At the 2025 Shanghai Auto Show, Chery made a statement that echoes its ambition and drive to reshape the future of the bakkie market. The debut of the all-new HIMLA brand marks a significant milestone in Chery’s global expansion strategy, as it sets its sights on revolutionising the bakkie segment with cutting-edge technology, versatile designs, and an unwavering commitment to global mobility.
A New Chapter for Chery
For nearly three decades, Chery has solidified its position as a leader in the automotive industry, with 28 years of technical expertise under its belt. With the launch of HIMLA, Chery takes a bold leap into the competitive and rapidly growing global bakkie market. HIMLA is more than just a new name; it’s a statement of intent that signals Chery’s ability to meet the diverse needs of the modern bakkie consumer.
Verene Petersen, National Marketing Manager for Chery South Africa, encapsulated the brand’s vision: “Bakkies play a vital role in many parts of the world, from remote work sites to everyday family life. HIMLA is our way of expanding into a segment that is both competitive and full of potential. South Africa, in particular, is a standout market for bakkies. While we continue to evaluate opportunities in key markets, our focus with HIMLA is on building a product that speaks to global needs and local preferences alike.”
A Growing Global Market
The global bakkie segment is experiencing sustained growth, with IHS data indicating international sales reached 5.67 million units in 2025. Projections suggest that this number will rise to over 6.3 million units by 2030. As these vehicles evolve from purely work-focused tools to versatile, multi-purpose companions, the demand for innovation and adaptability has never been greater.
Chery’s HIMLA brand is poised to take full advantage of this trend. The company’s latest offering will go beyond the traditional image of the bakkie as a workhorse, embracing a broader role that caters to both commercial needs and lifestyle-driven customers. Whether it’s for family transport, off-road adventure, or cargo-hauling, HIMLA delivers a product range that is as adaptable as it is rugged.
A Range for Every Need
HIMLA’s lineup will feature a full spectrum of models, from compact and mid-sized bakkies to larger variants. Each model is designed to cater to specific regional needs, ensuring that the HIMLA range can meet the demands of diverse markets. In the Middle East, the focus will be on off-road enhancements, while South America’s priorities will centre around heavy-duty cargo capabilities. Meanwhile, Europe’s push for sustainability and electrification will be reflected in HIMLA’s fully electric variants.
This adaptability is a cornerstone of the HIMLA brand. With petrol, diesel, and fully electric powertrain options, HIMLA can serve a wide range of users, ensuring that no matter the terrain or task at hand, there is a HIMLA vehicle suited to the job.
Uncompromising Safety and Quality
As Chery expands into this competitive market, the HIMLA series will adhere to the company’s renowned Global Five-Star Safety Standard. This means that each model will be equipped with intelligent driving assistance systems, high-strength body structures, and advanced battery safety technologies, ensuring that drivers and passengers alike are protected in even the most challenging driving environments.
The HIMLA brand’s commitment to safety reflects Chery’s broader approach to automotive innovation—placing quality and user experience at the forefront. This emphasis on safety is particularly important in markets where the bakkie is used for both daily commutes and heavy-duty applications.
HIMLA’s Global Vision
The name HIMLA itself embodies Chery’s aspirations. Derived from a reverence for mountain peaks and the spirit of conquest, HIMLA reflects the bold yet practical values that are integral to its intended audience. The range is designed for those who seek not only reliability but also adventure—offering a vehicle that is as capable on rugged terrain as it is on the road.
Chery’s HIMLA is not just about meeting the current demands of the bakkie market but reshaping it. By focusing on intelligent connectivity, electrification, and versatile design, HIMLA is poised to become a key player in the global bakkie market, offering a fresh perspective on the future of mobility.
A Global Future, A Local Focus
The HIMLA debut at the Shanghai Auto Show is just the beginning of what promises to be an exciting journey for Chery. As the global automotive landscape evolves, HIMLA is a perfect example of how Chery plans to stay ahead of the curve—delivering not only world-class vehicles but also driving forward the innovation that will shape the future of the bakkie segment.
In addition to the HIMLA premiere, Chery’s hybrid lineup, led by the flagship Tiggo 9 CSH, also made a strong impression, showcasing the advanced capabilities of Chery Super Hybrid (CSH) technology. This hybrid approach will further bolster Chery’s position in the global market as a company committed to sustainable, cutting-edge mobility.
As HIMLA takes its first steps onto the global stage, it signals a new chapter for Chery—a chapter that embraces the future of mobility with boldness, versatility, and technological excellence. With HIMLA, Chery is not just entering the global bakkie market; it’s defining its future.
