Beyond the Workhorse: Guided by “For Family”, CHERY and Community Representatives Explore Stockman’s Value as a Family Pickup
As pickups evolve beyond their role as work vehicles, more families want a versatile vehicle that can handle urban commuting, family trips and outdoor adventures. What should such a pickup look like? On 22 October 2026, a fireside discussion and vehicle preview centred on “Co-Creation. For Family” offered answers from a user’s perspective on the lawn at the Longshan Road campsite. CHERY invited family users active in its global community to gather in the evening breeze and discuss their ideal journeys. Together, they explored what families really need from a pickup, helping refine Stockman’s value for family use and considering how pickups can fit into modern family life.
Fireside Conversations Inspired by Real Journeys
There was no formal lectern, just open conversation. The event unfolded through four sessions: Dream Life, a close-up vehicle preview, Dream Car and Dream Share. Across five discussion topics, participants talked about the lives they aspired to, their family travel stories, their connections with their vehicles and their expectations of a family pickup.
In a relaxed setting, the discussion moved beyond the pickup’s traditional role as a work vehicle to weekend camping, long-distance adventures and trips with the whole family. After exploring the vehicle up close, participants discussed practical needs including ride quality and handling in the city, comfort for multiple passengers, cargo capacity and versatility for outdoor trips, and off-road capability.
Meet Stockman: A Diesel-Hybrid Pickup Shaped by Listening to Users
At the centre of the preview was Stockman, positioned as a global pioneer in diesel-hybrid pickups. Its diesel-hybrid powertrain opens a new direction for the segment, targeting dedicated outdoor enthusiasts who also need a vehicle for family travel.
Guided by CHERY’s “For Family” philosophy, Stockman seeks to overcome the traditional trade-off between strong performance and fuel economy in off-road pickups. With an in-house diesel-hybrid system, all-terrain off-road capability, a cabin balancing refinement and practicality, and an ecosystem of accessories and customisation options, it aims to meet needs ranging from urban commuting and long family trips to off-road adventures. Many community representatives expressed enthusiasm for Stockman after seeing it. One participant singled out the rear step: “It’s the back step here because it actually helps you get into the car and put things in the back.” Another saw Stockman as a strong contender in the local market, describing it as “stylish, with new technology and innovation” and saying they looked forward to seeing it on local roads. Stockman received positive feedback for both its design and practical features.
Open Dialogue Brings Users into Product Development
The fireside gathering put CHERY’s approach to user co-creation into practice through an equal, two-way exchange between the brand and community representatives. It provided a relaxed, open forum for discussion and collaborative development, with no predetermined answers.
Drawing on their own experiences of family use and their impressions of the vehicle, participants shared ideas about Stockman’s design, features and overall experience. CHERY listened carefully and collected each suggestion, bringing users’ mobility needs into its thinking on future product development and improvements. In this approach, users are involved in defining a product rather than simply receiving it after launch, working with the brand to bring “For Family” into the details of each iteration.
Reflecting the “Together. For Family” theme of Chery International User Summit 2026, the fireside event’s collaborative exploration of the family pickup goes beyond concepts on paper. The ideas and needs discussed around the fire will inform specific product improvements, helping Stockman evolve in line with the expectations of families worldwide. In doing so, it will support more families as they explore further and enjoy the many possibilities of pickup life.