Chery’s global design chief believes upright, square-shaped SUVs have become an enduring design trend rather than a temporary styling fad.
Square-shaped SUVs have become increasingly common among Chinese automakers, with models inspired by vehicles such as the Land Rover Defender and Ford Bronco appearing across multiple brands. Chery believes this design direction has a long-term future rather than being a passing trend.
Chery Global Design Director Steve Eum said the upright SUV shape has become an iconic format, particularly among buyers interested in off-road vehicles. According to him, the design communicates safety, practicality, toughness and utility while also providing strong visual character.
Practicality Drives the Design
The popularity of boxy SUVs is also linked to their efficient use of interior space. Their upright bodies can provide greater cabin and storage capacity within a similar exterior footprint, making the format practical for families and adventure-focused buyers.
Eum explained that manufacturers can use the basic square profile as a foundation while creating differences through styling details. Front-end treatments, rear designs and other elements allow brands to give their SUVs modern, retro or heritage-inspired identities.
The trend has spread across several Chinese manufacturers. GWM, BYD, Geely and Chery-owned brands have introduced SUVs featuring upright proportions and angular styling, while some global manufacturers have also adopted similar design cues.
Chery Expands Boxy SUV Lineup
Chery’s portfolio includes the Jetour T2 and the iCaur range, both of which follow the increasingly popular rugged SUV design language. The iCaur brand is also expected to expand internationally, including an Australian launch planned for 2027.
Chery Australia spokesperson Tim Krieger said the response to iCaur has demonstrated significant consumer interest in this type of vehicle. The company believes the appeal extends beyond Australia to other international markets.
EVs Add a New Challenge
The growing popularity of electric vehicles, plug-in hybrids and extended-range electric vehicles creates an additional design challenge because aerodynamic efficiency can influence driving range.
Despite this, Chery believes designers can maintain the boxy appearance while improving efficiency through detailed aerodynamic and styling solutions. The company expects the distinctive SUV shape to remain relevant as manufacturers continue developing new powertrains and technologies.
With brands such as iCaur and Freelander expanding their portfolios, the square-shaped SUV is set to remain a visible part of the global automotive market.