Chery is officially entering the global pickup truck war. The Chinese automotive giant has launched a dedicated sub-brand called Himla, focused entirely on utility trucks, with its sights clearly set on the Toyota Hilux. The first model under this new brand — unofficially dubbed the Kepel — is already generating buzz, with a global launch targeted for 2026.
Chery Targets Global Pickup Market with Ambitious Himla Launch
The Himla brand takes its name from the Himalayan mountains, symbolizing rugged endurance and high-altitude ambition — a not-so-subtle hint at Chery’s goal of becoming a global force in the utility vehicle segment.
Chery has confirmed that Himla will offer trucks across compact, mid-size, and large body formats, tailored for both commercial and personal use. The brand’s lead vehicle — seen in early imagery and resembling the KP11 prototype — carries a bold design fit for off-road warriors and urban haulers alike.
Meet Kepel: Himla’s First Pickup in the Making
While the production model’s official name is yet to be confirmed, it closely resembles the KP11 prototype and is currently being referred to as the Kepel.
What We Know So Far:
- Body Style: Double-cab, four-seat configuration
- Wheels & Tires: 19-inch alloy wheels wrapped in all-terrain tires
- Chassis: Ladder frame with underbody protection — ready for off-road action
- Powertrains: Choice of petrol, diesel, and electric variants
- Hybrid System: Likely inclusion of Chery’s Super Hybrid System, also seen in the Omoda 7
Chery’s spokesperson hinted that some powertrains will be engineered specifically for this model, which speaks volumes about the brand’s commitment to serious utility performance.
Styling and Utility
Kepel’s aesthetic follows the modern pickup playbook: a high-riding stance, broad grille, angular body lines, and functional features like underbody armor and chunky tires. This truck isn’t just for show — it’s being designed to handle dirt, gravel, and snow just as confidently as it tackles city roads.
With ladder frames out back, it hints at real workhorse capability — a critical selling point for buyers who rely on pickups for labor-intensive tasks.
Chery’s Global Ambitions
By entering the competitive global pickup market, Chery is moving into territory traditionally dominated by brands like Toyota, Ford, and Isuzu. Himla is the latest signal that Chery is no longer satisfied with regional dominance — it wants a worldwide footprint.
Final Thoughts
If Chery delivers on its promises — rugged design, versatile powertrains, and competitive pricing — Himla could be a serious disruptor in the pickup segment. The Kepel is shaping up to be a formidable rival to the Toyota Hilux, especially in emerging markets and off-road-focused regions.
Stay tuned for more updates as we approach the 2026 launch window.
Reporter
