What Riddara does

Riddara is an electric pickup truck brand operating under Geely Holding Group, headquartered in Hangzhou, China, with its legal entity registered as Radar New Energy Automobile (Zhejiang) Co., Ltd. The company designs, manufactures, and sells new energy pickup trucks built on the proprietary M.A.P (Multiplex Attached Platform), described as China's first NEV pickup-exclusive platform, compatible with BEV, PHEV, and REEV powertrains. The product portfolio comprises three core vehicles: the RD6 (flagship 100% electric pickup with SUV-level comfort, 0-100 km/h in 4.5 seconds, 815mm wading depth), the RD6 PHEV (plug-in hybrid leveraging the Geely EM-P Super Hybrid System with 3DHT architecture, 44.26% thermal efficiency, and over 1,000 km combined range), and the RD6 Econ (commercial-focused BEV priced at 739,000 THB for cost-sensitive buyers). Supporting technology includes 14 ADAS features, a 540-degree camera system, the OmniPower Stack for V2L/V2G/V2V/V2H power interfaces, and an AI-powered energy management system that delivers 21% fuel consumption reduction versus ICE equivalents.

Riddara generates revenue through one-time vehicle sales (primary stream), after-sales service and parts via the RIDDARA CARE network, and accessory sales. Pricing is transactional unit pricing with variants spanning 739,000 THB to 1,335,000 THB in Thailand (~$20K-$38K USD), supplemented by special financing at 0.59%-1.99% and operating costs of 0.8 THB/km versus 2-4 THB/km for diesel pickups. Distribution combines owned showrooms, dealer networks (three Thai dealers won 2025 global conference awards), and online test drive booking; the Thailand subsidiary (RIDDARA AUTOMOBILE (THAILAND) COMPANY LIMITED, established March 2024) anchors a 60+ country international footprint across Asia-Pacific, Middle East, Africa, Latin America, and Europe. The brand has held No.1 position in China's NEV pickup segment for three consecutive years with 60%+ market share.

Riddara serves multiple customer segments including commercial fleets and SMEs (logistics, delivery), agricultural operators, modern families seeking SUV-comfort pickups, industrial and mining buyers, and government entities. Notable endorsements include Thailand's "BEST PICKUP EV" award at CAR OF THE YEAR 2025 and a 2025 global sales target of 30,000 units (10,000 from Thailand alone). The company benefits from Geely Holding Group's parent infrastructure while operating as a distinct brand under the group's portfolio that also includes Geely Auto, ZEEKR, LYNK&CO, Volvo, Polestar, Lotus, and Smart.

Name

Riddara

Legal name

Radar New Energy Automobile (Zhejiang) Co, Ltd.

Website

https://riddara.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Riddara is a Geely Holding Group electric pickup truck brand that designs, manufactures, and sells BEV and PHEV pickups on China's first NEV-exclusive platform, serving commercial fleets, agricultural operators, families, and industrial buyers across 60+ countries with No.1 China market share.

Ownership category

akta.pro rank

Product category

Electric Pickup Trucks

NAICS

Motor Vehicle Manufacturing (3361)

akta.pro primary industry

Pickup Truck Manufacturing (Commercial/Work Configurations) (IMACABAD)

akta.pro secondary industry

Hybrid Powertrain Integration Manufacturing (ICE-HEV/PHEV modules) (IMACAHAJ)

Keywords

• Electric pickup trucks
• Plug-in hybrid vehicles
• New energy vehicles
• NEV pickup platform
• Commercial electric vehicles

Headquarters

HQ city

Hangzhou

HQ country

China

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D

Revenue model

1. Vehicle Sales: Primary revenue from direct sales of electric and plug-in hybrid pickup trucks (RD6, RD6 PHEV, RD6 Econ models) through owned showrooms and dealer networks globally.
2. After-sales Service & Parts: Revenue from maintenance services, spare parts, and extended warranties through RIDDARA CARE service network.
3. Accessories: Sales of accessories including roll cages, fenders, wireless phone holders, and other add-on items through showrooms.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Riddara manufactures and sells electric and plug-in hybrid pickup trucks under the RD6 product line, including the RD6 (flagship 100% electric pickup), RD6 PHEV (plug-in hybrid with EM-P Super Hybrid System), and RD6 Econ (commercial-focused electric pickup). All vehicles are built on the proprietary M.A.P platform and sold through direct showrooms, dealer networks, and online channels across 60+ countries, targeting individual consumers, commercial fleets, and government entities.

Product overview

RIDDARA is a premium intelligent NEV (New Energy Vehicle) pickup brand under Geely Holding Group, offering a portfolio of electric and plug-in hybrid pickup trucks. The product lineup includes the RD6 (flagship 100% electric pickup with SUV-level comfort), RD6 PHEV (plug-in hybrid with EM-P Super Hybrid System), and RD6 ECON (economy-focused commercial pickup). All vehicles are built on the proprietary M.A.P (Multiplex Attached Platform), China's first NEV pickup-exclusive platform supporting BEV, PHEV, and REEV powertrains. The brand complements its vehicles with the RIDDARA Auto App for connected services and accessory products like the OmniPower Stack mobile power station and PSP380 portable power station.

Differentiator

Problem solved

Functional benefit

Products and services

• RIDDARA RD6 100% electric pickup truck positioned as 'The First EV Pickup in Thailand.' Features M.A.P platform technology combining pickup capabilities with electric vehicle performance. Offers SUV-level comfort, 0-100 km/h acceleration in 4.5 seconds, 7 driving modes, 815mm wading depth, up to 503km range, 14 ADAS features, and 540-degree camera system.
• RIDDARA ECON (RD6 Econ) Affordable 100% electric pickup designed for commercial users. Delivers efficient performance, eco-friendly technology, and long-term economical value. Three variants with battery options from 63 kWh to 73.9 kWh, targeting cost-conscious business owners with operating costs as low as 0.8 THB per kilometer versus 2-4 THB/km for diesel pickups.
• RD6 PHEV Plug-in hybrid electric pickup truck leveraging the Geely EM-P Hybrid System. Features 3DHT hybrid architecture with 1.5T engine achieving 44.26% thermal efficiency. Delivers 260 kW power, 914 N·m torque, over 1,000 km combined range, and 0-100 km/h in 6.3 seconds. Addresses range anxiety in markets with developing charging infrastructure.
• RIDDARA CARE After-sales service and parts network providing maintenance, spare parts, extended warranties, and special service packages for government and corporate fleets. Includes 6-year/150,000km vehicle warranty and 8-year/200,000km battery warranty coverage.

Quantifiable outcome

• 61.5%+ market share in China electric pickup segment
• +6 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability4 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered flagship, core, supporting and emerging.

• Geely Holding GroupflagshipStrategic or Co-development Partner · 1 January 2021Parent company providing technology, manufacturing, and quality control capabilities. Riddara operates independently while leveraging Geely's R&D, smart manufacturing, and quality management systems. Geely founded 1986, Fortune Global 500 for 12+ years, owns brands including Geely Auto, ZEEKR, LYNK&CO, Volvo, Polestar, Lotus, Smart.
• Lotus Tech Creative CentrecoreStrategic or Co-development PartnerDesign partnership for Riddara pickup exterior and interior styling. Lotus Tech creative team designed the strong NEV aesthetic with contemporary full-through lighting design.
• Viriyah InsurancesupportingOthersStrategic insurance partnership providing comprehensive car insurance options for Riddara Thailand customers.
• LMG InsurancesupportingOthersStrategic insurance partnership providing comprehensive car insurance options for Riddara Thailand customers.
• Thai Dealer NetworkcoreChannel Partner/ Reseller/ DistributorDealer partners including Tra Phiset (DBH Chachoengsao), Getop (Bangpu), and 555 Pro (Sukhapiban5). Three dealers received global conference awards in 2025. Network expanding to 50 locations.
• Drone Technology PartnersemergingTechnology or IntegrationPartnerships for specialized modules including surveillance drones, agricultural drones, industrial outdoor equipment, and emergency rescue missions integrated with OmniPower Stack system.
• Google LLCsupportingTechnology or IntegrationGoogle Maps integration in RIDDARA AUTO app for charging station locator and navigation services.

Scale indicators12 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Changan Automobile: Changan Hunter/Lantop pickup series is a Chinese competitor offering both ICE and NEV variants. Comparable as Chinese OEM with established pickup line now electrifying, targeting similar commercial fleet and emerging market segments.
• BYD: BYD is a major Chinese NEV manufacturer expanding into pickup trucks. Most direct Chinese competitor given overlapping BEV/PHEV technology, scale advantages, and global expansion ambitions targeting similar emerging markets.
• Tesla: Tesla's Cybertruck is the highest-profile direct competitor in the electric pickup truck segment. Both companies target the premium lifestyle/work electric pickup customer with comparable performance positioning and global brand ambitions.
• Great Wall Motor: Great Wall's Poer/Cannon pickup series is China's top-selling traditional pickup brand now electrifying. Direct competitor in Chinese NEV pickup market with established dealer network and similar Latin America/Southeast Asia export strategy.
• Rivian: Rivian R1T is a pure-play electric pickup truck maker targeting premium adventure/lifestyle buyers. Closely comparable to Riddara's RD6 in product positioning, technology focus, and premium electric pickup identity.
• JAC Motors: JAC T9 EV is another Chinese-made electric pickup competing directly in Thailand and emerging markets. Closely comparable product positioning at similar price points for commercial/lifestyle buyers.

Broad incumbents

• Ford: Ford F-150 Lightning is the incumbent electric pickup from the established pickup market leader. Comparable as a broad incumbent with overlapping BEV pickup capability but serving primarily North American markets with established dealer/service infrastructure.
• GMC/Chevrolet: GMC Hummer EV and Chevrolet Silverado EV are broad-incumbent electric pickups from GM. Comparable as established OEM with electric pickup offerings, though positioned at higher price points and focused on North American market.
• Toyota: Toyota Hilux is the global pickup volume leader and is electrifying its lineup. Broad incumbent comparable through overlapping commercial/lifestyle pickup positioning and global dealer reach, though Hilux EV faces delayed launch timelines.

Regional players

• Isuzu: Isuzu D-Max dominates the Thai and ASEAN traditional pickup market with planned D-Max BEV. Regional player with strong Thai dealer footprint where Riddara is aggressively expanding, making it the primary incumbent competitor in Riddara's beachhead market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@RiddaraThailand
• Facebookfacebook.com/GeelyRiddaraGlobal
• LinkedInlinkedin.com/company/geelyriddaraglobal
• Instagraminstagram.com/riddarathailand/profilecard/?igsh=NW5hZ2xpOWR3ZDY5

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Riddara