Chery launches new Himla pick-up truck brand at Auto Shanghai – for global markets, Malaysia included?

At this year’s Auto Shanghai, Chery launched its new Himla pick-up truck brand that is said to be inspired by the Himalayas and will be launched in global markets. The first model from the brand is what you see here, although there’s not much in the way of detailed information for now.

What we are told is that Himla pick-up trucks are designed to “master the terrain” and will features a variety of powertrains, including petrol, diesel and new energy systems (presumably hybrids and/or plug-in hybrids).

If you’re curious what ‘Himla’ stands for, Shaodong Zhu, executive vice president of Chery International and CEO of the Chery brand, said it is an acronym for ‘high performance’, ‘innovation’, ‘multifunction’, ‘longevity’ and ‘all-terrain’.

The first Himla pick-up truck appears to be similar in size to other models that we have here in Malaysia, such as the Toyota Hilux, Mitsubishi Triton and Isuzu D-Max. At first glance, you’ll find hints of the Ranger and Triton in its design, notably the large hexagonal front grille that has a large ‘CHERY’ script on it. This is accompanied by dual-tier lighting, with the main headlamps positioned below the upper daytime running lights.

As for the rear, we find side steps for more convenient access to the bed, just like the Ranger, while the taillights have an interesting light signature. The tailgate mimics what we saw at the front with ‘CHERY’ embossed in large letters.

Moving inside, the Himla pick-up truck features a small instrument cluster display and a large central infotainment touchscreen. The leather surfaces and upholstery indicate this to be aimed at lifestyle pick-up truck buyers, but there are still utilitarian touches like the large buttons and robust-looking shifter and four-wheel drive dial that appear easy to operate with work gloves on.

For now, there’s no indication if the Himla brand will be launched in Malaysia. If it were to come our way, do you think Chery’s offering is capable of stealing market share away from established nameplates here?

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