iCaur targets Subaru niche, Prado reliability

THE LEADERSHIP group of Chery Group’s incoming iCaur brand has told GoAuto the Toyota LandCruiser Prado was the marque’s benchmark for reliability, repairability and user experience while it developed a range of electrified monocoque SUVs that will be positioned in a similar niche to Subaru locally.

iCaur is preparing to launch in Australia in 2027 with the Toyota RAV4-sized V25 battery electric SUV, followed by the longer V27 petrol range-extender hybrid (REEV), and then a REEV variant of the V25.

Set to be positioned as one of Chery’s more premium brands, iCaur’s proposition will be to offer the appearance and elevated driving position of a traditional 4WD but with car-like refinement and greater emphasis on noise suppression and electric driving characteristics.

Heavy duty towing and extreme off-road ability are not on the priority list, but the V-series models are equipped with a decent level of soft-roading capability.

Speaking at an executive roundtable in China, iCaur chief executive Ronna Luo said the Prado's reputation had influenced the company's approach to mechanical simplicity and aftersales repair.

“When designing our iCaurs, one of the big things that we learned from those brands is not to make the cars too complicated,” she said.

Ms Luo cited iCaur’s conventional physical cabin controls for frequently used functions and argued the brand’s REEV powertrains, in which a petrol engine generates electricity for the battery rather than mechanically driving the wheels, could be easier and cheaper to repair than plug-in hybrid (PHEV) rivals.

iCaur considered but decided against reproducing the type of ladder-frame architecture that sits beneath traditional 4WDs like the Prado or the Ford Everest.

The brand has also selected dual-motor electric all-wheel drive over mechanical 4WD.

The V25 and V27 will occupy a position closer to that of the Subaru Forester and Outback models, combining passenger car architectures and refinement with some recreational capability.

The iCaur models go much further than the likes of Subaru in terms of referencing traditional square-bodied cosmetic cues.

Japan’s Subaru has historically prioritised dependable AWD traction and moderate off-road ability, often accepting compromises in fuel efficiency when compared with conventional front-wheel drive rivals. iCaur is doing the same.

Chery vice-president Su Jun explained that the objective drew from his experience owning both a Ford Bronco and Tesla Model S.

“Our dream is to try to combine these two kinds of things together,” he said.

Gaining a similar reputation for dependability to Toyota represents quite a task.

The latest edition of the US Consumer Reports reliability assessment awarded Toyota 66 points and Subaru 63, placing them first and second for durability in the United States market.

Chery has made progress on a similar front in the Chinese market. JD Power’s 2026 China Vehicle Dependability Study saw Chery ranked first among independent domestic carmakers with 181 reported problems per 100 vehicles, compared with 167 problems for the top joint-venture brand, FAW-Toyota.

The same Chinese research attributed 15.9 per cent of reported issues to infotainment systems, reinforcing the emphasis placed on simpler controls.

Ms Luo said she believed younger customers would be increasingly receptive to iCaur’s higher-tech alternatives to traditional 4WDs, arguing they want an old-school look with more sophisticated powertrains than what the likes of Toyota and Ford are offering in the SUV segment.

“They want to show their attitude, their personalities, and their readiness to get into the new energy vehicles,” she said.

A smaller V23 model remains under consideration for Australia, while future iCaur models have been earmarked to move beyond boxy styling.

Ms Luo confirmed that iCaur has commenced recruitment of dealers in Australia, but pricing, warranty coverage and final specifications all remain outstanding.