Chery’s iCAUR Set To Launch In South Africa

Expressive new energy vehicle (NEV) brand iCAUR – part of China’s  cHERY GROUP – has announced key details of its dealership rollout strategy ahead of its official entry into the South African market. 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. This approach underscores iCAUR’s commitment to accessibility and long-term growth, ensuring customers nationwide can engage with the brand from launch. All dealerships will be fully operational before market entry, offering complete sales and after-sales capabilities from day one.

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.

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.

With its ambitious national rollout and experience-led dealership concept, iCAUR is positioning itself as a compelling new entrant in the South African automotive market.