Geely Riddara Thailand, the Thai subsidiary of Chinese automaker Zhejiang Geely Holding Group, has confirmed that it is proceeding with plans to assemble its battery-powered Riddara RD6 pickup truck locally, in response to demand for electric vehicles in the country.

The Thai pickup truck market has traditionally been a key segment of Thailand's automotive industry. However, demand has declined in recent years, as highly indebted consumers and small businesses have faced increasing difficulty in accessing vehicle financing after banks tightened lending criteria in response to rising non-performing loans.

Geely Riddara began sales of the RD6 in Thailand at the end of 2024. All units were imported from the parent company's manufacturing hub in Zibo, Shandong Province, China.

The company expects growth in Thailand's battery-powered pickup truck segment, despite the recent slowdown in overall pickup truck sales. It is also seeking to establish a regional production hub to supply the RD6 to neighbouring ASEAN markets.

Geely Riddara's General Manager, Cao Feng, recently told reporters: "This country is an opportunity market for the pickup segment. Even though sales have slowed, in the long term we are confident that sales of battery-powered pickups will continue to grow, as they are more energy-efficient compared with ICE-powered pickup trucks."

Geely Riddara stated that it has already begun marketing the RD6 in Myanmar, Laos and the Philippines, and is currently exploring opportunities in Malaysia.