There's another new car brand heading to the UK.
iCAUR, part of Chinese automotive group Chery, is preparing to launch in Britain in early 2027, with the rugged-looking V27 set to be its first UK model.
If the name is unfamiliar, that's understandable. But Chery certainly isn't starting from scratch in Britain. The group is already behind brands including OMODA and JAECOO, and iCAUR will give it another way to compete for UK car buyers.
So, what exactly is iCAUR, what do we know about the V27 and should established SUV manufacturers be paying attention?
What is iCAUR?
iCAUR is another automotive brand from Chery, one of the Chinese manufacturers rapidly expanding its presence in the UK.
Rather than simply putting an iCAUR badge on an existing Chery model, it is being introduced as a separate brand with its own identity and UK operation.
Its focus appears to be on distinctive, adventure-inspired electrified vehicles, and its first UK model gives us a pretty good idea of where the brand is heading.
What is the iCAUR V27?
The V27 is a five-seat SUV with the sort of chunky, squared-off styling that makes its intentions fairly obvious.
There are pronounced wheel arches, a relatively upright body and a side-opening tailgate, giving the V27 a much more rugged appearance than many of the smoother, road-focused electric and hybrid SUVs entering the market.
The rugged theme isn't just about appearance, either. iCAUR is positioning the V27 as a 4x4 capable of dealing with surfaces including gravel, grass and snow.
Inside, there's a more modern approach, including digital displays and a panoramic glass roof. Interestingly, physical controls have also been retained for important functions.
That's something we're pleased to see.
Touchscreens can work brilliantly for navigation, media and more detailed vehicle settings, but there are some controls you simply want to find quickly without having to work your way through a menu.
Is the iCAUR V27 electric?
Not entirely.
The V27 coming to the UK has been confirmed as an electrified hybrid SUV, rather than a fully electric vehicle.
Detailed UK specifications haven't been announced yet, which means we're still waiting for the figures that will really tell us what the V27 could be like to own.
Battery capacity, electric range, fuel economy, CO2 emissions and final UK performance figures will all be important, particularly when it comes to understanding how the V27 compares with its eventual rivals.
Until those specifications are confirmed, we'd be cautious about relying on figures published for versions of the car sold in other markets.
Will the iCAUR V27 be developed for UK roads?
This is one of the more interesting parts of the announcement.
Development work on the V27 will include testing and refinement for British roads at UTAC Millbrook.
That's important because bringing a global model to the UK isn't simply a case of moving the steering wheel to the other side.
Our mixture of motorway driving, fast A-roads, narrow B-roads, urban streets and inevitably the occasional pothole can highlight weaknesses in cars that haven't been properly set up for UK conditions.
We'll be interested to see how that work translates when we eventually get the chance to drive one.
How much will the iCAUR V27 cost in the UK?
We don't know yet.
UK pricing and the complete specification are still to be announced, and arguably these will be the details that determine just how interesting the V27 becomes.
The design may grab attention, but price, standard equipment, warranty cover, running costs and finance or leasing rates are likely to have a much bigger influence on whether British drivers actually choose one.
The UK dealer and aftersales network will be worth watching too, particularly for customers considering a relatively unfamiliar manufacturer.
When is iCAUR coming to the UK?
iCAUR is expected to launch in the UK in early 2027, with the V27 leading the way.
That means there is still plenty we don't know about the UK car, but we'd expect the picture to become much clearer as its launch approaches.
Another Chinese car brand. Does the UK really need one?
Perhaps that's the more interesting question.
The arrival of another unfamiliar badge might not seem particularly significant on its own. Look at the wider market, though, and things become much more interesting.
Chinese manufacturers are increasingly giving British drivers alternatives to established European, Japanese and Korean brands, often combining extensive specifications with competitive pricing and long warranties.
For the established manufacturers, that means more competition.
For drivers, it potentially means more choice.
But value isn't simply about getting the longest equipment list for the lowest price.
Buying or leasing a car from a relatively new brand means thinking about things such as servicing, dealer coverage, reliability, warranty support and how well the vehicle suits your everyday life.
That's why we'll be particularly interested in seeing how iCAUR positions itself when the V27 arrives.
Should you wait for the iCAUR V27?
It's too early to say.
There's enough about the V27 to make it interesting, particularly if you like its rugged styling and want an electrified SUV with genuine 4x4 aspirations.
But we'd want to see the final UK specification, pricing, warranty, running costs and, crucially, drive the car before making any meaningful recommendation.
And that's perhaps the most interesting thing about iCAUR's arrival.
A few years ago, many UK drivers wouldn't have recognised names such as OMODA or JAECOO. Now another Chery-owned brand is preparing to enter the market.
Whether iCAUR becomes another familiar name on British roads remains to be seen, but the established manufacturers certainly have another competitor to keep an eye on.
