It’s one thing for a carmaker to say it’s serious about a market, but quite another to watch them prove it – with new models, new brands, and an ambitious local dealer strategy. That’s exactly what Chery Automotive is doing, and I had the front-row seat at Auto Shanghai 2025 to see it unfold.
Having already made waves in South Africa through its core Chery range and the strikingly designed Omoda and Jaecoo nameplates, the Chinese giant now sets its sights even higher. What’s next? A home-grown bakkie contender with serious grunt, and a brand-new brand (yes, another one) aimed squarely at digitally native, style-conscious younger buyers. Strap in.
COMING FOR THE BIG GUNS
Arguably the headline act of Chery’s future South African product assault with its first-ever bakkie is the KP31 – a double-cab bakkie that will be known locally as the Chery Himla. If that name sounds celestial, wait until you hear the specs. Set to launch in 2026 (with exact timing still to be confirmed), the Himla isn’t a rebadged also-ran – it’s a ground-up development, conceived with global markets and local conditions firmly in mind.
Still in its development phase in China, the Himla already looks every bit the rugged contender. Think squared-off proportions, bold haunches, a wide grille, and design elements that lean more towards “off-road warrior” than urban lifestyle bakkie. But it’s not just about looks – the engineering team has come out swinging.
Five powertrain options will be available, all paired to an eight-speed automatic transmission:
- PHEV: A 2.5-litre turbodiesel hybrid good for 260 kW and 680 Nm, or a 2.0-litre turbo-petrol hybrid with a stonking 300 kW and 620 Nm.
- HEV: A mild-hybrid 2.5-litre turbodiesel producing 200 kW and 600 Nm.
- ICE: A conventional 2.5-litre diesel rated at 140 kW and 450 Nm, or a 2.0-litre turbo petrol with 170 kW and 378 Nm.
Chery has hinted that the Himla will offer best-in-class second-row legroom and a class-leading load bay. From what we saw in Shanghai, this isn’t just PR speak. Even in a static concept, the Himla’s rear seat space rivals some double-cab SUVs, and the cargo area is cleverly shaped for versatility.
In short: it’s coming for the Hilux, Ranger, and Triton with both barrels loaded – and possibly a third in the form of electrification.
INTRODUCING LEPAS
As if launching a whole new product category weren’t enough, Chery also unveiled an entirely new brand at Auto Shanghai – and confirmed its rollout plans for South Africa. Say hello to Lepas, the latest addition to the company’s burgeoning sub-brand portfolio, joining Omoda and Jaecoo in a full-court press for every local market segment.
Pronounced “lee-pass”, the name is derived from a fusion of “leap” and “passion” – a clue to the kind of buyer Chery wants to attract. Think Gen Z and younger millennials: connected, curious, and not content with conventional.
The first model from Lepas to land locally will be the L8, a sharply styled midsize SUV that doubles as a rolling tech haven. Expect voice-activated functions, cinema-grade interior displays, and a wild party trick: front seats that recline flat to create a full bed, paired with a “cinema mode” for on-the-go binge-watching. Over-the-top? Maybe. But it is entirely on-brand for a vehicle aimed at the TikTok generation.
The L8 will be followed by:
- L6 and L4: More compact, presumably more affordable SUVs.
- L2: A full-electric vehicle set to position Lepas in the EV mainstream.
- Two sedans: A segment often neglected in today’s SUV craze, but one Chery clearly sees as an opportunity.
Here’s the kicker – Lepas will be sold not through Chery, Omoda, or Jaecoo showrooms, but in dedicated Lepas-only dealerships. Chery aims to open 30 standalone Lepas dealers in South Africa by the end of 2026. That’s not a trial balloon – it’s a full-blown offensive.
LAST WORD
Chery’s product diversity alone is staggering – from the value-led Tiggo family, to the edgy Omoda C9, to Jaecoo’s upmarket ambitions and now Lepas and Himla. However, what stood out in Shanghai was the coherence behind the complexity. Each brand has its place, audience, and visual identity. More impressively, Chery seems to understand how South Africans shop for cars: with both heart and head, and increasingly, a demand for tech and efficiency that rivals Europe.
It’s early days for the Himla and Lepas, but the foundation is solid. With its product line-up, dealership strategy, and a growing reputation, Chery is outgrowing playing the numbers game, instead focusing on crafting a whole ecosystem.
Report by ANDRÉ SCHARNECK | Images © CHERY SOUTH AFRICA
