Geely said to launch high-end new energy pickup brand ‘RADAR’ this month

Shanghai (Gasgoo)-Chinese automaker Geely is about to launch a new sub-brand “RADAR” on June 17, which will be used to back its high-end new energy pickups, according to a local media outlet.

The yet-to-be-launched brand would compete with the U.S. EV startup Rivian, said the local report.

Photo credit: RADAR's WeChat account

The first information about Geely's new pickup brand can date back to November 2021, when it became known that the pickup business had been separated from Geely New Energy Commercial Vehicle Group (GCV) and was in the phase of incubation.

In early November 2021, Geely Pickup Truck Auto Parts (Shandong) Co., Ltd. an d Geely Pickup Truck Sales (Shandong) Co., Ltd. were incorporated as wholly-owned subsidiaries of Hangzhou Geely Automobile Research and Development Co., Ltd. According to the corporate data inquiry platform Tianyancha, their parent company is wholly-controlled by Zhejiang Geely Holding Group (“Geely Holding”). Their establishment indicates that Geely had prepared an independent line for high-end new energy pickups.

The trademark of RADAR is owned by Geely Holding, which filed applications on April 20, 2022 and December 22, 2021, according to the information from the Trademark Office of China National Intellectual Property Administration.

Besides, there is a rumor saying that the first model under the RADAR brand is expected to be released sometime in 2022.