In the global pickup truck culture landscape, the ruggedness and boldness of American pickups and the practical philosophy of Japanese utility vehicles each dominate their own spheres. The Chinese pickup truck market has always been exploring a way to break through the balance between “utility attributes” and “emotional value”. Now, the much – anticipated answer may finally surface. On April 20th, Chery will officially launch its first pickup truck brand – RELY, injecting a new narrative into the global pickup truck stage with brand genes that combine an international perspective and Chinese cultural characteristics.
This is not just a simple brand launch but a solution to the dilemma of the Chinese pickup truck industry: Chinese pickups have always lacked a cultural symbol that balances practicality and sentiment and connects the local and the international.
The birth of RELY is Chery’s “manifesto for breaking the deadlock” addressed to the Chinese automotive industry.
The call for change in the global pickup truck market pattern has never been stronger. In North America and other places, pickup truck users spend an average of over $5,000 on modifications each year. Rear – truck – bed coffee bars and mobile kitchens have become social calling cards. In China, pickups have long been overshadowed by the fixed impression of “freight tools”. The modification culture is still in its infancy, and the exploration of high – end application scenarios remains to be solved. When small – and – micro – enterprise owners worry about the comfort of transporting precision instruments, and when outdoor enthusiasts have to choose between an SUV’s trunk and ideal camping gear, the market’s expectation for a “versatile” pickup truck has long gone beyond simple cargo – carrying functions.
The birth of RELY stems from a deep understanding of these latent expectations. It doesn’t come to meet known demands but with the question of “how else can pickups integrate into life”: How can a transportation tool also offer the comfort of family travel? How can pragmatism and the aesthetics of life co – exist and grow? These thoughts have enabled RELY to break away from the role of a “demand follower” from the start. Instead, it takes on the stance of a “value pioneer”, presenting users with unimagined vehicle – use scenarios, making pickups not just production tools but also partners for expanding the boundaries of life.
How can RELY become a “value pioneer” in the pickup truck market? Chery has the confidence based on its 28 – year industry accumulation.
First, the concept of technological parity is distinct. On March 18th, Chery’s intelligent strategy was released at the “Intelligent Night”: Falcon Intelligent Driving has global coverage, with equal intelligence for fuel – powered and electric vehicles, and intelligent driving parity. On April 10th, at Chery’s Hybrid Night, Chery launched the world’s first open – source hybrid technology plan, ushering in an open – source era for hybrid technology. Against the backdrop of technological parity, Chery’s cutting – edge technologies such as Lion Intelligent Cockpit and Kunpeng Power will be applied to products under the RELY brand, creating a better experience for RELY users and achieving technological parity in the pickup truck field.
Second, the globalization layout is being advanced simultaneously. Since the first Chery vehicle was exported overseas in 2001, with the strategic determination of “no stability at home, no strength abroad”, Chery has built a global industrial network. It has established production bases and R & D networks in more than 110 countries and regions around the world, deeply implanting the gene of “Made in China” into the global automotive landscape. As a leader in Chinese automotive exports, Chery has ranked first in Chinese – brand passenger vehicle exports for 22 consecutive years. With its in – depth globalization strategy of “going global and rising globally”, it has evolved from product export to brand symbiosis. This in – depth globalization layout is becoming the core enabling code for RELY pickups to break into the global market.
While traditional pickup truck enterprises are still blindly competing in terms of power parameters, RELY is not a newcomer. It is a re – start based on Chery’s 28 – year vehicle – manufacturing accumulation.
Through RELY, Chery will explore a new path for global pickups beyond traditional internal combustion engine performance – oriented approaches and new – energy radicalism. From a “brutal price – performance war” to a “moderate technology – popularization war”, it will introduce users to another lifestyle paradigm and show the world another Chinese attitude.
At 19:00 on April 20th, 2025, RELY cordially invites global users to witness the global debut of Chery’s first pickup truck brand – RELY through RELY’s official live – streaming rooms on Weibo, Douyin, and other platforms! This new chapter in the world of pickups looks forward to being opened with you.
