THE recently concluded Chery International User Summit in Wuhu, China, was more than a gathering of global media, users, and brand partners. For delegates from the Philippines, it provided an immersive introduction to iCAUR, a lifestyle-focused new energy vehicle brand set to enter the local market with the V23 and V27. Held under the theme ‘Classic Never Fades | Make It Yours,’ the summit showcased the brand’s vision of blending retro-inspired SUV design, modern electrified technology, and user-driven creativity.
User-Driven Customization Carnival
ONE highlight of the Chery International User Summit was the iCAUR User-Driven Customization Carnival, an event that showcased the brand’s belief that ownership goes far beyond simply driving a vehicle. Designed as a platform for owners, designers, and enthusiasts, the carnival celebrated creativity and personalization through a wide range of customized models.
The V27 REEV AWD in action during the muddy off-road test drive
Around 20 modified vehicles were displayed alongside three factory-backed concepts: the V25 Game Changer, inspired by gaming culture; the V23 Forge, featuring a rugged wide-body off-road theme; and the V27 Sun Roam, a travel-inspired build that paid tribute to classic expedition vehicles.
The showcase extended beyond traditional vehicle modifications. User-created builds featured camping and overlanding gear, modular storage solutions, roof racks, and adventure accessories, while others were transformed into mobile coffee shops, bicycle repair stations, entertainment hubs, and social gathering spaces. One standout concept, called CYBER PARTY, reimagined the V23 as a mobile DJ booth complete with a deployable stage for outdoor events.
More importantly, the carnival demonstrated that these concepts are not merely show vehicles. It viewed customization as a key pillar of its future business strategy, with plans for dedicated personalization areas in showrooms, expansion of its Club Connect global community, and the introduction of official customized variants in international markets.
Rather than focusing solely on performance specifications or premium features, the brand is building an ecosystem centered on travel, outdoor recreation, gaming, photography, and lifestyle experiences. The carnival illustrated how a vehicle can become a canvas for self-expression and a reflection of its owner’s passions.
This approach could resonate strongly with Filipino buyers, who have long embraced SUV customization through lift kits, roof racks, aftermarket wheels, and adventure accessories. By integrating personalization into the ownership experience from the very beginning, it is turning customization from an aftermarket upgrade into a defining part of the brand’s identity.
V25’s global debut
THE festival’s centerpiece was the global launch of the all-new V25. Positioned between the compact V23 and the flagship V27, the V25 completes the brand’s growing V-Series lineup. It also sent a clearer picture of the expanding global portfolio.
Visually, the V25 remains faithful to the brand’s ‘Future Classic’ design philosophy. It combines upright proportions, a boxy silhouette, circular headlamps, and rugged styling cues with a thoroughly modern electrified platform underneath. The result is a vehicle that blends nostalgic SUV design with contemporary technology.
The V25 will be offered globally in two versions: a Battery Electric Vehicle (BEV) and a Range-Extended Electric Vehicle (REEV), making it the first model in the lineup to provide both fully electric and range-extended options.
The BEV version features an 80.16-kWh battery pack and is available in rear-wheel-drive and all-wheel-drive configurations. Output ranges from 185 kW in the rear-wheel-drive model to 335 kW in the dual-motor all-wheel-drive variant.
Depending on the configuration, driving range reaches up to 445 kilometers under the NEDC testing cycle, while DC fast charging from 30 to 80 percent can be completed in approximately 25.7 minutes.
Meanwhile, the REEV variant combines a dual-motor electric drivetrain with a 1.5-liter turbocharged engine that functions solely as a generator. Combined output reaches 335 kW and 505 Nm of torque, while pure electric range is rated at up to 150 kilometers. The vehicle also boasts a total range of more than 800 kilometers, addressing one of the most common concerns among potential EV buyers.
Other highlights include i-AWD intelligent all-wheel drive, more than 20 factory customization options, up to 1.8 tons of towing capacity, and vehicle-to-load functionality that can power outdoor equipment and appliances.
Although no official Philippine launch schedule has been announced, the V25 is widely expected to follow the local introduction of the V23 and V27.
A muddy first taste of the V27 REEV
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BEYOND static displays and presentations, summit participants could experience iCAUR’s capabilities firsthand on a muddy off-road driving course featuring the V27 REEV.
While the route was relatively short, it offered enough challenges to reveal the vehicle’s strengths. From the outset, the V27 projected a strong off-road presence. Its boxy bodywork, flared wheel arches, generous ground clearance, roof rails, side steps, large wheels, protective body cladding, and rear-mounted spare tire all contributed to its expedition-ready appearance.
Under the hood is a range-extended electric powertrain in which a 1.5-liter turbocharged engine serves as a generator while electric motors drive the wheels. In dual-motor all-wheel-drive form, the system produces approximately 335 kW and 505 Nm.
The benefits were immediately apparent on the muddy terrain. Electric torque arrived instantly, allowing the V27 to accelerate briskly through slippery sections without hesitation. Where conventional SUVs often need to build momentum, the V27 delivered immediate response and confident forward progress.
Its intelligent all-wheel-drive system proved equally impressive. Traction remained secure even through deep puddles and heavily churned-up surfaces, while wheelspin was effectively managed. Rather than overwhelming the driver, the system inspired confidence with smooth, predictable performance.
Perhaps the biggest surprise was the vehicle’s steering response. Despite its size, the V27 felt precise and easy to position. Even as the surface became increasingly slippery, the steering allowed accurate placement while maintaining stability when the rear of the vehicle began to rotate slightly through muddy turns.
Technology also played an important role. The V27’s camera and radar systems continuously displayed information about the surroundings, helping drivers identify obstacles, terrain changes, and potential hazards. Combined with the elevated seating position and excellent visibility, these features made even unfamiliar terrain feel manageable and less intimidating.
The next big disruptor in the SUV space?
THE Philippine SUV market has long been dominated by traditional formulas. Rugged off-roaders often rely on heritage and diesel power, while family SUVs prioritize comfort and practicality.
iCAUR appears determined to challenge both approaches. By combining retro-inspired styling, electrified powertrains, advanced technology, and factory-backed customization, the brand offers something genuinely different in a segment where many vehicles increasingly look and feel alike.
The V23, V25, and V27 are not merely niche adventure vehicles. Their blend of modern driver-assistance technologies, flexible powertrain options, practical interiors, and customization potential broadens their appeal beyond hardcore off-road enthusiasts.
For the Philippines, the timing could be ideal. Interest in electrified mobility continues to grow, yet concerns about charging infrastructure remain. The REEV technology found in models like the V25 and V27 offers a practical bridge between conventional internal combustion vehicles and full battery-electric vehicles.
Whether iCAUR can disrupt the established SUV hierarchy remains to be seen. However, after its strong showing at the Chery International User Summit, it is clear that the brand is bringing a fresh perspective to the market. With its unique mix of adventure, personalization, and electrified performance, iCAUR could appeal not only to enthusiasts but also to mainstream SUV buyers looking for something different.
If executed well, the brand could emerge as one of the more intriguing new players in the Philippine automotive landscape.