Chery Automobile unveiled its new global strategy, Navigating The Future, at the Auto Shanghai 2025. The company has set a goal of achieving 1 million units in annual global sales within the next two years and plans to promote hybrid technology to the mass market, expand its product portfolio, and strengthen localized strategies in global markets.
For the first time in its brand history, Chery is also entering the pickup truck segment with the launch of the HIMLA series. Chery stated that HIMLA will offer a variety of powertrain options and aim to bring a premium edge to the pickup truck market, further diversifying its global product lineup.
Chery also expanded its dedicated hybrid vehicle lineup. At the motor show, it showcased the Tiggo 7 CSH, Tiggo 8 CSH, and flagship Tiggo 9 CSH models, all equipped with the Chery Super Hybrid (CSH) system. Emphasizing its core values of safety and family orientation, Chery intends to make hybrid technology more mainstream and aggressively target the global family car market.
In 2024, Chery sold 640,000 units and has been actively entering the European market while enhancing its overseas localization strategy. The company also presented its vision for future mobility through an AI technology exhibition at the show.
Chery reaffirmed its strategy to strengthen its position in the global auto market by enhancing R&D capabilities and positioning itself as a family-friendly brand.
The Navigating The Future strategy reflects recent trends in the global automotive industry. In particular, Chery is rapidly expanding its electrification portfolio with a focus on hybrid electric vehicles (HEVs), a practical move given the signs of slowing growth in the battery electric vehicle (BEV) segment.
As of April 2025, key global EV markets such as China and Europe have shown a deceleration in BEV sales growth, while hybrid demand is resurging. In response to this trend, Chery is positioning hybrid vehicles as a mass-market solution and is diversifying its lineup accordingly.
The launch of the HIMLA series also underscores the growing importance of the pickup truck segment. Major global automakers like Ford and Toyota are expanding their pickup lineups, and demand for SUVs and pickups continues to grow steadily in emerging markets. Chery’s strategy to offer a range of powertrain options indicates its intention to target markets in Latin America, the Middle East, and Southeast Asia.
However, as Chery enters the European market in earnest, it will face challenges such as meeting high-quality standards and overcoming low brand awareness. The European market has stringent demands not only for eco-friendly technologies but also for driving performance and safety.
While Chery’s global strategy is undoubtedly bold, how it addresses key challenges—such as ensuring product quality, building a robust service network, and improving brand credibility—will determine its future success.
