ICH-X

ICH-X is an Italian automotive sub-brand operated by DR Automobiles and associated with the DR Automobiles Groupe brand portfolio. The marque was introduced in 2022 under the name ICKX as a more specialized off-road-oriented addition to DR's expanding range of automotive labels. Its first vehicle was the ICH-X K2, a model derived from the first-generation Beijing BJ40. The brand subsequently changed its name from ICKX to ICH-X between 2022 and 2024 following a legal dispute involving the former motorsport driver Jacky Ickx. The brand's business model follows the broader approach used by DR Automobiles: vehicles are sourced from Chinese automotive manufacturers and marketed in Italy under DR Group marques, with changes to branding, equipment, presentation, and market positioning. ICH-X therefore operates less like an independent vehicle developer with a fully proprietary engineering platform and more like a focused brand and distribution label within a multi-brand automotive group. Its positioning is distinct from the mainstream DR range and from the company's other labels, such as EVO and Sportequipe, by emphasizing rugged styling, elevated ground clearance, four-wheel-drive or adventure-oriented character where applicable, and a lifestyle connection with recreational off-road use. The initial K2 established the brand's visual and commercial direction. Based on the first-generation Beijing BJ40, it gave ICH-X a recognizable body-on-frame-style off-road identity rather than a conventional urban crossover profile. In 2024, the range expanded with the ICH-X K3, based on the Jetour T2, and the ICH-X K4, based on the JAC Hunter. These additions broadened the brand from a single-model launch into a small range covering SUV and pickup-oriented applications. The product mix reflects DR Automobiles' practice of adapting vehicles from several Chinese partners rather than relying on one exclusive supplier. ICH-X is principally associated with the Italian market and the wider commercial activities of DR Automobiles. Publicly available reference material identifies it as one of the group's eight automotive brands, alongside DR, EVO, Sportequipe, Tiger, Birba, Katay, and Stilnovo. The available information does not establish a separate corporate headquarters, independent ownership structure, public listing, or a standalone executive team for ICH-X. Its strategic direction and market activity are consequently best understood in the context of DR Automobiles' broader multi-brand expansion and its use of Chinese-sourced vehicles to build differentiated offerings for Italy.

ICH-X emerged as part of DR Automobiles' expansion from a single principal automotive marque into a broader multi-brand group. In 2022, DR introduced a new brand called ICKX, intended to occupy a more specialized and premium-leaning off-road position within the company's portfolio. The launch reflected DR Automobiles' wider strategy of creating separate labels for distinct customer segments while sourcing vehicles from Chinese manufacturing partners. The first vehicle associated with the marque was the ICH-X K2, initially marketed under the ICKX identity. It was based on the first-generation Beijing BJ40, an off-road-oriented vehicle supplied by BAIC Group. Rather than developing an entirely new platform, DR Automobiles used the vehicle as the foundation for an Italian-market brand offering, applying its own commercial identity and distribution structure. The K2 gave the new marque a distinctly rugged and recreational profile, differentiating it from DR's mainstream crossover range and from the more broadly positioned EVO brand. Between 2022 and 2024, the brand changed its name from ICKX to ICH-X. The change followed a legal dispute concerning the former name and its association with Jacky Ickx, the former motorsport driver. The renamed ICH-X identity preserved the underlying product and market concept while avoiding continued use of the disputed designation. The brand's range developed further in 2024. ICH-X added the K3, based on the Jetour T2, and the K4, based on the JAC Hunter. These vehicles expanded the marque beyond its original K2 model and demonstrated DR Automobiles' multi-supplier sourcing model. The K3 extended the SUV side of the line-up, while the K4 brought a pickup-derived utility orientation into the brand's offer. ICH-X is part of DR Automobiles Groupe, whose other labels include DR, EVO, Sportequipe, Tiger, Birba, Katay, and Stilnovo. The group mainly sells vehicles originating from Chinese manufacturers, sometimes assembling or adapting them for distribution in Italy. In this structure, ICH-X functions as a focused consumer-facing brand rather than as a separately documented automobile manufacturer with its own independent engineering organization. Available reference material identifies Italy as the brand's principal commercial context but does not provide a separately documented headquarters, founder, public listing, standalone ownership entity, or executive roster for ICH-X. Its history is therefore closely linked to DR Automobiles' corporate development and its broader effort to use multiple brands to cover mainstream, premium, electric, commercial, and off-road vehicle segments.

• 2024

  Adoption of the ICH-X name

  [1]DR Automobilesen.wikipedia.org

  The brand was renamed ICH-X following a legal dispute involving the former ICKX name.

• 2024

  Expansion to three models

  [1]DR Automobilesen.wikipedia.org

  ICH-X added the K3, based on the Jetour T2, and the K4, based on the JAC Hunter.

• 2023

  Introduction of the K2

  [1]DR Automobilesen.wikipedia.org

  The brand's first model, the ICH-X K2, entered the range under the then-current ICKX identity.

• 2022

  Launch of the ICKX marque

  [1]DR Automobilesen.wikipedia.org

  DR Automobiles introduced ICKX as an off-road-focused brand, initially offering a vehicle based on the first-generation Beijing BJ40.

A focused off-road and adventure-vehicle marque positioned within DR Automobiles' multi-brand portfolio, using Chinese-sourced vehicles to offer rugged SUVs and utility models in the Italian market.

• Off-road SUV · 2023

  ICH-X K2

  The K2 was the marque's initial model and established its rugged off-road identity. It is based on the first-generation Beijing BJ40, a vehicle associated with BAIC Group. Within DR Automobiles' portfolio, the K2 served as the foundation for the ICKX/ICH-X concept: a separately branded, adventure-oriented vehicle intended for the Italian market rather than a conventional mainstream crossover.

• SUV · 2024

  ICH-X K3

  Introduced as part of the brand's 2024 expansion, the K3 is based on the Jetour T2. It extends ICH-X's range beyond the original K2 and reinforces the brand's emphasis on rugged, lifestyle-oriented sport utility vehicles sourced from Chinese automotive manufacturers.

• Pickup-derived utility vehicle · 2024

  ICH-X K4

  The K4 is based on the JAC Hunter and adds a pickup-derived utility model to the ICH-X line-up. Its inclusion broadens the brand's coverage from off-road SUVs toward practical and recreational utility applications while retaining the marque's rugged positioning.

• 2024

  Rename the brand from ICKX to ICH-XStrategy

  Background

  The original ICKX name became subject to a legal dispute involving former motorsport driver Jacky Ickx.

  Action taken

  DR Automobiles adopted the ICH-X name for the off-road-oriented brand.

  Aftermath

  The renamed brand continued with the K2 and expanded its portfolio with the K3 and K4.

  Source

1. 1DR Automobilesen.wikipedia.org
2. 2ICH-X official websiteickx.it