Chery Group defends enduring popularity of boxy SUV designs

Chery Group suggests that the trend of boxy, square-edged SUV designs is an enduring format rather than a passing fad. The design style, popularized by models like the Land Rover Defender and Ford Bronco, has seen significant adoption by Chinese automakers.

Several Chinese brands are producing models with these silhouettes, including GWM, BYD, Geely, and Rox. Chery has introduced its own lineup, such as the Jetour T2 and the iCaur series, many of which are expected to enter the Australian market by early 2027.

Steve Eum, Chery’s global design director, stated that the boxy shape creates a strong connection with enthusiasts because it visually communicates safety, utility, toughness, and storage capacity.