Customisation important for iCaur

CUSTOMISATION has been placed high on Chinese newcomer iCaur’s list of priorities, with its local head of brand Kate Gillis promising the availability of a range of accessories and liveries for its incoming products for Australia, including its debut model the V25 electric SUV.

Making its public debut at the recent Everything Electric show in Sydney, the iCaur V25 took to the stands decked out in a green, white and orange livery, complete with “25” and “V25” decals.

Speaking with GoAuto at Everything Electric, Ms Gillis said the V25’s boxy SUV design and new-energy focus makes it a “category definer”. However, these aren’t the only traits that will distinguish the Chery-owned brand’s first model for the Australian market.

“The other side of it is, and you’ll see in terms of the livery, that it is a customised brand,” she said.

“There’ll be some modifications and accessorising, so you can make it what you want. So, customers will be able to go into dealerships and pick and choose a range of accessories.”

While Ms Gillis revealed little about the scope of the add-ons, this would seem to indicate that iCaur will have a similar genuine accessories program to those offered by many established marques Down Under, potentially providing additions like roof racks, tow bars, nudge bars, bonnet protectors, light bars, and floor mats.

Ms Gillis said iCaur’s accessories will suit its vehicle’s lifestyle focus and will be offered in the name of practicality.

“It’s a type of brand that allows you to have a lifestyle of having a car which is very very capable, but also very practical,” she added.

“We will have a range of accessories that will suit that need of being practical.”

According to Ms Gillis, a selection of liveries will also be available for the V25, further expanding the breadth of customisation options, details of which will be made available close to the model’s arrival in early-2027.

“There will be a selection of liveries available as well as accessories, and there’ll be more information on that when we get closer to launch,” she told GoAuto.

While the full scope of iCaur’s livery offerings are yet to be revealed for Australia, overseas markets could offer a glimpse of what’s to come…

In South Africa, iCaur allows customers to personalise their V23 – an SUV smaller than the V25 – on its website with custom wraps which are professionally applied at iCaur dealerships.

Ms Gillis would not reveal iCaur’s local sales aspirations for the V25, but in lieu of specific volume targets she said that launching a vehicle that can be personalised and is loved by customers and dealers alike as the brand’s main target.

“We’re not a brand that has got that aspiration of having a particular market share or a number,” she noted.

“We want to make sure that we’ve got a brand that customers love, that can be accessorised, that dealers are very happy with as well.

“It’s just a matter of getting out into the market and launching.”

The iCaur V25 will arrive in Australia in battery electric form, with the potential for an EREV variant to follow.

Further details including full pricing and specifications are expected closer to launch.

iCaur’s local launch will mark the arrival of the Chery Group’s fifth brand for the Australian market since it made its local return in 2023.