Chery-backed Himla Makes Tracks Towards Pick-Up Segment
01/05/2025 08:31 Share
Chery-backed Himla Makes Tracks Towards Pick-Up Segment
Chery, one of China’s biggest automotive conglomerates, is setting a course for the fiercely contested pick-up truck segment with the unveiling of its latest new brand, Himla.
Though a familiar name in Asia, Chery has been making waves in Europe recently with a strategy of diversifying its model portfolio by launching multiple sub-brands targeting specific markets and segments.
It has already led to the successful rollout of its Omoda and Jaecoo SUV brands, while more – known as Lepas and iCaur – are due to follow over the next 12 months.
They are expected to be joined by a fifth Chery-derived brand named Himla, which is being positioned at the pick-up truck market.
While the model, which was revealed at Shanghai Auto Show, debuted with Chery badging, Himla will instead act as a standalone brand in overseas markets.
From the outset, the Himla boasts typically chunky, utilitarian styling not dissimilar to the Maxus T60 or the Toyota Hilux, while reports suggest it will be offered in a choice of diesel, hybrid and electric powertrains.
For the time being it is not known for certain whether Himla is heading to the UK, but European sales are almost certain. Moreover, with Omoda and Jaecoo spearheading a huge dealer network expansion on the back of encouraging sales figures since their arrival last year, Himla would at least have one of its biggest hurdles removed.
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