Geely Riddara Bets on Thai EV Shift with Local RD6 Electric Pickup Assembly
Geely Riddara Thailand, a subsidiary of China's Zhejiang Geely Holding Group, is forging ahead with plans to establish local assembly for its battery-electric RD6 pickup truck. The move signals a strategic push to deepen its roots in Thailand's automotive market, which is undergoing a gradual but significant transition towards electric vehicles.
The decision comes against a complex backdrop for Thailand's pickup segment, traditionally a cornerstone of the country's auto industry. In recent years, the market has contracted sharply. Analysts point to a combination of high household debt, tightened bank lending, and economic pressures on small businesses—key pickup buyers—as primary factors behind the slump.
Since its late-2024 launch in Thailand, the RD6 has been imported from Geely's production base in Zibo, Shandong Province. The company reported 670 deliveries in 2025. Local assembly is viewed as a critical next step to improve cost competitiveness, shorten supply chains, and tailor products more closely to regional demands.
"Thailand remains a pivotal market for pickups, despite current headwinds," said Cao Feng, General Manager of Geely Riddara, in a recent briefing. "Our long-term confidence lies in electrification. Battery-powered pickups offer superior energy efficiency and lower operating costs, which will resonate as the market recovers and EV infrastructure expands."
Beyond the domestic market, Geely Riddara's vision extends across Southeast Asia. The planned Thai assembly plant is poised to serve as a regional hub, supplying the RD6 to neighboring ASEAN markets. The company has already initiated sales in Myanmar, Laos, and the Philippines, and is evaluating market entry strategies for Malaysia.
The push into local EV production aligns with broader Thai government incentives designed to position the country as a regional EV manufacturing center. Geely's investment could intensify competition in a segment where Japanese brands have long dominated.
Industry Voices: Perspectives on the Move
David Chen, Bangkok-based Automotive Analyst: "This is a calculated, long-term play. Geely isn't just chasing current sales volumes; it's securing a manufacturing base ahead of the anticipated EV tipping point in the commercial and lifestyle vehicle sectors. Their success hinges on pricing and building trust in a new powertrain for a rugged vehicle segment."
Siriporn Vongkhamchanh, Small Business Owner, Chiang Mai: "As someone who relies on a pickup for my farm and deliveries, the lower running costs of an electric model are very appealing. But the upfront price and questions about battery durability under heavy loads and in rural areas are my biggest concerns. If Geely can address those, they'll have my attention."
Mark Jensen, Industry Commentator: "Another Chinese automaker trying to buy its way into a saturated market with government-subsidized products. Thai consumers are savvy and loyal. Geely is underestimating the deep-seated reputation for reliability that Japanese trucks have earned over decades. This feels more like a geopolitical footprint than a sound business investment."
Anongnart "Nart" Srisuk, EV Policy Researcher: "Geely's commitment is a vote of confidence in Thailand's EV policy framework. Local assembly will create jobs, transfer technology, and ultimately provide consumers with more choice. It's a necessary step to accelerate the ecosystem's development beyond just passenger cars."