Author | Dao Ba
For three years, due to the pandemic, people have had to put aside distant areas and rediscover the benefits of exploring their nearby surroundings and neighborhood relationships. They also discovered the beauty of their cities’ suburbs.
Now, with changes in pandemic policies, and more openness towards travelling, people can go to farther-away places. However, they will not forget the discoveries and explorations they made in their local areas.
Throughout the past three years, people have grown to believe in the certainties of an uncertain world: the pursuit of exercise and a healthier lifestyle, the desire for genuine human interaction, and the embrace of freedom and spirituality. People also want to connect more with nature.
In 2022, the world is undergoing rapid changes, with clean energy and automation deeply impacting humanity. Across the entire automotive industry, people are imagining and brainstorming more about the future of cars.
On November 9, the first pure electric pickup truck from the Li Auto-owned Radar Automotive, the RD6, was officially launched, with a price ranging from 1.788 to 2.688 million yuan.
The Radar PR Team stated during an interview with Automotive Watch that their new energy vehicle aims to break through traditional limitations, seize first movers advantage in the market, seize new opportunities in the era, create a new category of outdoor travel, and create new social values.
The Pickup Truck is More Than Just a Pickup Truck
When people used to think of pickup trucks, their thoughts would mainly be of it being a work truck or a cargo truck. However, nowadays, when people think of pickups, they associate them with a healthy and happy lifestyle.
The RD6 from Radar Automotive gained significant attention due to its repositioning of the pickup truck, by emphasizing its versatility and passenger capacity. By emphasizing the pickup truck’s multi-use attributes, people will discover more possibilities.
The CEO of Radar New Energy Automotive, Ling Shiquan, stated: “Pickup trucks are multi-functional and useful for outdoor scenarios. Currently, the majority of the market’s pickup trucks are mainly single functional, so we aim to make them multi-functional for different scenarios. It is a platform concept, instead of just single functional attributes.”# 2022, Camping and Pickup Trucks
In 2022, camping has become the most out-of-the-box social activity and lifestyle, and it has won infinite glory for a while. On some social platforms, people drive their pickup trucks to the outskirts, with the back of the truck filled with camping equipment, including tents, chairs, cookware, kettles, tea sets, kerosene lamps, and coffee pots. Taking advantage of the moonlight, the pickup truck drives out of the city and heads towards the wilderness covered by the night. For the first time, humans who have been living in the city are facing the cool air blowing from the valley, looking for a camping site where they can sleep peacefully.
There are also people who drive their pickup trucks for fishing. On platforms such as Bilibili and Little Red Book, some social media influencers update their fishing videos and pictures. Where there is fishing, there is a pickup truck. Fishing is wild, and so is the pickup truck. The combination of the two is a double wildness. People like to keep this kind of wild thinking in their bodies and like a pickup truck full of wildness as their companion.
Compared with SUV and other vehicle categories, pickup trucks have the advantage of storage and loading. In pure electric pickup trucks, this advantage is further amplified. The Radar RD6 has a hidden front compartment with a capacity of 70L, where small items can be stored, and its rear compartment volume exceeds 1200L, capable of going on a one-way road trip.
If living space is a person’s first space and workspace is a person’s second space, then being on the road is a person’s third space.
Thanks to the development of new energy and intelligent technology, pickup trucks will no longer be just a means of transportation, but more like a “container” that carries a period of time, a “time capsule” on the move, enclosing the people in the car and their life experiences.
Radar RD6, Make Life Unlimited
As the first native pure electric pickup truck, the powerful outdoor new three-electricity is the core of RD6’s strength, with three major characteristics: strong electric energy, super-fast replenishment, and electric safety.
The Radar RD6 pure electric pickup truck is like a giant power bank, not only charging mobile phones but also equipped with a multi-function power socket in the tailgate area for self-driving travel, outdoor camping, and other needs. It includes four triple sockets, two double sockets, and two 12V 120W power sources. Therefore, even in remote mountainous areas, people can still have various freedoms in the “electrified era” and support the reproduction and crossing of various travel scenes.“`
One can bring the LD6 radar to the riverbank and hold an outdoor concert there. With its maximum 6kW discharge capacity, people can dance to music played by powerful speakers while enjoying the riverside. One can also drive the LD6 radar to the campsite, inviting people around to join an outdoor movie…
An LD6 radar can transform into a “mobile coffee shop”, a cinema, a bar, a creative market, a barbecue party site, a wild fishing platform, and any other ideas as long as one’s imagination is big enough. As a result, LD6 radar can find a way to meet one’s needs and create an exciting life without power outages.
Moreover, the LD6 radar has six discharge modes: stationary discharge, mobile discharge, lock discharge, 220V/10A household electrical appliance interface, 220V/16A industrial electrical interface, 12V weak electrical interface, which can easily solve outdoor power supply problems. Of course, RD6 also pioneered the double protection strategy, that is, vehicle power protection plus rear box overcurrent, overheat, and leakage protection, so one does not have to worry about overload issues.
With the development of the times, cars will play an increasingly important role in people’s lives and become the carrier of multi-task and multi-scene needs. This is why more and more users choose the “family universal car” pickup truck model to meet diversified life needs.
With the update and iteration of intelligent technology, RD6 radar is expected to become a growing mobile and changeable space, providing more dimensions, stereoscopic and immersive ultimate user experience for more pickup enthusiasts.
At that time, the LD6 radar will not only be a simple means of transportation but also bring more possibilities of pickup to everyone’s lives and make their lives more colorful and vivid. As a result, everyone, because of the brand charisma of radar cars, will come together to form a long and spiritual bond.
“`## Electric Pickup Truck: New Blue Ocean of Pickup Market
Below is the transcript of an exclusive interview:
The Automobile Observer: Why did RADACut, a company that focuses on new energy vehicles, launch the pure electric pickup truck RD6 in China in November this year despite the fact that pure electric pickup trucks have such a low sales volume in China? And what is the feedback from the market?
RADACut: Looking at the global automobile industry, new energy and intelligence have become a consensus. The imagination space for the future is unlimited. At the same time, the social environment has undergone major changes. On the one hand, new consumer forces have emerged, and users pay more attention to their quality of life, pursuit of self-worth, and recognition of low-carbon and environmental protection concepts. On the other hand, anti-urbanization has emerged, and outdoor travel and outdoor economy have become a new trend. More and more people are leaving the city and embracing nature. New cognition, new people, and new lifestyles are profoundly changing the pattern and appearance of the automobile industry. A new era that combines new energy, intelligence, and diverse outdoor needs has been formed. What RADACut wants to do is to break through the traditional limits, seize the market opportunities, grasp the new opportunities of the times, open up new tracks, create new product categories for outdoor travel, and create new value for society.
Driven by favorable policies and diverse user needs, nearly 70% of first-tier/new first-tier cities in China have lifted the restriction on pickup trucks, and other provinces and cities have actively responded to the lifting policy. The scale of China’s pickup market has ushered in explosive growth. From 2015 to 2021, the domestic pickup market has grown by 1.69 times. As a new blue ocean in the pickup truck market, electric pickups have enormous development potential, and we are very optimistic about the future of the new energy pickup truck market.
Since the official release of RD6, RADACut’s new energy vehicle has been exploring and has achieved phased results. We have carried out regional test drive linkage throughout the country, and under the difficult external environment, we completed the delivery of the first batch of new vehicles to users in the first month of listing. We believe that with more and more users’ deep experience and excellent product quality, we are confident about the future market of this product.
The Automobile Observer: What are the biggest advantages and disadvantages of RADACut RD6? And in which aspects has RADACut invested the most in developing the pure electric pickup truck? Why?Radar: The biggest advantage is due to the strong support of Geely Group. We have achieved platformization in three areas: powertrain, mechanical parts, and intelligent cockpit. Based on the existing platform of the group, we have developed a platform that meets the diverse outdoor usage needs. This is our first-mover advantage and technological leadership advantage. Secondly, as the first pure electric pickup platform in China, M.A.P. is based on a pure electric architecture to create extreme pure electric performance, coupled with highly secure battery and innovative integration of electric ecological concepts, to create a new outdoor three-electric system. As the first pure electric pickup truck, the RD6’s powerful outdoor three-electric is its core strength, featuring strong energy storage, ultra-fast charging, and battery safety. With a maximum battery capacity of 100 kWh, the RD6 can achieve a range of up to 632 km under CLTC working conditions, which is comparable to mainstream medium-to-high-end pure electric SUVs. The new generation of high-performance permanent magnet synchronous motors have an efficiency of up to 97.1%. With energy consumption as low as 16.9 kWh/100 km, they further enhance range. Most importantly, the RD6 has an external power output of up to 6 kW, supporting 220V/10A household appliance interface, 220V/16A high-power usage, 12V low-voltage interface, as well as multiple discharge modes such as driving discharge, static discharge, and lock discharge.
As a brand new new energy brand, the brand and product awareness of Radar New Energy Vehicles is still in its early stages, but with the gradual launch of national regional test drives, through differentiated product positioning, business models and branded operations, more and more users will be quickly inspired and fond of the outdoor lifestyle. This will expand the diversity of outdoor life experiences.
The biggest investment in R&D is still in powertrain, connected vehicle technology, and intelligent technology. The most important thing is battery safety, which is the core lifeline of electric vehicles. The RD6 battery pack applies non-thermal propagation non-fire technology, with six safety measures of IP68 protection, multiple layers of insulation, obstacle-free heat dissipation, and other features. After undergoing multiple professional tests and extreme challenges, it fully safeguards travel safety.
Car Review: In the cognition of some consumers, electric vehicles are relatively “delicate”. The battery pack is afraid of impact and water, and the chassis is also prone to scratching. Pickup trucks often appear on unpaved roads and extreme weather conditions. Can the RD6 pure electric pickup truck from Radar effectively avoid such situations?
Radar: Completely avoidable. Firstly, as the first native pure electric pickup platform in China, the M.A.P relies on high quality R&D resources from the Geely Group, and took three years to build with a strong validation mileage of over one million kilometers. In addition, M.A.P adopts the Geely Group’s mature core technologies in non-thermal propagation, anti-isolation, anti-overflow, anti-theft, cooling, and interruption, ensuring its super safety of battery, and preventing dangerous occurrences such as over-current, overload, or leakage. Moreover, the M.A.P platform is equipped with the industry-leading cloud-based electric management system, which can monitor the battery health status 7×24 hours. Our battery pack has undergone all-round tests, such as vibration table test, immersion test, needle puncture test, drop test, overcharge/discharge and heat diffusion tests, exceeding the national standard by 122%, to ensure the durability and safety of the battery pack.
Auto Observer: Can you describe the characteristics of the crowd that buys the Radar pure electric pickup? In recent years, camping, which has become popular on all social apps, as well as climbing, fishing, and off-road running, which were originally considered niche, are becoming more and more popular. Are all of the people associated with mountains and wilds in Radar’s potential growth points of the pure electric pickup market?
Radar: The main target audience of the Radar pure electric pickup are refined camping enthusiasts, outdoor sports lovers, fishing enthusiasts, mobile commerce (mobile coffee/ trunk market), internet celebrities’ live streaming or filming, urban commerce, agriculture, forestry, animal husbandry and fishery, and outdoor operation industries. In addition to meeting daily travel needs, sticking to complex terrains and loading a large number of outdoor equipment during self-driving tours has become a new standard for these users’ vehicle purchases.
Moreover, in recent years, the outdoor activities that have become popular on all social apps are also a potential growth point for the Radar pure electric pickup market. In fact, there are no niche markets, only brands that do not know how to operate in them. Even in a niche market, it is possible to achieve a viral effect by doing it to the extreme.
Auto Observer: But some people who test drove the Radar pure electric pickup thought that RD6 is more suitable for driving in the city. Is this true? Some people also think that the design of this car is too plain. What do you think?
Radar: Radar RD6 breaks through the limitations of traditional pickup cargo transportation. As a new species that takes into account outdoor production and economics, the RD6 focuses more on the driving experience of users. The driving experience and interior space of the RD6 are comparable to that of pure electric high-end SUVs. The head and legroom of the front and rear seats are ample. Moreover, the RD6 has a three-gear adjustable steering feel, a four-way adjustable steering column, and a 6.1-meter minimum turning radius. At the same time, it is equipped with a rare 540-degree chassis perspective for pickups, with visible front and rear tyres, allowing the more than 5-meter RD6 to travel freely even on mountainous or wild roads. The Bosch iBooster electronic brake assist system has a full-load braking distance of 38 meters per 100 kilometers, which not only provides linear braking but also cooperates with the three-stage regenerative braking recycling system to make driving more qualitative.
In addition to the 1200L outdoor space, RD6 also has 70L luggage space and 48L valuable rear seat storage space. The comprehensive loading capacity brought by the three loading spaces is the first in the same level. When going outdoors, no matter how many equipments you bring, they can all be loaded in, and it can also be extended to camping, coffee, outdoor assistance, trailer towing and other series of modified cars to meet the personalized needs of more users.
Different from the general fuel pickup trucks, RD6 completely gets rid of the traditional pickup truck’s simple and rough style in the design. It adopts the aesthetic design concept of “Flowing Light and Motion” and has a whole vehicle shape of “Transcendental, Progressive, and Accessible”. The open overall front face and streamlined body are used in the exterior color scheme, which is mainly inspired by nature. In the design, practical functions and natural aesthetics are combined into one. The whole car design is carefully crafted by the British styling center and adopts a global design language philosophy that is more suitable for Chinese people’s aesthetics. The interior and exterior design fully reflects the refinement of Red Star Auto and meets the aesthetic needs of consumers in the new era as much as possible.
Car Advancement: Ling Shiquan, CEO of Red Star New Energy Vehicle, once said: “Pickup trucks are multifunctional and multi-scenario products in the outdoors. The functions of pickup trucks in the current market are relatively single. First, we must achieve multi-functionality and multi-scenario. This is a platform concept, not a single attribute.” Why did he say that?
Red Star: Pickup trucks are multifunctional and multi-scenario products in the outdoors. This is itself a platform concept, not a single attribute. From the perspective of the platform and product, there are two very core characteristics in improving the quality of outdoor life: energy and IoT. It is important to achieve intelligence on the basis of energy and to achieve linkage with other equipment terminals centered on the vehicle.
Red Star RD6 has done very well in these two aspects. Firstly, Red Star RD6 provides a 6kW ultra-large discharge power, unlike new energy SUVs which can only discharge electricity when stationary. Red Star RD6 can discharge electricity during driving and lock status, and it is very safe. Secondly, we will gradually carry out the IoT ecosystem outdoors. Now, we have already linked some outdoor end equipment such as drones to the product. These two points are important features for us.
When we go outdoors, we need some additional functions, such as carrying capacity and space diversity. RD6 has a maximum carrying capacity of 450KG, which can fully meet the needs of relocation. When you are outdoors, you must have entertainment equipment and valuable items, as well as clothes and luggage. The RD6 is designed with three spaces, clothes can be placed in the 70 liter front trunk, and valuable items can be stored in the hidden space behind the rear seat. In addition, the RD6 can balance carrying capacity and comfort, it drives as comfortable as an SUV, but has the extra-large space that SUVs lack. This makes the attributes of RD6 no longer single.
Automotive Vision: What is the bottleneck for China to develop pure electric pickup trucks, and how to break through it?
Radar: For a long time, road restrictions in urban areas have been one of the factors restricting the development of the pickup truck market. However, the pace of lifting the ban on pickup trucks has accelerated. As of mid-October, 286 out of 337 prefecture-level cities nationwide have lifted the ban on pickup trucks, accounting for 85.12% of prefecture-level cities. Some cities are reluctant to promote the lifting of the ban on pickup trucks, traffic congestion, environmental protection, or urban image being the main influencing factors.
In addition, China’s pickup truck culture and market cultivation still need some time. With the improvement of infrastructure, the breakthrough of technology Level, and the penetration of new energy pickup truck culture, the acceptance rate of new energy by pickup truck users will inevitably become higher and higher.
Automotive Vision: In recent years, the overseas market for pickup trucks has developed rapidly. What is the planning layout of Radar in the overseas market? What are the differences between the demand of the overseas market and the domestic market for Radar pickup trucks?
Radar: When we were building the M.A.P platform, we have constructed a global market. But we will not enter the global market at the beginning. We will inspect the maturity, service system, and environment of the global market. Radar New Energy will prioritize the ASEAN, Europe, and the Middle East markets, and will soon lay out overseas. I think everyone will see our actions overseas next year.
Automotive Vision: Compared with the United States, China’s development of pure electric pickups is slow. How do you view this phenomenon? Some people believe that the current scale of the entire Chinese pickup truck market is not large. If the pickup truck market can reach a million-level scale, companies may be more willing to try R&D on pickup trucks. How do you balance these two aspects at Radar?### Radar:
Speaking of the pickup culture which includes the pickup penetration rate, the United States is the highest market worldwide with a penetration rate of 16.7% in the passenger car sector. The pickup culture is extremely mature. From the perspective of new energy and intelligence, China’s passenger cars have already taken the lead in new energy and intelligent fields globally, which will stimulate the vitality of China’s pickup culture and consumption. The pickup industry is currently experiencing nationwide deregulation, providing a better development space for pickups. This industry needs more people to participate in order to develop faster. For the domestic pickup market, Radar RD6 can become a leader and pioneer in this new field, providing users with better diversified outdoor travel experience. However, relying solely on Radar is not enough, we need to work together with partners and ecological partners to jointly promote the transformation of the pickup market towards passenger cars, electrification and high-end.
Auto View:
In recent years, there have been increasing calls within the automotive industry for the “lifting of the ban” on pickups. Does this mean that the spring of pure electric pickup trucks is coming?
Radar:
Policy loosening has accelerated the pace of lifting the ban on pickups, releasing market capacity. The lifting of bans on pickups is being continuously implemented throughout the country, and differential management measures for new energy trucks have been introduced, which will undoubtedly stimulate the growth of demand for passenger car and high-end pickups. The new energy field has transformed from policy-driven to market-driven, and electric pickup trucks are the new blue ocean. Data analysis shows that the scale of China’s pickup market is expected to reach over 3 million vehicles (including exports) by 2030. This goal may be far away but it undoubtedly proves the huge market potential of the pickup market. With the support of new energy, intelligence and other technologies, the future of the Chinese pickup market is bound to be pure electric pickups.
Auto View:
In the future, what plans does Radar have for new energy pickups? What is your view on the development trend of new energy pickups, and what are the prospects for its future development, especially for pure electric pickups?
Radar:
Radar Automotive focuses on the new energy sub-market, fully devoted to building new energy products, relying on strong product R&D capabilities, and based on the new energy market. We cover products such as medium-sized pure electric pickups, medium-large new energy pickups, full-size pure electric pickups, full-size new energy off-road vehicles, and pure electric all-terrain vehicles (ATVs), creating a full range of outdoor travel ecologies. After the launch of the RD6, a brand new product with unique personality is already on the way.## Translation
The rising awareness of consumers’ green and environmental protection “protagonist” has further strengthened the consumption identification of new energy vehicles. The relaxing of pickup truck policies, the trend of passenger car-oriented and new energy-oriented development, and other factors have contributed to more and more users choosing “family versatile vehicles” pickup truck models to meet their diversified life needs. In the future, China will usher in a new wave of electric pickup trucks.
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.