On April 20, Chery officially rebranded and relaunched Rely as its first “global intelligent pickup ecosystem brand”, covering ICE, BEV, EREV, and PHEV variants. Rely is Chery’s third brand to be revived after the Fulwin and QQ series.
Back in 2009, Chery established the Qilin high-end brand, which was divided into two series: Riich and Rely. However, in the market environment dominated by joint venture brands during that period, Qilin only survived for a few years.
This time, Rely is the abbreviation for rebuild, explore, link, and yield, according to Chery. Rely will have four major product lines and 16 product portfolios built based on Chery’s Mars Architecture hybrid/fuel vehicle platform and equipped with the Kunpeng Super Performance Electric Hybrid C-DM system, the Lion cockpit system, the Falcon smart driving system, and the Rely Kaitian “full scenario vehicle intelligent tech platform”. Chery claimed the Rely Kaitian will have an “AI-embedded electrical architecture”.
Earlier, Chery has opened the application for the Chinese public to submit Rely’s brand logo design. The winner will receive a dividend of one yuan (0.14 USD) for each pickup truck sold in the next three years.
Furthermore, the Chinese social media Auto Zol reported that Rely’s first pickup truck is about 5.4 meters long with a wheelbase of 3.3 meters wheelbase.
In March 2025, China sold 58,000 pickup trucks, a year-on-year increase of 13.1%, bringing the first quarter cumulative sales to 137,000 units, a year-on-year increase of 6.8%. In particularly, 2,700 new energy pickup trucks were sold in March, a year-on-year increase of 219%; and 6,200 units were sold in the first quarter, a year-on-year increase of 187%. At the same time, 24,000 pickup trucks were exported, a year-on-year increase of 20%. For the first quarter, the pickup truck export volume totaled 62,000 units, a year-on-year increase of 31%, and exports accounted for 45% of the total sales.
| Ranking | Automaker | March Wholesale Volume | Y-on-Y Change |
| 1 | GWM | 20,421 | 16.23% |
| 2 | JAC | 7,351 | 40.07% |
| 3 | JMC | 6,950 | 0.04% |
| 4 | Changan | 4,804 | -8.13% |
| 5 | SAIC Maxus | 4,389 | -15.17% |
With Rely, how much of the pickup truck market share will Chery be able to claim?
Source: Chery, Auto Zol, CPCA
