What if visiting a car showroom were more than just an opportunity to choose a new vehicle, but rather the beginning of a journey to discover a different approach to mobility and self-expression? Guided by this philosophy, GB Auto, the exclusive agent for iCAUR in Egypt, has opened the brand’s new showroom at The Strip, Sodic West, Sheikh Zayed. The new destination offers a contemporary setting that blends distinctive automotive design with a playful spirit, turning the car-discovery journey into an integral part of the lifestyle the brand celebrates.
Since entering the Egyptian market in August 2026, iCAUR has set itself apart through its “Born to Play” philosophy, which celebrates freedom, boldness, and the joy of discovery. The new showroom brings this philosophy to life through contemporary design, a vibrant atmosphere, and an unconventional approach that invites visitors to engage with the brand and its vehicles beyond the traditional showroom experience.
The opening celebration extended beyond the inauguration of the new location to include vehicle deliveries to iCAUR customers, alongside test-drive opportunities for the iCAUR V27. These activities invited attendees to discover the vehicle up close, explore its design and technologies, and experience its performance firsthand. The initiative reflects the brand’s commitment to building direct relationships with customers through hands-on experiences and meaningful engagement, rather than simply showcasing its vehicles.
Saad Habib, Chief Operating Officer of GB Auto, said: “We believe the customer journey begins long before the purchase decision. It starts from the moment customers discover a brand and what makes it distinctive. That is why we wanted the new iCAUR showroom to reflect the brand’s unique personality through contemporary design and an unconventional atmosphere, allowing customers to explore, interact with, and experience the vehicles in a way that resonates with their lifestyles. This opening reflects our commitment to expanding iCAUR’s presence in Egypt and delivering an integrated customer experience, from discovering and test-driving a vehicle to accessing after-sales services. Ultimately, our goal is to strengthen customer confidence and build lasting relationships.”
Tim Zhang, General Manager of the Middle East, said: “The opening of iCAUR’s first showroom in Egypt marks an important milestone in our journey in the Egyptian market and reflects our commitment to offering a different mobility experience that combines bold design, intelligent technology, and freedom of self-expression. Since the brand’s global launch under the Chery Group in 2023, we have been focused on redefining mobility through innovative experiences that go beyond the conventional. We look forward to bringing this vision to life in Egypt, one of the region’s most dynamic markets, in partnership with GB Auto, while building long-term relationships with our customers. We believe this new showroom is just the beginning, and we have much more to offer the Egyptian market.”
The new showroom embodies the essence of iCAUR’s “Born to Play” philosophy, which views a vehicle as more than a way to get from one place to another. Instead, it is an extension of its owner’s personality and approach to life. The showroom’s contemporary design and energetic atmosphere complement the character of iCAUR vehicles, creating a more engaging environment where visitors can explore options that match their aspirations, whether they want standout design, advanced technology, or practical capabilities for everyday driving and road adventures.
At the heart of this experience is the iCAUR V27, which combines a bold, boxy silhouette with strong lines and a commanding road presence for a distinctive visual identity. The vehicle features range-extended electric vehicle (REEV) technology, combining electric driving with an onboard range-extending system to deliver greater flexibility for daily use and long-distance journeys. This enables customers to discover a different approach to electric mobility.
The showroom opening marks another step in iCAUR and GB Auto’s strategy to expand the brand’s presence in Egypt and establish direct points of engagement where customers can discover its vehicles, experience them firsthand, and explore their design, technology, and driving capabilities. This approach also reflects the brand’s focus on delivering an integrated experience that extends beyond the vehicle itself to encompass the environment in which customers discover it, the way they interact with it, and the services they receive throughout their ownership journey.
The new iCAUR showroom welcomes customers at The Strip, Sodic West, Sheikh Zayed, offering them the opportunity to explore the iCAUR world up close, discover the brand’s vehicles, and experience them in an atmosphere that reflects its bold and unconventional spirit, with the customer experience at the heart of every detail.
