Interview: Hope Zhang on iCAUR’s UAE Strategy, REEV Technology and the V27

iCAUR is one of the newest automotive brands entering the UAE’s increasingly competitive new-energy vehicle market. Backed by an expanding local retail and aftersales network, the brand is positioning itself around bold SUV design, intelligent technology and Range-Extended Electric Vehicle (REEV) powertrains intended to combine electric driving with greater long-distance flexibility.

DriveArabia spoke with Hope Zhang, Country Manager of iCAUR UAE, to discuss the thinking behind the brand, its target customers and its long-term plans for the Emirates. The conversation also covers iCAUR’s expanding UAE presence, its upcoming product roadmap and the V27, a rugged REEV SUV that will play a central role in establishing the brand in the region.

 

iCAUR is a relatively new name in the regional automotive space. What inspired the creation of the iCAUR brand, and how would you define its core identity and target customers in markets like the UAE?

iCAUR was created to rethink what a new energy vehicle brand could be. Rather than focusing solely on electrification, we wanted to create vehicles that combine bold design, intelligent technology and everyday practicality. That philosophy is reflected in our “Born to Play” positioning, which is about giving customers the confidence to embrace adventure, innovation and individuality without compromising on performance or usability.

The UAE was the natural choice for iCAUR’s global debut because it is one of the world’s most dynamic and forward-looking automotive markets. Customers here are highly informed, quick to embrace new technologies and have high expectations when it comes to quality, design and the ownership experience.

As our presence continues to grow across the UAE, supported by an expanding dealer network and new showroom locations, we are seeing increasing interest from customers looking for a new energy vehicle that delivers distinctive design and advanced technology. Our focus is to build a brand that customers can trust throughout their ownership journey, backed by a strong local presence and excellent aftersales support.

 

The UAE is a highly competitive market with both established global brands and fast-growing Chinese manufacturers. Which customer segments is iCAUR primarily targeting here, and how does the brand plan to differentiate itself in terms of design, technology, and value?

 

At iCAUR, we’re seeing growing demand from customers who want advanced technology without compromising practicality or value. Drivers looking for a vehicle that fits both their daily commute and weekend lifestyle.

iCAUR’s USP is our combination of bold design and our advanced Range-Extended Electric Vehicle (REEV) technology, which offers the benefits of electric driving while addressing range anxiety.

Equally important is our long-term investment in the UAE. Over the past few months we have continued expanding our retail footprint, including the opening of our new Dubai showroom at Oasis Mall and New showroom in Al Ruqa Al Hamra, Sharjah. We also have locations across Abu Dhabi, Al Ain. As our dealer network grows, customers have greater confidence that they are investing in a brand with strong local sales and aftersales support for the long term.

Looking ahead to 2026 and 2027, what does iCAUR’s product roadmap for the UAE look like? Can you share insights into the planned lineup expansion and how it aligns with local customer expectations and regulations?

 

Looking ahead to 2026 and 2027, iCAUR’s UAE roadmap is all about building momentum around its REEV SUV, the iCAUR V27, and using it as the benchmark for a broader new energy portfolio. By focusing first on an exceptional ownership experience and strengthening its dealer network – including new showrooms – iCAUR is laying the foundations of trust and brand recognition before introducing additional models. This signals a long-term commitment to the UAE rather than a short-term launch push.

Although future products can’t be disclosed yet, the direction is clear: iCAUR plans to expand its lineup of intelligent new energy vehicles to match the way people in the UAE actually drive. As confidence in electrified mobility grows, demand is shifting toward vehicles that balance innovation with everyday practicality. REEV technology fits neatly into this space, offering a compelling solution for drivers who regularly travel longer distances across the Emirates and want electrified efficiency without compromising on convenience or range.

In parallel with product expansion, iCAUR will continue to invest heavily in customer experience, aftersales strength, and its retail footprint to ensure every stage of the journey feels genuinely premium. From showroom to service bay, the goal is for owners to feel that the technology, design, and support they receive are fully aligned with the high expectations of UAE customers and the country’s evolving regulatory focus on sustainable, advanced mobility. 

The iCAUR V27 is the key model kickstarting the brand’s regional strategy. Could you introduce this vehicle to our readers and highlight the main USPs that set it apart from competitors in its segment?

Of course. The iCAUR V27 has been developed specifically for customers who want something different in the new energy vehicle market.

The V27 boasts rugged, classic SUV styling coupled with premium comfort and advanced REEV technology. It offers 150 kilometres of pure electric driving and a total combined range of almost 1,000 kilometres. This makes it particularly well suited to the UAE, where many customers regularly travel between Emirates but still want to enjoy the benefits of electric mobility for everyday driving.

It perfectly demonstrates our approach to innovation, developing vehicles that are not only technologically advanced but also practical and enjoyable to drive.

 

As electrification and smart mobility gain momentum in the UAE, what role will iCAUR play in shaping this transition, and how do models like the V27 support the brand’s long-term vision in the region?

iCAUR sees the UAE as one of the world’s most dynamic testbeds for electrification and smart mobility, and intends to play an active, long-term role in that transition. As the country continues to invest in infrastructure and intelligent transport, iCAUR’s goal is to stand alongside this progress as a trusted mobility partner, supporting national sustainability ambitions while delivering innovative vehicles and a premium ownership experience that customers can rely on for years.

For iCAUR, the shift to electrified mobility has to be driven by practical solutions that fit everyday life, not just headline-grabbing technology. That’s where its Range-Extended Electric Vehicle (REEV) approach comes in, combining the smoothness and efficiency of electric driving with the reassurance of extended range. This balance is especially relevant in the UAE, where many drivers regularly travel longer distances between Emirates and need confidence that their vehicle can keep up with their routines.

The V27 is the clearest expression of this philosophy today. It brings advanced new energy technology together with bold design, intelligent connectivity and real-world usability, giving customers the confidence to embrace electrified mobility without feeling they’re compromising on performance, comfort or convenience. In doing so, the V27 doesn’t just fit into the UAE’s mobility transition – it helps shape it, by showing how smart, future-ready vehicles can seamlessly integrate into daily life.