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At the 2025 Shanghai Auto Show, Chery officially launched its new HIMLA sub-brand on the world stage, which will focus exclusively on the production of pickup trucks. The premiere aroused great interest among visitors and experts, because the car combines modern design, off-road endurance and new generation technologies.
HIMLA is immediately positioned as an independent direction of Chery, created for those who appreciate the versatility and power of pickups. According to the company representatives, the demand for such cars in the world is steadily growing: in 2024 alone, global sales reached 5.7 million units, and by 2030 the market is expected to grow to 6.3 million. It was this trend that became the driving force behind the launch of the new brand.
Chery HIMLA design and interior
The first HIMLA model will be a medium-sized pickup truck with a classic frame design capable of withstanding heavy loads. The car received a massive silhouette, an expressive front end with split LED headlights, aluminum protective covers and side steps. Thanks to these elements, the novelty looks powerful and at the same time modern.
Inside, the interior meets current trends in the pickup truck segment. The central place is occupied by a large touch screen of the multimedia system, stylistically similar to the Tesla, as well as a digital instrument panel. The interior is decorated with light upholstery with a texture similar to leather, and the rear passengers received their own ventilation deflectors for increased comfort.
Characteristics of Chery HIMLA
Chery has not yet officially released the technical characteristics of the model, but has confirmed the use of a modular frame. It is expected that the range of power units will include gasoline, diesel and hybrid engines. This will allow the pickup to be adapted to different markets and consumer needs.
The company also reported that HIMLA is planned to be exported not only to the domestic market of China, but also to Europe, Latin America and the Middle East. In addition to the medium-sized model, in the future the brand will present both compact and full-size pickups, which will allow to form a complete line.
Judging by the dimensions of the cargo compartment and positioning, HIMLA is targeting a segment dominated for many years by such players as Toyota Hilux, Ford Ranger, Volkswagen Amarok, Mitsubishi Triton, Nissan Navara, Isuzu D-Max, Mazda BT-50 and the new Kia Tasman.
A new stage for Chery
The exit of HIMLA was a real strategic step forChery. If earlier the company was primarily associated with passenger cars and crossovers, now it seeks to gain a foothold in the segment of commercial and off-road vehicles. The presentation at Auto Shanghai was accompanied by a vivid show with interactive demonstrations and emphasized the main idea - HIMLA should become a symbol of power, style and practicality.
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