Chery, the Chinese automaker, introduced its new mid-size pickup truck brand, Himla, aiming for global expansion. Chery is now targeting the pickup market, moving beyond its previous sub-brands like Exeed, Jaecoo, and Jetour. The first model from Himla, designed to compete with the Toyota Hilux, was revealed at the Auto Shanghai 2025.
The Himla truck evolves from the KP11 prototype introduced by Chery last year. Built on a traditional ladder-frame chassis, it balances rugged off-road capability with urban-friendly features. Chery plans to expand the Himla brand into markets like Europe, the Middle East, and South America, aiming to compete with established global players and position itself as a serious contender in the international pickup truck market.
Quality Leap Forward
Differentiation Through Details
The first model of the Himla brand may not seem much different from the KP11 prototype revealed in 2024. However, the refined alloy wheels and streamlined accessory configuration show a notable improvement in build quality. The Chery logo is prominently displayed on the front, while the Himla emblem on the tailgate adds a distinct touch, further differentiating the model from other Chery vehicles.
The design offers a familiar feel, reminiscent of the Ford Ranger and Toyota Hilux, with features like the split LED headlights, robust aluminum skid plate, and flared fenders. The high ground clearance, all-terrain tires, and rear bumper-integrated side steps suggest that the Himla is aimed at serious off-road enthusiasts. The premium trim is expected to have features similar to those in the Ranger Wildtrak.
Inside, the Himla’s cabin has been designed to enhance its competitiveness. It boasts a large Tesla-style touchscreen dominating the center dashboard, a digital instrument cluster, premium-feeling light leather seats, and rear-seat air vents. The vehicle strikes a balance between modern aesthetics and practicality. The cargo space in the Himla is also spacious enough to rival established competitors like the Toyota Hilux, Ford Ranger, and Mitsubishi Triton.
Himla’s Global Ambitions
Expanding Chery’s Portfolio
While full specifications are yet to be released, the Himla’s fundamentals are clear: a ladder-frame chassis, high payload and towing capacities, and a range of gasoline, diesel, and electric powertrains. The launch of Himla accelerates Chery’s development of a dedicated pickup platform, underlining its ambition to compete with Japanese and American brands in the global pickup market.
Chery’s export strategy is aggressive. The Himla targets markets in Europe, the Middle East, and South America, focusing on the Latin American market, where durability and practicality are highly valued. The Himla will compete directly with popular models like the Toyota Hilux, Nissan Navara, and Kia Tasman. In addition to the Himla, Chery plans to expand its lineup under the Reli brand, offering internal combustion, electric, and plug-in hybrid pickups.
Chery’s brand portfolio already includes Exeed, Omoda, Jaecoo, Jetour, and Soueast (also known as South East). The addition of Himla and Reli establishes a dedicated pickup brand system, reinforcing Chery’s multi-brand strategy targeting a dedicated pickup market. This move demonstrates Chery’s intention to increase its global automotive presence. The industry watches closely to see how this bold strategy unfolds.
