Chery Unveils Himla Pickup Brand to Challenge Toyota Hilux in Global Market
Date: 24-apr-2025
At Auto Shanghai 2025, Chinese automaker Chery Motors unveiled its latest venture—a bold new pickup truck brand called Himla. Positioned to take on industry giants like the Toyota Hilux and Ford Ranger, Himla represents Chery's strategic push into the booming global utility vehicle market.
Designed to Compete, Built to Last
The first model in the Himla lineup is a midsize dual-cab pickup that blends functionality with a rugged aesthetic. With aggressive styling elements such as split LED headlights, reinforced fenders, and aluminum-style skid plates, the Himla truck is built on a durable ladder-frame chassis—catering to both commercial and recreational buyers.
Diverse Powertrain Options to Suit Global Demand
Chery’s Himla brand will offer a range of powertrain choices including internal combustion (petrol and diesel) and fully electric variants. This adaptability is key to Himla’s global rollout, targeting markets in Europe, Latin America, and the Middle East.
- Petrol and diesel versions for traditional buyers
- EV models aimed at emerging clean-energy markets
- Future variants expected to include hybrid and extended-range electric options
High-Tech Cabin Meets Practical Comfort
Inside, the Himla pickup is far from bare-bones. A large touchscreen infotainment system, a fully digital instrument cluster, and dual-zone climate control with rear-seat vents elevate the driving experience. Chery is aiming for a five-star safety standard globally, integrating advanced driver assistance systems (ADAS) and battery protection technologies for EV versions.
Chery Revives ‘Rely’ Brand Alongside Himla
In addition to launching Himla, Chery is bringing back its dormant Rely brand as part of a broader strategy to build a global intelligent pickup ecosystem. Rely will focus on offering next-generation pickups across a spectrum of powertrains: ICE, BEV, PHEV, and EREV.
Also Read
With global pickup truck sales projected to exceed 6.3 million units by 2030, Chery’s timing couldn’t be better. The company’s multi-brand approach allows it to tackle various market segments while staying agile in the fast-evolving auto industry.
As Chery takes the wraps off its Himla brand, it’s clear the automaker is not just entering the ring—it’s aiming to reshape the fight.
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