iCAUR is changing the way customers buy cars
The Festival of Motoring at Kyalami is a place for enthusiasts and rubber shredders to engage with the industry hands-on. Unfortunately the festival has changed over the past few years from what once was an opportunity to experience your dream cars around SA's best and most iconic track to more of a brand engagement and exhibitor experience.
Chinese manufacturers are now snatching up the pit space to showcase their latest models. Normally this comes with a few slightly slower lap experiences and bold displays, but the Chery group revealed a new brand at the festival this year, and it fits in.
It's called iCAUR, and it's as far from a boring brand as they come. No, it's not an Apple product, but it's not as far off as you might think. When we arrived at the festival, the iCAUR stand was the first to grab our attention. A few months ago, we reported on iCAUR's imminent arrival, and now that the brand has finally revealed its plans at FOM.
iCAUR's EV mission will begin in the first quarter of 2026 with the 03T and the V23, with a strong emphasis on customisation. The 03T is a new name for a Jaecoo car we've seen before, the J6. Due to the car's complete electrification and the introduction of the iCAUR electric brand, the J6 is now known as the 03T. The V23, on the other hand, is an entirely new vehicle.
There is a lot going on in the V23's design, with hints of Defender and Jeep blended together with a degree of retro style in an overall attractive-looking product. It's clear that offroad adventures are central to this vehicle's design, and its customisation reflects that. Exterior ladders, bull bars, unique wheel designs, and dynamic custom paintwork are all on offer on the V23, and seeing them in person only heightened my interest.
Speaking with Shannon Gahagan, the national brand and marketing manager at iCAUR South Africa, she explained that iCAUR's strategy enables customers to customise their cars to adapt to their lives, emphasising personality and individuality. Effectively, this means that almost all iCAURs will be unique in some way, from the colour to the specs, all of which are designed to give customers a palette to choose what they want and what appeals to them.
I drove the 03T, formerly known as the Jaecoo J6, and was blown away by its quick acceleration, road handling, and quality both inside and out. It's also a quirky car with character, which is not often found in Chinese cars. The V23, which I have yet to drive, has the potential to impress if it retains the lively acceleration and focus on feel, like the 03T, while also offering a higher level of off-road capability, as its exterior suggests. This is particularly evident in the addition of more buttons and dials in the cabin, all while maintaining the futuristic feel the brand is aiming for.
So iCAUR is here, and the brand will start selling cars in early 2026 under the Chery mothership. It's clear that the brand is still gunning for GWM's Ora brand, only it's a touch more adventurous with its positioning. Are EVs still the hype in our market? Not really, but if they come in at an aggressive price point or sub-R1m mark, they definitely have a shot at selling a fair number of these cool-looking cars. But, like most pure EV or hybrid off-roaders, I wish they were available in diesel.
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