Chery has unveiled a new ute-focused sub-brand, Himla, as part of its broader global expansion strategy.
Debuting at the recent 2025 Shanghai Auto Show, Himla introduces its first model: a rugged midsize ute clearly aimed at competitors like the Toyota Hilux and Ford Ranger.
Rugged design with modern touches
Although visually similar to the KP11 prototype revealed in late 2024, the production-ready Himla ute features distinct updates. These include a fresh paint finish, redesigned wheels and a streamlined variant with fewer accessories.
Chery branding remains on the grille, while the tailgate proudly displays the Himla badge, likely a nod to the Himalayas.
The Himla ute carries a tough, practical design language. Split LED headlights, muscular fenders and a bold bonnet lend it a strong road presence, while aluminium-style skid plates and integrated side steps enhance usability.
The ute sits high on alloy wheels wrapped in all-terrain tyres, suggesting serious off-road intent.
Inside, the cabin follows a more contemporary template. A large, Tesla-style infotainment touchscreen dominates the dashboard, complementing a digital instrument cluster. Light-coloured upholstery with a leather-like finish and dedicated climate vents for rear passengers elevate comfort.
The cargo bed dimensions appear competitive with established rivals such as the Toyota Hilux, Mitsubishi Triton and Volkswagen Amarok, signalling serious ambition for the Himla's positioning.
Chassis, powertrains and global strategy
Chery has yet to disclose technical specifications, but the Himla ute is expected to ride on a ladder-frame chassis, aligning it with traditional workhorse utes in terms of payload and towing.
Likely engine options include petrol, diesel and potentially electrified variants, following broader market trends.
Himla will initially target global markets including Europe, South America and the Middle East. According to Chery, the brand will offer a full range of utes from compact to large, promising "unstoppable all-terrain strength and refined design".
Himla joins an already dense roster of Chery sub-brands, such as Omoda and Jaecoo, further expanding the Chinese automaker's presence across global segments, including New Zealand.
Chery's aggressive sub-brand strategy signals clear intent: to challenge established names not just at home, but on a truly global scale.
