Chery Expands UK Footprint With iCaur Brand, V27 SUV Due Early 2027

Chery is adding another nameplate to its rapidly growing British portfolio. The Chinese automaker confirmed that its iCar marque will start selling vehicles in the United Kingdom from early 2027, operating there under its overseas identity, iCaur. Leading the charge is the V27, a five-seat SUV that serves as the brand’s flagship model.

The move makes iCaur Chery’s fifth brand in Britain, slotting alongside Omoda, Jaecoo, Lepas and the core Chery badge. It marks a continuation of a multibrand strategy that began when Omoda arrived in 2024. That approach has paid off quickly: combined, Chery’s brands accounted for 7% of the UK market over the first nine months of this year, positioning the group as the country’s best-selling Chinese automaker, according to SMMT figures. September was particularly strong, with the combined share climbing to 9.4% as the Jaecoo 7 took the title of the UK’s top-selling model.

The V27 itself is a boxy, upright SUV that launched in China this March as iCar’s first extended-range electric vehicle. In other markets it pairs an onboard combustion engine with electric drive, though Chery has not said whether the UK-spec version will carry the same powertrain. Pricing and full technical details for Britain remain under wraps for now. What is clear is that Chery intends to tune the vehicle specifically for British roads, work that will be carried out at its new research and development center at UTAC Millbrook.

Unlike a simple badge swap, iCaur will operate with its own dedicated team and separate sales channels rather than being folded into the existing dealer network used by Omoda, Jaecoo and the other Chery brands. The marque is already present in 40 countries and is pushing into local assembly abroad, with the V23 SUV having rolled off a Malaysian production line in July.

The UK launch fits a broader pattern of global ambition at Chery, which is also reportedly considering bringing Omoda and Jaecoo back into the Chinese market to target its premium segment. For British buyers, the arrival of iCaur adds yet another Chinese-branded option in the SUV space, and the V27’s blend of rugged styling and range-extender technology could give it a distinct identity among the group’s existing offerings. Final pricing and powertrain confirmation are expected closer to the 2027 on-sale date.