While Apple's automotive ambitions remain a mystery, Chinese automaker Chery is already making moves with its iCar brand – an electric vehicle (EV) marque specializing in boxy SUVs. Chery has trademarked the iCar name in Australia, sparking speculation about a potential local launch.
iCar: Chery's Quirky EV Brand
Established in 2023, iCar's name cheekily echoes the rumors of Apple's long-abandoned vehicle project. However, iCar is very real, offering a range of electric SUVs with distinctive, boxy designs.
Australian Trademark Filing
Chery filed a trademark for the iCar brand with IP Australia on December 23, 2024, specified for use on new vehicles. This move has ignited interest in whether Chery plans to introduce iCar to the Australian market.
Chery Australia's Response
When questioned about the possibility of iCar's arrival, a Chery Australia spokesperson stated, "We are always interested in exploring models across the exciting Chery product range, however, currently there are no plans for either vehicle for the Australian market." This statement also referred to the Omoda C9, another vehicle previously considered for Australia.
Chery's Brand Strategy
It's currently unclear if Chery will deviate from its current strategy of selling vehicles under the Chery and Jaecoo brands in Australia. Jaecoo, set to launch later this year, will be positioned as a more premium brand, which explains why the Omoda C9 has not been released in Australia, as it doesn't fit in Chery's main line-up or the Jaecoo nameplates.
iCar Models: 03 and V23
iCar's current lineup includes the 03 and V23 SUVs.
- iCar 03: This model, also sold as the Jaecoo J6 in certain markets, including Thailand, offers a blend of ruggedness and practicality. Measuring 4406mm long, 1910mm wide, and 1715mm tall on a 2715mm wheelbase, its dimensions are similar to the Mazda CX-5. It features lithium iron phosphate (LFP) batteries with ranges between 401km and 501km (CLTC cycle) and is available with single-motor (135kW/220Nm) and dual-motor (165kW/385Nm) powertrains.
- iCar V23: The V23, launched last year, is slightly smaller than the Omoda E5 electric SUV, measuring 4220mm long, 1915mm wide, and 1845mm tall on a 2735mm wheelbase. It offers between 301km and 501km of CLTC range, with a choice of 47.28, 59.93, and 81.76kWh batteries, and is available with 100kW/180Nm single-motor and 155kW/292Nm dual-motor powertrains.
Brand Name Protection
Manufacturers often file trademarks to protect names, even if they don't plan to launch models locally. Chery has previously trademarked Jaecoo, Jetour, Exlantix, and Luxeed, with only Jaecoo confirmed for Australia.
While the iCar trademark filing has sparked interest, Chery's plans for the Australian market remain uncertain. The quirky designs and competitive specifications of the iCar models could potentially resonate with Australian buyers.
Whether Chery chooses to introduce iCar or focus on its existing brands, the trademark filing suggests that the company is keeping its options open as it explores the evolving Australian EV market.
