Chery's Sub-Brands Lineup Begins to Enter the Double Cabin Market

KatadataOTO – Chery Group enlivened the Shanghai Auto Show 2025 by bringing its various sub-brands. After announcing the return of Rely and QQ, this time Himla was also present, which will focus on pickup trucks.

Rely focuses on environmentally friendly pickup trucks in China. Meanwhile, Himla seems to be designated for the international market.

Most recently, Chery brought a new model that at a glance has a size not much different from the Toyota Hilux double cabin. 

Its fascia is made aggressive with large Chery lettering, similar to the latest generation Ford Ranger Raptor.

Photo : Carscoops

In terms of design, the Chery Himla has a similar design to the prototype they exhibited in October 2024, namely the KP11.

However, the main visible differences are the color wrapping the body exterior and the new wheel design.

There are no complete technical specifications from Chery yet, but it is believed that the first model from Himla is already a production version and will be mass-sold in the future.

Besides Himla and Rely, at the world's largest automotive exhibition, Chery Group also brought other sub-brands such as Jetour, Exeed, and Luxeed.

It should be noted that Chery does have many sub-brands aimed at reaching diverse consumers, including the younger generation.

The design character of each sub-brand is also made unique, so there is a distinct differentiator. However, the marketing strategy differs in each country.

For example in Indonesia, one Omoda model, which is a sub-brand of the Chery Group, is actually presented under the Chery brand. Similar to the iCar 03, it is now offered as the Chery J6.

But there are two more brands entering Indonesia, namely Jaecoo, offering an SUV (Sport Utility Vehicle) PHEV (Plug-in Hybrid Electric Vehicle) that combines an elegant and sporty design.

Then Jetour, debuting in Indonesia, brings two gasoline-engine models priced at Rp 300 million and above.

Both Jetour and Jaecoo are reportedly ready to bring new electric car models to add more choices for consumers.

Photo : CarNewsChina

There is a chance that this lineup of Chery sub-brands will introduce interesting models in the country, either under the Chery brand or entering independently like Jetour.

For your information, Chery is not the only manufacturer that has various sub-brands. BYD (Build Your Dreams) also implements a similar strategy to attract various customer segments.

For a more complete list, here is the lineup of Chery Group sub-brands that currently exist.

• Chery
• Jaecoo
• Jetour
• Exeed
• Kaiyi
• iCar
• Omoda
• Luxeed
• Karry
• Soueast
• Fulwin
• Rely
• QQ