#China #Shanghai #Chery #HIMLA #Pickup

Chery's Bold Move: The HIMLA Series Unveiled

On April 23, 2025, Chery made a significant announcement at the 2025 Shanghai Auto Show by officially unveiling its brand new pickup lineup known as HIMLA. This launch serves as a pivotal milestone in the strategy of the Chinese automotive manufacturer as it seeks to establish a stronger presence in the booming global pickup market.

Zhu Shaodong, the Deputy General Manager of Chery International, emphasized the brand's commitment to providing customers with family-friendly vehicles. He expressed the strategic vision behind the HIMLA, stating that the model is designed to tackle various terrains, helping users achieve their dreams, whether that involves business or adventure. Chery recognizes that the landscape of pickup consumption is shifting from merely utilitarian use to a dual focus on lifestyle and work. Through HIMLA, they plan to redefine contemporary mobility scenarios by leveraging their 28 years of technical expertise and innovative technologies.

The name "HIMLA" is derived from the awe associated with mountain peaks and represents a spirit of conquest. It embodies the bold yet practical values that resonate with the target audience. A central pillar of Chery's global strategy, the HIMLA series encompasses a complete range of pickups—from compact to mid-sized and full-sized options—equipped with multiple powertrain choices, including gasoline, diesel, and purely electric variants. This variability ensures that a multitude of requirements are satisfied, catering to commercial functions, family transportation, and outdoor adventures.

Furthermore, the launch of HIMLA signals Chery's ambition to transition pickups into premium passenger vehicles driven by new energy solutions and smart innovations. This groundbreaking introduction not only showcases a technological statement in the pickup segment but also initiates a transformative phase in the global pickup value chain. Chery envisions HIMLA to accelerate industry developments focused on four key trends: passenger-oriented design, intelligence, premiumization, and the integration of new energies.

For consumers around the globe, HIMLA promises a cost-effective and purpose-driven option suitable for diverse scenarios. Chery aims to actively reshape the value chain of the global pickup market, ensuring that their offerings are competitive and relevant in an ever-evolving landscape.

As Chery positions the HIMLA series in the market, there will certainly be a watchful eye on how it competes with established brands and meets the expectations of a new generation of drivers who prioritize technology, sustainability, and flexibility in their vehicle choices. The future looks bright for Chery as they embark on this ambitious journey into the pickup sector, ready to seize opportunities and innovate for a redefined mobility landscape.