Revamped Reera Makes a Comeback: Iran Khodro’s Strategic Relaunch in the Domestic Auto Market
Tehran – In a significant move for Iran’s automotive sector, Iran Khodro has officially reintroduced the Reera crossover to its production line, this time featuring a comprehensive facelift. This strategic relaunch marks a pivotal step for the company as it aims to revitalize its position in the competitive domestic market for mid-size crossovers.
A Fresh Start After Production Halt
The return of the Reera follows a period where its production was paused. The relaunch was confirmed through the release of official banner images showcasing the updated model, which were taken during testing phases at the company’s facilities. The new design aligns with Iran Khodro’s fresh design language, featuring a narrower grille, new LED headlights, a redesigned front bumper, and the removal of certain chrome elements for a more modern and cohesive appearance.
Enhanced Interior and Driving Experience
While the interior updates appear subtle, they are strategically chosen to enhance the driver and passenger experience. The central console has been refined with softer trim materials for a more premium tactile feel. The central infotainment screen now boasts a new user interface, offering a simpler and more intuitive structure for multimedia functions. Furthermore, the electric power steering has been recalibrated to provide a smoother response at lower speeds, improving urban maneuverability.
Addressing Past Supply Chain Challenges
The initial production run of the Reera in the previous Iranian year (1403) faced significant disruptions. A shortage of key electronic components, including the ECU, CANBUS network sensors, and turbo modules—which were dependent on foreign suppliers—brought the assembly line to a complete halt by early 1404, leaving thousands of incomplete vehicles.
This challenge has now informed the strategy behind the facelift. Iran Khodro’s new program involves reducing reliance on imported parts and includes a complete rewrite of the engine control and turbo software. This initiative is designed to improve overall performance coordination and thermal stability, addressing the core technical issues that previously impacted production.
Pricing and New Features
Iran Khodro has released its new factory price list for the upcoming season, which includes the two new automatic variants of the Reera.
The base automatic model is priced at approximately 1,424,052,000 Rials. A second, slightly more expensive version, priced at approximately 1,429,080,000 Rials, comes equipped with the SBR (Seat Belt Reminder) system. This safety feature uses weight sensors and buckle detectors to monitor seatbelt status for each seat, issuing audio and visual warnings if the vehicle is in motion with an unfastened belt. In some versions, the SBR system can also limit initial acceleration at high speeds if seatbelts are not engaged. The 5-million Rial price difference is attributed to this advanced safety system.
The reintroduction of the Reera represents a calculated effort by Iran Khodro to not only offer a refreshed product but also to demonstrate a resolved and more resilient manufacturing process, signaling a renewed commitment to the Iranian automotive industry.