Revealed at the 2025 Shanghai Auto Show, the Chery HIMLA bakkie is the first shot from a brand-new nameplate that wants in on the world’s favourite utility weapon. It’s big, bold, and clearly aiming squarely at the Hilux-Ranger-Amarok battleground.
HIMLA is Chery’s new bakkie brand, and no, it’s not just a badge exercise. This is a full-fat, ground-up offering — one built to haul, climb, cruise and, importantly, sell. There’ll be compact, mid-size, and large versions across the lineup, with petrol, diesel and full-electric options on the table. Yes, your next bakkie might plug in before it pumps up.
The name HIMLA comes from the idea of towering peaks and adventure. The execution? It’s more about global reach. These bakkies will be tailored to their territories — so expect off-road toys for the Middle East, big load boxes for South America, and a healthy helping of electrons for Europe.
And South Africa? We’re absolutely part of the plan. “South Africa, in particular, is a standout market for bakkies,” says Verene Petersen, Chery SA’s marketing boss. Which isn’t exactly news — we eat bakkies for breakfast here. But the fact Chery knows it, and says it out loud, is telling.
What’s under the skin? Plenty of tech, it seems. Chery’s shouting about intelligent driving systems, battery safety tech, and body structures built for actual punishment. The HIMLA range will also conform to Chery’s “Global Five-Star Safety Standard”, which, marketing speak aside, means it’s specced to take a knock and keep going.
Also on show was the Tiggo 9 CSH hybrid — part of Chery’s expanding Super Hybrid push — but it was HIMLA that drew the cameras.
This is a serious play from a carmaker that’s been quietly building momentum — and now clearly wants in on the global bakkie league. It’s not here to flirt. It’s here to compete.
Whether HIMLA ends up parked next to South Africa’s favourite bakkies or ends up as a footnote in the great ute experiment depends on how well it drives, works, and lasts. But it’s coming. And it’s not coming quietly.