Chery Unveils New Pickup Brand to Compete with Toyota Hilux Worldwide | Carscoops

      The newly introduced Himla brand will provide a comprehensive selection of pickups, encompassing compact, midsize, and large categories.

      Chery continues to diversify its offerings with the launch of the Himla brand, which is exclusively focused on pickups.

      The inaugural product from Himla is a robust midsize truck, expected to be built on a ladder-frame chassis.

      The brand aims to present a variety of products across international markets, including Europe and South America.

      Chery, a Chinese automaker known for creating sub-brands, seems dissatisfied with its existing range and has introduced yet another one—Himla, a pickup brand that debuted at the Shanghai Auto Show alongside its first model: a midsize truck aimed at rivaling the Toyota Hilux.

      Upon initial inspection, the Himla pickup bears a striking resemblance to the KP11 prototype unveiled in October 2024. The primary differences are a new paint color, updated wheel design, and a more basic version with fewer features. The grille showcases Chery branding, while the Himla emblem, potentially inspired by the Himalayas, has a prominent spot on the tailgate.

      A Contemporary Pickup with a Well-Known Aesthetic

      The design of the Himla resonates familiarity, featuring split LED headlights, aluminum-style skid plates, a striking hood, and muscular fenders that convey a rugged aesthetic. Integrated side steps on the rear bumper add a functional element. The truck is fitted with robust alloy wheels shod in all-terrain tires, and it appears to have commendable ground clearance. Specifications suggest this could be a high-end trim, comparable to the features found in the Ford Ranger Wildtrak.

      Inside, the dashboard is highlighted by a large infotainment touchscreen reminiscent of Tesla's design. There is also a digital instrument cluster present, and the interior is adorned with light-colored upholstery that mimics leather. Rear passengers are provided with their own climate vents.

      The truck's bed seems to be approximately the same size as that of other midsize competitors, which include the Toyota Hilux, Ford Ranger, VW Amarok, Mitsubishi Triton, Kia Tasman, Nissan Navara, Isuzu D-Max, and Mazda BT-50.

      Powertrains and Global Aspirations

      Although Chery has not disclosed specific details about the Himla's specifications, it appears ready for production. Considering current pickup market trends, it is reasonable to anticipate that the Himla will be built on a ladder-frame chassis, enabling it to compete effectively in payload and towing capacity. Under the hood, a combination of gasoline, diesel, and potentially electrified powertrains is expected.

      Regarding global distribution, Himla trucks will be exported to Europe, the Middle East, and Latin America. As reported by CarExpert, the brand intends to provide a complete lineup of pickups from compact to large models. Chery has highlighted that Himla trucks will merge “unstoppable all-terrain strength and refined design,” although this may sound like a typical marketing claim; only time will tell how it performs in real-world applications.

      Broadened Pickup Range from Chery

      Notably, Chery has also reintroduced its Rely brand, which will concentrate solely on pickups featuring a blend of combustion, electric, PHEV, and range-extender powertrains. With both Himla and Rely, Chery is set to enhance its already broad portfolio, which includes sub-brands like Exeed, iCar, Jaecoo, Jetour, Karry, Kaiyi, Lepas, Luxeed, Omoda, and Soueast. Therefore, for enthusiasts of specialized automotive brands, Chery offers a wide array of options.