Chery unveils new HIMLA pickup truck brand: debut in Shanghai

At the 2025 Shanghai Motor Show, Chery officially launched its new sub-brand HIMLA, which will focus exclusively on the production of pickup trucks. The premiere attracted considerable interest among visitors and experts, as the vehicle combines modern design, off-road durability, and new-generation technology.

HIMLA is immediately positioned as an independent division of Chery, created for those who appreciate the versatility and power of pickup trucks. According to company representatives, global demand for such vehicles is growing steadily: in 2024 alone, global sales reached 5.7 million units, and by 2030, the market is expected to grow to 6.3 million. It is this trend that has been the driving force behind the launch of the new brand.

Chery HIMLA design and interior

The first HIMLA model will be a mid-size pickup truck with a classic frame design capable of withstanding heavy loads. The car has a massive silhouette, a distinctive front end with split LED headlights, aluminum protective overlays, and side steps. Thanks to these elements, the new model looks powerful and modern at the same time.

Inside, the cabin is in line with current trends in the pickup segment. The centerpiece is a large touchscreen multimedia system, stylistically similar to Tesla, as well as a digital instrument panel. The interior is decorated with light upholstery with a leather-like texture, and rear passengers have their own ventilation deflectors for increased comfort.

Chery HIMLA specifications

Chery has not yet officially released the model's technical specifications, but has confirmed the use of a modular frame. The range of powertrains is expected to include gasoline, diesel, and hybrid engines. This will allow the pickup to be adapted to different markets and consumer needs.

The company also said that the HIMLA is planned to be exported not only to the domestic Chinese market, but also to Europe, Latin America, and the Middle East. In addition to the mid-size model, the brand will introduce both compact and full-size pickups in the future, which will allow it to form a complete lineup.

Judging by the size of the cargo compartment and positioning, HIMLA is targeting a segment that has been dominated for many years by players such 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 launch of HIMLA was a real strategic move for Chery. Previously associated primarily with passenger cars and crossovers, the company is now seeking to establish itself in the commercial and off-road vehicle segment. The presentation at Auto Shanghai was accompanied by a spectacular show with interactive demonstrations and emphasized the main idea — HIMLA should become a symbol of power, style, and practicality.

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