Chinese carmaker Chery has unveiled the Rely R08 EV, its first fully electric pickup truck under its wholly owned brand, marking a notable step into a segment that remains small but strategically important in Europe. A segment traditionally ruled by the Toyota Hilux, alongside models such as the Ford Ranger, Isuzu D-Max, and Volkswagen Amarok.

Launched in China at the end of January, and also branded as the Himla R08 in overseas markets, the EV combines a traditional body-on-frame construction with battery-electric drivetrains, signalling that Chinese manufacturers are increasingly targeting functional work vehicles rather than just passenger cars.

Towing up to 2.5 tons

Importantly for European buyers, the pickup is reported to support towing loads of around 2.5 tons, a figure that – if confirmed through EU type approval – would place it well above some early electric utility vehicles.

Pricing is where the contrast with established competitors becomes most striking. In China, the Rely R08 EV starts at roughly €17,000-€22,000.

Even after accounting for shipping, VAT, homologation, and EU trade measures on Chinese electric vehicles, analysts suggest it could realistically enter the European market at around €30,000-€35,000.

Cheaper than a diesel Hilux

By comparison, the Toyota Hilux typically starts closer to €38,000-€40,000 in diesel form across major EU markets, with well-equipped versions exceeding €50,000 and the upcoming electric variant expected to sit higher still.

At its revived Zona Franca plant in Barcelona, the former Nissan pickup plant, Chery’s Ebro joint venture has begun building SUVs and is also preparing local assembly of Omoda and Jaecoo models, such as the Omoda 5 and Jaecoo 5 EV. It signals a broader European production footprint, though there is still no indication that a pickup like the Rely R08 EV would be built there.

Potential rival?

The comparison with the Hilux highlights both the opportunity and the limits of the Rely R08 EV as a potential rival.

In its conventional diesel configuration, the Hilux remains Europe’s benchmark pickup, offering up to 3.5 tons of braked towing capacity, strong residual values, and a dealer and service network built over decades. These attributes continue to make it the default choice for fleets, contractors, and rural users.

The Hilux’s dominance is underpinned not just by its reputation but also by its production base in South Africa, where Toyota builds most Europe-bound models at scale for export to EU markets.

Toyota’s own electrification of the Toyota Hilux illustrates how differently established manufacturers are approaching the transition. The Hilux BEV, due to enter European markets at the end of the year, is designed primarily for lighter, urban-oriented utility work.

It combines a 59.2-kWh battery with an estimated WLTP range of around 240 kilometers, a payload of 715 kilograms, and a towing capacity of 1,600 kilograms, significantly below the diesel model’s capabilities.

Toyota has yet to announce European pricing for the electric Hilux, though it is expected to sit at the upper end of the current range. By contrast, Chery’s Rely R08 EV targets a more conventional work profile, with reported towing capability of around 2.5 tonnes and the prospect of a substantially lower entry price if introduced to Europe.

Building confidence?

On the other hand, Toyota’s longer-term roadmap extends to a fuel-cell Hilux planned for 2028, underscoring a multi-path strategy that prioritises durability and flexibility over aggressive pricing.

However, this creates an opportunity for alternatives like the Rely R08 EV, particularly among municipalities, utilities, and small businesses seeking to electrify without sacrificing too much practical utility.

Whether that opening translates into real market impact will depend on execution rather than specifications alone. Chery has yet to confirm a European launch for the Rely R08 EV, and any EU-bound version would need to prove its range, durability, and towing performance under European conditions.

Just as crucial will be after-sales support and fleet confidence – areas where Toyota continues to hold a decisive advantage.