AutoBeta(AutoBeta.net)07/13 Report--

On July 12, Geely officially launched its new high-end new energy pickup brand RADAR, and announced its Chinese name "Radar car". At the same time, the first pickup model, named RD6, made its debut and was delivered at the end of the year.

Radar car's first model will be a pure electric pickup, with a double-row five-seat design, the overall style is more like an urban SUV, can not see the rough taste of the traditional pickup truck. Specifically, the front of the car uses a fully closed grille, the headlights are connected with the middle grid, the center is composed of several three-dimensional irregular squares, and the decorative design on both sides of the front of the new car is exaggerated, making the new car more athletic. In addition, the RADAR is marked with the letter LOGO and placed on the front hood.

In the rear part, the new car is equipped with a through taillight design, the interior of the taillight uses the structure of the meter flag, the license plate is placed under the taillight, and there is an English sign of Geely at the bottom. As can be seen from the detail diagram, the size of the car is considerable, and it is equipped with a hydraulic rod, and the interior is still sprayed with scratch-proof material, and there are several 10A and 16A power interfaces on the right, which is convenient for users to connect and charge outdoors.

In addition, the interior and power of the new car are not known, and the specific configuration needs to be further disclosed by officials, but what is certain is that the car is a pick-up truck based on a pure electric platform, and considering the use and size of the vehicle, the battery capacity of the car is not expected to be too small, and it should be able to provide ideal pure electric battery performance, which indicates that the target users are not people using tool vehicles. Instead, it aims at the white-collar workers in the city to meet the increasingly popular demand for outdoor travel.

Geely, as the leader of China's independent brands, has made many attempts in the pickup market. In 2014, Geely Commercial vehicle Group was established, including heavy trucks, light trucks, small and micro cards, LCV, passenger cars and other products, including long-distance cars, Ouling cars, Hummer technology three major brands, of which long-distance cars launched a load-bearing pickup called remote FX in November 2020, priced at 119900 yuan and 129900 yuan respectively. From the outside, the remote FX is not a pickup truck in the traditional sense, but a product based on the same platform of Boyue, or even a pickup commercial vehicle directly transformed by Boyue, so this car is called "Sibuxiang" and quickly fades out of the market, while Geely pickup has failed to enter the public view.

In November 2021, Geely Commercial vehicle Group spun off its pickup business and planned to transform it into a high-end, electric brand, targeting the new power brand Rivian in the United States. In April 2022, Geely Holdings registered a new brand "RADAR" and became a sub-brand controlled by Geely, dedicated to building high-end new energy pickups.

Under the strong advocacy of the State Council, all parts of the country have set off an upsurge of lifting the ban on pickups, and the pickup market has ushered in a brand-new opportunity for development. In the pickup market, the State Council has twice proposed "implementing fine management of pickup vehicles entering the city and studying further relaxing restrictions on the entry of pick-up trucks" to clarify the general direction of lifting the ban on pick-up trucks, and urge relevant departments and local governments to ensure that various measures are implemented in a timely manner. Up to now, a number of provinces and cities in China have issued notices to lift the ban on pickups, which can be said to be unprecedented in terms of policy. On June 20, the Chongqing Public Security Bureau held a press conference, and the Municipal Public Security Bureau formally issued and implemented the "10 measures to promote smooth logistics and transportation of automobile consumption", including relaxing the traffic restrictions on pick-up trucks and new energy trucks.

Li Shaohua said that the frequency of new pickup products and the speed of product upgrading are close to those of passenger cars, and the lifting of the ban on pickups can not only expand the scale of the pickup market and increase the number of urban use scenarios, but also help the new energy of pickups. The international pickup market is marching into new energy, and domestic mainstream pickup companies have also launched new energy pickup products, making sufficient preparations for the new energy of pickups. "at present, industry survivors and new entrants are laying out one after another. after the lifting of the ban on pickups, a number of passenger cars and commercial vehicle companies have 'crossed the border' to join the pickup market, and the pickup industry has become a blue ocean market with high expectations."

Xie Guoping, deputy director of the Ministry of Informatization and Industrial Development of the National Information Center, believes that the penetration rate of China's pickups in 2019 is only 1.8%, far lower than the global average of 6.9%. Compared with the world's major pickup consumer countries, market demand still has potential to be tapped. Ideally, the potential demand for pickups in China is expected to be close to 3 million by 2030.

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