Chery has launched a new sub-brand called HIMLA, aimed specifically at the pickup truck segment. The brand targets both commercial and personal-use markets and will offer a full range of body sizes—compact, mid-size, and large. Powertrain options will include petrol, diesel, and electrified variants, with key markets including Europe, the Middle East, and Latin America.

Although detailed specifications have yet to be fully revealed, Chery stated that the first HIMLA pickup will deliver performance on par with major competitors, featuring a 3,500kg braked towing capacity, around 1,000kg payload, and global five-star safety standards. It will also include a reinforced body structure, intelligent driver assistance systems, and advanced battery safety technologies. While no other models in the HIMLA lineup have been officially shown, Chery’s global executives confirmed that two more models will debut in 2026.

The first HIMLA ute is expected to feature Chery’s fifth-generation plug-in hybrid powertrain, known as the Chery Super Hybrid (CHS), already used in the Tiggo 7, Tiggo 8, and Tiggo 9. This system is described as one of the most advanced PHEVs in the segment, with 44.5% thermal efficiency, a single-speed Direct Hybrid Transmission (DHT) boasting 98.5% efficiency, and up to 95 km of all-electric range under the WLTP cycle, powered by an 18.5kWh battery.

Previewed by last year’s KP11 concept, the first production HIMLA pickup is built on a ladder-frame chassis and is expected to be available in some markets with a 2.4-litre turbocharged petrol engine. A turbo-diesel variant may also be offered in select regions, paired with a four-wheel drive system aimed at providing moderate off-road capabilities.

Chery emphasized that the HIMLA pickup range is being developed with input from over 30 countries, ensuring it meets global standards for safety, performance, and utility.