On April 23, under the spotlight at 2025 Shanghai Auto Show, Chery officially unveiled its all-new pickup series—HIMLA—marking a key milestone in this Chinese automaker’s global strategy. Launched amid the booming global pickup market, HIMLA not only reflects Chery’s strategic ambitions in this segment but also redefines the future of traditional pickups three core pillars: a complete product portfolio, new energy transition, and intelligent technology empowerment.
At the product launch of Chery brand, Zhu Shaodong, Deputy General Manager of Chery International said, “Chery brand always keeps original intention as the first choice of family-oriented customers.” He also highlighted the strategic vision for HIMLA, emphasizing: “HIMLA can Master The Terrain, [which] helps every user to arrive their dream land.”
Globalization is not merely about scaling up in individual markets, but about accurately anticipating industry trends. As pickup consumption shifts from purely utilitarian purposes to a dual focus on ‘ lifestyle and work,’ HIMLA represents Chery’s technological prowess in redefining global mobility scenarios. He emphasized that the HIMLA series builds upon Chery’s 28 years of technical expertise and will further leverage the company’s first-mover advantages in the three core components of NEVs, and intelligent connectivity to actively reshape the global pickup market’s value chain. Alongside the global premiere of the HIMLA pickup series, Chery’s hybrid lineup—spearheaded by the flagship TIGGO 9 CSH—also made a striking debut at the 2025 Shanghai Auto Show, highlighting the advanced capabilities of Chery Super Hybrid (CSH).
HIMLA Global Debut: Chery Enriches Its Product Matrix
In recent years, pickups have evolved beyond their traditional utilitarian role, transforming into versatile vehicles that blend productivity with lifestyle appeal. The global pickup market is now entering a golden era of growth. According to the latest IHS data, global pickup sales hit 5.67 million units in 2025 and are expected to surpass 6.3 million units by 2030, reflecting a compound annual growth rate (CAGR) of around 1.8%. A multidimensional trend has also emerged, marked by electrification, intelligent technology, and specialized use-case segmentation.
Chery’s HIMLA series is a strategic response to this shift. The name “HIMLA” draws inspiration from the reverence for mountain peaks and the spirit of conquest, embodying the bold yet practical values of its target users. As a key pillar of Chery’s global strategy, HIMLA delivers a full lineup spanning from compact to mid-size and large pickups, with multiple powertrain options including gasoline, diesel, and pure electric variants. This versatility caters to diverse needs—from commercial utility to family transportation and off-road adventure. In essence, HIMLA not only represents a big milestone of Chery’s global strategy but also drives the evolution of pickups toward premium, passenger-oriented vehicles through new energy and intelligent innovation.
From “Technology-driven Chery” to “Global Chery”: HIMLA Makes Bold Worldwide Debut
From its humble beginnings as a “small grass house” on barren land to its rise as a Fortune Global 500 company, Chery has always been driven by technological innovation. In the era of gasoline-powered vehicles, it broke through core technology barriers, including engines and transmissions. Now, in the race for new energy and intelligent mobility, Chery has taken the lead by venturing into cutting-edge fields such as battery cells and AI. The HIMLA series carries forward this legacy, with the “Global Five-Star Safety Standard” at its core. Featuring a high-strength body structure, intelligent driving assistance systems, and advanced battery safety technology, it ensures user safety across complex road conditions worldwide.
Chery deeply embraces the principle that “globalization is localization.” HIMLA is tailored to regional driving habits, regulations, and standards—whether meeting the Middle East’s demand for off-road modifications, the Central and South America’s cargo-carrying needs, or Europe’s push for electrification. This “one region, one strategy” approach ensures truly localized solutions.
Backed by Chery’s robust global sales and service network, HIMLA is poised for precision market penetration. To date, Chery has established over 1,700 overseas dealerships and localized R&D centers and production bases in key markets. This “technology export + market cultivation + localized operations” model enables HIMLA to rapidly adapt to regional demands and earn global consumer trust.
The launch of HIMLA is not just Chery’s technological statement in the pickup segment—it’s a game-changer for the global pickup market’s value landscape. Driven by Chery’s innovation, HIMLA is accelerating the evolution of the global pickup market toward four key trends: passenger-oriented design, intelligence, premiumization, and new energy adoption. For consumers worldwide, HIMLA delivers a more cost-effective, purpose-built pickup option for every scenario.
True to its name—as unshakable as mountains and as dependable as glaciers—HIMLA embodies Chery’s relentless climber spirit, scaling new heights for “Technology-Driven Chery” in the global pickup market.
