Geely’s Riddara establishes Thai subsidiary as EV pickup truck readies for ASEAN region

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Geely’s Riddara brand today announced the official establishment of its first overseas subsidiary in Thailand. It marks a new stage in the development of Riddara’s globalization strategy with the Thai market becoming the first overseas market to operate independently. Geely sees Thailand as a key market for the expansion of the Riddara brand and the sales of electric pickup trucks.

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The Thai subsidiary will independently operate the Riddara brand and use Thailand as a springboard to create a right-hand drive market across the ASEAN and Pacific regions. With pickup sales accounting for more than 40% of the automobile market in Thailand, far exceeding SUV’s and sedans, Geely sees Thailand as a key market for the Riddara brand.

Sales of EVs in Thailand are increasing rapidly and reached a total of 68,000 in 2023 which was a year-on-year increase of 405%. In 2022 electric vehicles only made up about 1% of Thailand’s automobile market whereas last year it reached 8.6%. Current expectations predict the sales volume of EVs in Thailand will be 85,000 to 100,000 this year, which equates to a market share of 10 to 12%.

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In China, the Riddara brand has a market share of 60% for new energy vehicle pickup trucks. The brand has been active in extending the application scenarios for such pickup trucks into areas such as campers, fishing vehicles, and drone platforms. Riddara is hoping to have a similar first-mover effect in the Thai market and believes with its high degree of intelligence and multi-platform technology that it is highly compatible with the local market demands of Thailand while bringing new outdoor experiences.

Thai reception to the Riddara RD6 coming to Thailand.

Phumtham Wechayachai, Deputy Prime Minister and Minister of Commerce, on March 27 welcomed a Geely Riddara delegation led by CEO Ling Shiquan. He said that Geely is very welcome to invest in Thailand’s new energy vehicle industry and that the Riddara pickup truck will be an important engine to drive the upstream and downstream industries of automobiles and enhance the technical capabilities of the pickup industry thereby driving Thailand’s economic development.

Riddara delegation meet with Thailand’s Deputy Prime Minister Phumtham Wechayachai (center) earlier this year

Last week we reported that Riddara would be participating in the forty-first Thailand International Automobile Expo in November. Currently, the only model of the brand is the RD6 pickup truck which is available in both 2WD (Scion) and 4WD (Horizon) versions. It uses the Multiplex Attached Platform (MAP) which is derived from Geely’s Sustainable Experience Architecture (SEA) which is used by cars in the Zeekr, Smart and Lotus ranges. Unlike electrified pickup truck competitors such as the BYD Shark and the JAC T9 the RD6 does not use the traditional body-on-frame type truck construction and instead uses a monocoque construction.

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Based on the Riddara website in English only showing the 2WD version, we expect that this will be the launch version in Thailand. Battery capacities available in China are 63, 73 and 86 kWh (see specs). For the 2WD Version it uses a 200 kW electric motor on the rear axle and 4WD versions add an additional 115 kW motor to the front axle. Ranges vary between 415 and 560 km depending on configuration. The 4WD version has the ability to perform tank turns.

Towing capacity for the Horizon (4WD) is 3,000 kg and the payload is 865 kg. With the dual motor setup acceleration is a brisk 4.5 seconds. Wading depth is 815 mm and the no-load climbing degree can reach 95%, and the full-load climbing degree can reach 65%. A super external discharge function on the Horizon version can provide maximum power of 21 kW which allows the pickup to operate as a far more effective work tool providing on site electrical power.

Geely’s Riddara RD6 measures in at 5260, 1900, and 1865 mm (l/w/h) and the wheelbase is 3120 mm. For the pickup bed the size is 1525, 1450, and 540 mm.

Geely has obvious plans to extend the reach of the Riddara brand throughout Southeast Asia. The Australian market must also be on the horizon especially given that that sales in Thailand will require a right-hand drive version. Our readers tell us that the RD6 has also been announced for Brazil Chile and Uruguay. The Riddara press release goes further and claims an entry into nearly 20 countries spanning Southeast Asia, the Middle East, Latin America, and other regions.

Sources: Riddara, Autohome,

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