVs (EREVs) to its portfolio. In China, the vehicles are sold under the Chery Fulwin sub-brand, similar to how Omoda Jaecoo models are marketed domestically. The lineup consists entirely of boxy SUVs, a popular design trend in China, evidenced by vehicles from GWM’s Tank and BYD’s Denza.
The entry-level iCaur V23 measures 4.22m long with a 2.735m wheelbase, making it slightly shorter than a Mazda CX-3 but with a longer wheelbase. It offers two powertrain options: a 100kW single-motor with 360km NEDC range or a 155kW dual-motor with 430km range. The larger V27, sized like a Toyota LandCruiser 300 Series, features a 1.5-liter turbocharged engine paired with one or two electric motors. It provides up to 150km of NEDC range. A third model, the 03, is also available in markets like Malaysia and South Africa.
Trademark Challenges and Market Strategy
Chery’s iCaur trademark filing is currently opposed by the Inter-Industry Conference on Auto Collision Repair, which has until March 16 to present evidence. This dispute underscores the complexities of international branding, where even seemingly arbitrary names can face legal hurdles. The company’s decision to launch separate brands—Chery, Omoda Jaecoo, and soon Lepas—diverges from other Chinese automakers. Chery aims for its namesake brand to be among the top five by 2027, with Omoda Jaecoo targeting the top ten.
The company defends its strategy, arguing that Western markets favor a rigid brand hierarchy (entry-level, volume, premium, luxury), while Chinese brands operate more horizontally. This approach may allow Chery to bypass certain market constraints and compete more effectively.
“In Western markets, brand hierarchy is very vertical… but what we see in Chinese brands is much more horizontal.” – Lucas Harris, Chery Australia COO.
This expansion signals Chery’s ambition to secure a stronger foothold in the Australian market, despite the challenges of brand differentiation and trademark conflicts.
