Riddara Automobile (Thailand), a subsidiary of Chinese automaker Geely, launched its first electric pickup truck in Thailand on Tuesday, in a bid to expand its presence in the Southeast Asian country.

With four variants to be offered, Riddara RD6 features a combination of the capabilities to adapt to diverse road conditions of a pickup and the smooth driving experience of an SUV. It also takes lower maintenance and energy costs compared to traditional combustion engine pickup trucks, which makes it a strong contender in the pickup truck segment.

Ling Shiquan, CEO of Riddara, said that the move came after Riddara's success in becoming number one electric pickup brand in China with a market share of 60 percent in 2023, aiming to transform perceptions of pickup trucks in Thailand, where the segment remains crucial and faces diverse demands.

According to the Federation of Thai Industries, the Southeast Asian country's pickup truck sales stood at 126,560 units in the first nine months of 2024, accounting for nearly one third of the country's domestic auto sales which totaled 438,659 units.

Addressing the event, Thai Deputy Prime Minister and Minister of Digital Economy and Society Prasert Jantararuangtong emphasized the significance of introducing the first electric pickup truck in Thailand, which marked another important step for the Thai auto industry to enter a new era and strengthen its position as a leading country ready to support environmentally friendly new energy vehicles.

Thailand has long been a regional auto manufacturing and export hub. With the government's investment promotion efforts, the nation aims to convert 30 percent of its annual auto production into electric vehicles by 2030.