On April 20th, at the site of the old Wuhu Shipyard on the banks of the Yangtze River, the new global pickup truck brand RELY was grandly launched. This launch event, which integrated Eastern philosophy and technological revolution, not only marked that RELY, as a new Chinese pickup truck brand, was fully embarking on its journey to the global pickup truck market from its inception but also opened up a third path for global pickups beyond traditional internal combustion engine performance – oriented approaches and new – energy radicalism: the path of technology – inclusive global pickups.
Chinese Pickups Face Three Missions, and Chery Steps In
At present, the Chinese automotive market ranks first in the world with both production and sales exceeding 31 million units. However, in the pickup truck segment, Chinese pickups have been struggling in the global market for years, failing to break through their limitations and leave a cultural mark.
Firstly, according to data from the China Association of Automobile Manufacturers, as of 2024, the new – energy penetration rate of the Chinese pickup truck market was less than 5%, far lower than the overall level of the commercial vehicle market. Chinese pickups need to break through from large – displacement internal combustion engines and single – energy sources to multi – power – system innovation and promote the construction of a diversified all – domain platform.
Secondly, according to data from the China Association of Automobile Manufacturers, the export volume of domestic pickups increased by 53.21% year – on – year last year, showing outstanding performance. However, Chinese pickups contribute little to the global industry value. There is a need to reshape the export image of Chinese pickups, lead the creation of new scenarios and demands through technological innovation, and create new value for Chinese pickups.
In addition, according to statistics from the China Passenger Car Association, in 2024, the export volume of Chinese pickups accounted for 45% of the domestic pickup truck sales volume. However, due to the lack of pickup truck culture, Chinese pickups have no pricing power. There is an urgent need to break the “silent” state of Chinese pickups globally and achieve brand recognition through technological parity, making the brand “heard without being loud”.
Facing such a market situation, Chery’s solution is clear and determined: tear down the cognitive barriers with technology – inclusive measures and awaken cultural resonance through value reconstruction. Relying on Chery’s 28 – year technological accumulation, it realizes technological parity in the pickup truck field, allowing global users to enjoy the dividends of new energy and intelligence. As Yin Tongyue, Secretary of the Party Committee and Chairman of Chery Holding Group, said: “We are restarting the RELY brand and giving it a new mission – to become the value benchmark for global new – energy and intelligent pickups and show the world the unique value of Chinese pickups.”
Chery’s confidence comes from its deep accumulation in technology and culture, with two genes: technology – inclusive and cultural integration.
In terms of technology, over the past 28 years, the Chery brand has been committed to the popularization of automobiles, new energy, and intelligence. From Chinese innovation to global adaptation, it has achieved a two – way strategy of scientific and technological inclusion, enabling technology to serve the broadest and most needy people. With the support of Chery’s cutting – edge technologies such as the Mars Architecture, Kunpeng Power, Lion Intelligent Cockpit, and Falcon Intelligent Driving, the technological genes of RELY pickup truck products are inborn.
In terms of culture, Chery 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 the export volume of Chinese – brand passenger vehicles 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. Chery’s global coverage and localization practices have created the brand’s cultural compatibility. This gene is integrated into RELY pickups, making it a bridge for new cultures rather than a rule – breaker.
RELY Emerges to Create a Technology – Inclusive Global Brand
As a newly launched global pickup truck brand, how will RELY shoulder the global mission of Chinese pickups? Zhang Jiaming, General Manager of RELY Pickup Truck Brand Business Unit, gave the answer: RELY will focus on the positioning of a “global intelligent pickup truck ecosystem brand”, with the brand slogan of “Intelligence for the World”, aiming to “make technology equally accessible”. It will open up the path of technology – inclusive global pickups with a third path that carries Eastern wisdom.
Make Technology Equally Accessible
As a new brand, based on the core brand values of “Reliability, Inclusiveness, and Sharing”, RELY has four strategic pillars: Rebuilding the pickup truck ecosystem (Rebuild), Exploring uncharted territories (Explore), Connecting vehicles and everything (Link), and Creating and sharing value (Yield). It empowers the brand from aspects such as software and hardware ecosystems, new technologies/products, intelligent scenarios, and user values.
The brand will inherit the auspicious philosophy of the qilin: the qilin, a benevolent beast that “does not step on living beings with its hooves and does not touch everything with its horns”, is a metaphor for the spirit of Eastern pickups – being powerful yet not overbearing, and emphasizing symbiosis with intelligence. True strength is not about overpowering everything but using technology as armor to protect living beings. With a “benevolent” heart, RELY gently guards the world.
In terms of products, RELY’s products will cover the full range of fuel – powered, pure – electric, and hybrid models, achieving a full – category and global layout. In the next four years, at a pace of one product series per year, it will gradually build four product matrices, forming 16 differentiated combinations, covering 8 core scenarios and over 120 sub – scenarios, comprehensively constructing a three – dimensional product ecosystem of “all scenarios, all power sources, and all user groups”. These products will all adopt a unique design language, endowing the power inspiration from Chinese qilin culture with more flexible Chinese wisdom.
In terms of technology, RELY has deeply customized an all – scenario vehicle intelligent technology platform for the pickup truck category – the Weilinxingtian platform. It redefines the intelligent standards for pickups with “one core and three drivers”. Through the four – dimensional coordination of an AI – integrated electronic and electrical architecture (EEA), the industry’s first diesel – hybrid technology, an intelligent chassis system, and exclusive intelligent scenario experiences for pickups, it constructs a pickup truck technology ecosystem covering all – terrain conditions, all – energy forms, and all – scenario requirements.
In terms of layout, relying on Chery’s globally accumulated R & D system and the 16 – million – user ecosystem, RELY builds a global pickup truck value system with the concept of “global wisdom + local touch”. By improving the localization rate through “global standards + regional adaptation”, it returns the cost – advantage of the value chain to users. At the same time, it launches the “RELY Boundless Plan”, jointly creating more than 100 cross – border scenario solutions with global users within three years, covering fields such as extreme – environment adaptation, product iteration and upgrading, urban – rural compatibility, and multi – cultural integration. It reshapes the global pickup truck industry pattern through technology – inclusive measures and user co – creation.
Creating Three IPs to Build a New Global Pickup Truck Cultural Ecosystem
At the launch event, RELY announced the creation of three IPs, including the industry IP “Weiyan Think Tank”, the cultural IP “Lin Guang Global Intangible Cultural Heritage Inheritance and Innovation”, and the user IP “Qi Ji Global Roadbook”. Through the output of technical standards and the construction of a cultural “New Silk Road”, it builds a new paradigm of global inclusiveness. Among them, the “Weiyan Think Tank” jointly established by RELY and the China Automotive Technology and Research Center is not the “strategic implementation” of a single entity but a reconstruction initiative for pickup truck culture and industry standards jointly launched by global industry partners, industry institutions, and academic forces. The “Lin Guang Global Intangible Cultural Heritage Inheritance and Innovation” and “Qi Ji Global Roadbook” will help open up the cultural “New Silk Road”, assist the brand in promoting “cultural parity”, and build a new paradigm for globally inclusive users.
At a time when the domestic pickup truck sales are rising rapidly and overseas exports are growing vigorously, the debut of the RELY brand is well – timed. It is a bet on Chery’s profound new – energy technology reserves and strong global sales network. “Where RELY goes, there are no barriers to technology.” This parity revolution that starts in the East may, like the Yangtze River, carve out a new channel of this era on the map of global pickup truck civilization.
