Chinese carmaker Geely appears to be on an offensive in 2024. Geely recently published spectacular financials for the first half of 2024 with record-breaking figures in the International sales department. The Chinese carmaker aims to capitalise on those heightened international sales by announcing its intention to debut its Riddara pickup brand in the UAE later this year. Riddara, Geely’s 100% electric pickup brand, has officially completed high-temperature testing phase in the UAE recently.

For those unaware of Riddara, the all-electric pickup brand hosted its launch in China in 2022. Since then, it has reportedly become a leader in the electric pickup segment. In 2024, Riddara has already expanded its footing in Southeast Asia and Latin America with the brand’s global expansion plans pitting for a UAE launch soon. As a product, Riddara aims to offer “a new driving experience” to Middle Eastern consumers, “combining advanced electric technology with reliable performance.” William Peng, Marketing Senior Manager at Riddara Global, commented: “We are thrilled to bring Riddara to the UAE for testing in the extreme high-temperature environments. This is a pivotal moment for us in the Middle East market. By rigorously testing our vehicles in high- temperature conditions, we can ensure that Riddara delivers reliable and efficient performance to our customers, no matter the environment.”