Chery Launches Himla Sub-Brand for Global Ute Market
Chery, one of China's largest automakers, has launched a new sub-brand, Himla, with a focus on utility vehicles (utes) as part of its global expansion strategy. The new brand aims to challenge established names on a global scale and expand Chery's presence in growing markets for robust, practical vehicles.
Himla joins other Chery sub-brands like Omoda and Jaecoo, and its first model is a rugged midsize ute. This ute will feature a tough, practical design with modern touches like a Tesla-style infotainment touchscreen. It is expected to ride on a ladder-frame chassis, aligning it with traditional workhorse utes, and its cargo bed dimensions are competitive with established rivals. Himla will initially target global markets including Europe, South America, and the Middle East.
Chery's aggressive sub-brand strategy aims to tap into growing markets where the demand for practical, affordable vehicles is high, and the barriers to entry for new brands are low. The company seeks to establish itself as a global player in the segment of affordable, robust utility vehicles.
Chery's new sub-brand, Himla, is set to challenge established names in the global ute news. With its rugged design, competitive cargo bed dimensions, and modern features, the Himla ute is poised to make an impact in growing markets worldwide. Chery's strategic expansion through sub-brands like Himla signals its ambition to become a major global player in the utility vehicle segment.
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