Expanding its global reach with new energy vehicles and intelligent technologies, Chery has unveiled the all-new HIMLA pickup series at the 2025 Shanghai International Automotive Industry Exhibition, marking a significant milestone for the brand. Designed as a strategic response to evolving market demands, the HIMLA name draws inspiration from admiration for mountain peaks and the spirit of conquest, embodying the boldness and practicality of its target audience.
Attracting considerable attention at the show, the HIMLA lineup offers a diverse range of powertrains—including gasoline, diesel, and fully electric variants—across compact, mid-size, and full-size pickup models. This versatility caters to a wide array of needs, from commercial use to family transportation and off-road adventures.
Believing that “globalization means localization,” Chery has developed HIMLA to meet the specific demands of various markets—be it the off-road modification needs of the Middle East, cargo transport requirements in Central and South America, or Europe’s transition towards electrification. True to its name, HIMLA embodies the brand’s enduring spirit of conquering new heights—solid as a mountain, reliable as a glacier—elevating “Technology-Driven Chery” to new peaks in the global pickup segment.
Redefining the Pickup Market with Technology and Innovation
The launch of the HIMLA series represents a pivotal moment in Chery’s global strategy, coinciding with the rapid expansion of the worldwide pickup market. Besides expressing the brand’s strategic ambitions in this segment, HIMLA reflects Chery’s commitment to three core pillars: a comprehensive product portfolio, energy transformation, and the integration of smart technologies—ultimately reshaping the future of traditional pickups.
During the launch event, Zhu Shaodong, Deputy General Manager of Chery International, emphasized the company’s enduring dedication to its original mission: “Chery remains committed to being the first choice for family-oriented customers,” he said. Highlighting HIMLA’s strategic vision, Zhu added, “HIMLA delivers outstanding performance across all terrains, helping users reach the lands of their dreams.”
As pickup usage shifts from purely utilitarian purposes to a blend of work and lifestyle aspirations, HIMLA represents Chery’s technological prowess in redefining global transportation scenarios. Built on 28 years of technical expertise and benefiting from Chery’s advancements in NEV (New Energy Vehicle) components and intelligent connectivity, the HIMLA series actively reshapes the global pickup value chain.
Alongside HIMLA’s debut, Chery also showcased its flagship hybrid model, the TIGGO 9 CSH, highlighting the company’s cutting-edge “Chery Super Hybrid” (CSH) technology at the exhibition.
Diversifying Chery’s Global Product Portfolio
In recent years, pickups have evolved from purely work-focused vehicles to versatile machines that blend productivity with lifestyle appeal. According to the latest IHS data, global pickup sales reached 5.67 million units in 2025 and are expected to surpass 6.3 million units by 2030, with a CAGR of approximately 1.8%. Electrification, smart technologies, and specialized uses are driving this multifaceted growth trend.
HIMLA is Chery’s strategic response to these changing dynamics. Offering a wide selection of gasoline, diesel, and fully electric variants across different size categories, HIMLA meets diverse demands from commercial transportation to family use and off-road expeditions. It not only marks a crucial step in Chery’s global expansion strategy but also leads the transformation of pickups into high-quality, user-centric vehicles through new energy innovations and intelligent features.
Building a Technology-Driven Global Brand
From its humble beginnings to becoming a Fortune Global 500 company, Chery’s journey has always been fueled by technological innovation. In the era of combustion engines, the company overcame critical technological barriers, including in-house development of engines and transmissions. Now, in the era of new energy and intelligent transportation, Chery is advancing leadership in battery cell technologies and artificial intelligence.
The HIMLA series embodies this heritage, built to meet the “Global Five-Star Safety Standard” with a high-strength body, intelligent driving assistance systems, and advanced battery safety technologies, ensuring user safety across complex driving environments worldwide.
Chery’s “globalization through localization” philosophy is evident in HIMLA’s tailored design for regional markets. Following the “One Region, One Strategy” approach, HIMLA offers genuinely localized solutions to meet specific market needs.
Supported by Chery’s strong global network—including over 1,700 overseas dealerships and local R&D centers and manufacturing bases in key markets—HIMLA is set to enter the global market. With its “technology export + market development + localized operations” model, Chery ensures HIMLA adapts swiftly to regional demands and wins the trust of global users.
More than just a technological breakthrough for Chery in the pickup segment, HIMLA aims to redefine the value perception of pickups globally. Powered by Chery’s spirit of innovation, HIMLA accelerates the global pickup evolution across four key dimensions: passenger-oriented design, intelligence, premium experience, and new energy adoption. Designed to meet every scenario, HIMLA offers global users a more affordable and tailor-made pickup solution.
True to its name—steadfast as mountains, reliable as glaciers—HIMLA represents Chery’s relentless climbing spirit, achieving new heights for “Technology-Driven Chery” in the global pickup arena.
