Amid the current surge of new electric vehicle startups, Su Jun and his iCAR brand have undoubtedly become a dazzling new star. Three years ago, Su Jun was still a leader in the smart home appliance field; the Zhimi Technology he founded held a core position within the Xiaomi ecosystem, and the Xiaomi air purifiers he created achieved astounding sales. However, this “artsy man” full of passion for craft design and innovative thinking was not satisfied with the status quo and resolutely crossed over into the automotive industry.
Su Jun knew well that to stand out in the fiercely competitive new energy vehicle market, unique strategic vision and product philosophy were essential. He adopted a strategy of “single model, premium product, massive volume, long cycle,” dedicated to creating vehicles with differentiated competitiveness. In just three years, the iCAR brand, with its flagship product the iCAR V23, shone brightly in the new energy “square box” SUV segment, capturing the title of 2025’s best-selling new energy vehicle.
The success of the iCAR V23 was no accident. Su Jun’s extreme pursuit of product perfection extended to every stage from design to engineering development. He emphasized that design is the soul of a product and must be able to push engineering to achieve true category innovation. This design philosophy is fully manifested in the iCAR V23. Its retro square-box shape, paired with just the right lines and corner designs, is both retro, hardcore, yet full and rounded, defined by Su Jun as “Stylish Off-Road.”
According to the latest news, Su Jun believes that a good car must not only have practical functions but also provide users with unique emotional value. Every product launched by the iCAR brand aims to meet this need. He admits that iCAR’s idols are not giants like Toyota, but brands with unique cultural value like Mazda, Jeep, and Smart. iCAR aims to be the “Xiaomi of Chery” (its parent company), creating distinctive new energy vehicle models through innovative design and continuously iterating products.
Under Su Jun’s leadership, the iCAR brand has not only achieved significant product success but has also developed a unique approach to user operations. After the iCAR V23 launched, it offered multiple modification kits and customization services, allowing users to create unique vehicles based on their preferences and needs. This deeply engaging user experience not only enhances the product’s added value but also strengthens user brand loyalty.
Facing the future, Su Jun maintains a clear understanding and firm belief. He knows well that car manufacturing industry is a marathon requiring patience and perseverance. The iCAR brand will continue to adhere to its “steady fast-run” development strategy, releasing one core product per year, constantly improving product efficiency and user experience. Simultaneously, iCAR will actively expand into overseas markets, aiming to achieve its global strategic goals through reverse technology export and ecosystem expansion.
Su Jun stated that iCAR’s goal is not only to become a global automotive brand but also to become a brand with cultural value. He hopes that when people mention iCAR, the first things that come to mind are its unique style and exceptional quality. All of this stems from Su Jun’s love for craft design, his dedication to innovative thinking, and his profound insight into industry trends and consumer shifts.
