The brand will launch with an initial network of 20 dealerships, with further expansion planned as demand and market opportunities evolve over the next 12 to 24 months.

The first phase of the rollout will prioritise establishing a strong national footprint, with dealerships planned across most of South Africa’s provinces.

All dealerships will be fully operational before market entry, offering complete sales and after-sales capabilities from day one, says the Chinese manufacturer which is a subsidiary brand founded in 2023 by Chery.

The brand claims it targets younger, tech-savvy consumers with "fun" and "funky" vehicles and will expand Chery's presence in the NEV space. The focus will be on EVs and range extender electric vehicles (REEVs).

Physical dealerships form a central pillar of iCAUR’s positioning in South Africa. Each location will reflect the brand’s distinctive identity, combining functional retail spaces with a lifestyle-driven, immersive environment designed to resonate with modern consumers.

Rather than traditional showrooms, iCAUR dealerships will incorporate lifestyle elements linked to customer interests such as camping, running, fishing, rock climbing, and gaming. These features aim to create a playful, engaging experience that connects the brand with everyday life beyond vehicle ownership.

In preparation for launch, comprehensive parts supply and aftersales support structures are being established to support the national dealer network from day one. iCAUR’s dealer network will be supported by centralised technical and after-sales assistance during the early stages of market entry, ensuring continuity and confidence across service operations, the brand claims.

Technical and service training programmes are already underway. Dealer technical teams will receive comprehensive training ahead of launch, supported by additional training for service frontline and aftersales staff, as well as the rollout of dedicated warranty and service systems.

Further details regarding parts availability, servicing processes, technical support, and service standards will be communicated closer to launch. These systems are currently under development to ensure a seamless and customer-focused market introduction.

“Launching the V23 and 03T in May alongside a national dealership footprint allows us to deliver a complete iCAUR experience from the outset,” comments Shannon Gahagan, National Brand and Marketing Manager for iCAUR South Africa.

“Looking ahead, the planned arrival of the 03T REEV towards the end of 2026 reflects our commitment to expanding the range in line with customer expectations and market readiness,” she says.