Geely is considering setting up an EV factory in Thailand through its local arm, Geely Riddara.
ELECTRIC PICK-UPS
Geely Riddara Thailand was the only brand offering electric pick-ups in Thailand until competitors recently entered the market. Not only are competitors appearing in the electric pick-up segment, competition in the electric vehicle (EV) market continues to intensify in Southeast Asia. Despite this, the manufacturer aims to take advantage of Thailand’s growing EV market.
General manager Cao Feng stated that although pick-up truck sales have recently decreased, Thailand’s strong pick-up truck segment creates a prime opportunity for battery-powered pick-ups.
“This country is an opportunity market for the pickup segment,” he said. “Even though sales have slowed, in the long term we are confident that electric pickups will continue to grow because they save more energy compared with those running on fossil fuels.”
Originating from China, Thailand is Geely Riddara’s first overseas market and its first foray into the Southeast Asian region. The company plans to make the country its hub for the entire region while simultaneously beginning marketing in Myanmar, Laos, and the Philippines, and exploring opportunities in Malaysia.
GEELY RIDDARA THAILAND
Geely Riddara Thailand recorded sales of around 1,000 units in 2025. For 2026, the company plans to triple sales, with an initial target of 3,00 units and an ultimate target of 5,000 units.
To achieve this, its line-up will incorporate single-cab pick-ups for fleet buyers as well as private customers.
The latest model launched in Thailand is the Riddara RD6, with prices starting at THB 899,000 ($40,500 AUD). The two-wheel drive model can wade through water up to 500mm, while the four-while drive model can wade up to 815mm. While the 2WD variant can tow up to 500kg, the 4WD model has increased towing capacity of up to 3,000 kg. Aside from water-wading the vehicle also offers mud, snow, and cross-country drive modes with a cargo bed capacity of 1,200 litres.
Currently, the Riddara brand is focused on establishing itself in the Thai market by growing its network of retail and service centres. The brand currently has 12 showrooms and service centres in Thailand and plans to increase this to 38 in 2026.
Geely Riddara Thailand marketing director Qian Gen stated that Geely is building momentum, with global sales of 4.1 million vehicles in 2025. With a 26 per cent sales boost year-on-year, Geely has strengthened its position among the world’s leading automotive manufacturers.
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