The morning sun glints off a sleek, distinctly un-van-like vehicle as it glides silently through Sydney’s bustling CBD. With its smooth lines, panoramic glass roof, and distinctly premium presence, it draws double-takes from pedestrians – not the usual reaction to a commercial vehicle. This is my first glimpse of Geely’s Radar RD6 EV van during its evaluation testing phase in Australia, and it immediately strikes me as something fundamentally different from the utilitarian work vehicles that currently dominate our roads.
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“We’re not just bringing another electric van to market,” explains James Morrison, recently appointed head of Geely Commercial Australia, during an exclusive preview event in Melbourne. “We’re introducing a completely new category that blends premium passenger car comfort and technology with the practicality of a commercial vehicle. Think of it as business class for the trades and delivery sectors.”
After spending a day examining the vehicle and speaking with Geely representatives about their Australian market plans, it’s clear this Chinese automotive giant is making a calculated play to disrupt Australia’s commercial vehicle segment with a product that challenges conventional thinking about what a van should be, how it should perform, and who might want to drive one.
Beyond Utilitarian: Redefining the Commercial Vehicle
Australian businesses have traditionally approached commercial vehicles as purely functional tools – basic, often spartan workhorses designed for durability rather than comfort or technological sophistication. This mindset has resulted in a market dominated by diesel-powered vans with minimal creature comforts and dated technology packages.
Geely’s approach with its electric van line represents a fundamental rethinking of this paradigm. The vehicle I’m examining features genuine leather seating, a 14.6-inch central touchscreen that wouldn’t look out of place in a luxury SUV, a premium Yamaha sound system, and the kind of sophisticated driver assistance features typically reserved for high-end passenger cars.
“Our research indicates a significant gap in the Australian market,” notes Morrison. “Business owners and fleet managers are increasingly looking for vehicles that serve dual purposes – practical enough for work applications but refined enough to use for client meetings or family duties after hours. The boundary between work and personal vehicles is blurring.”
This observation aligns with broader trends in the Australian automotive market, where dual-cab utes have evolved from basic work vehicles to family-friendly lifestyle vehicles without sacrificing their utility. Geely appears to be applying this same thinking to the van segment, recognizing that many small business owners and sole traders effectively live in their vehicles during working hours.
Premium Features with Practical Purpose
What makes Geely’s approach interesting is how the premium features serve practical purposes beyond mere luxury. The expansive glass roof, for instance, floods the cargo area with natural light, making it easier to locate tools or packages without additional lighting. The high-resolution surround camera system aids in precise parking in tight urban delivery scenarios. The advanced climate control system maintains separate temperatures for cargo and passenger areas, potentially beneficial for businesses transporting temperature-sensitive goods.
“We’ve approached each feature with dual functionality in mind,” explains Sarah Chen, Geely’s Head of Product Planning for Australia. “The premium materials aren’t just about aesthetics – they’re more durable and easier to clean than the hard plastics traditionally used in commercial vehicles. The advanced driver assistance systems aren’t just safety features – they reduce driver fatigue on long delivery routes.”
This thoughtful integration of luxury and practicality extends to the vehicle’s physical design. Despite its sleek exterior, the cargo capacity remains comparable to conventional vans in its class, with a variety of configuration options including customizable shelving systems, removable partition walls, and multiple tie-down points developed specifically for Australian business needs.
Electric Powertrain: Practical Benefits Beyond Environmental Credentials
While electric commercial vehicles have made inroads in the Australian market in recent years, they’ve primarily been positioned as environmental choices rather than practical business solutions. Geely’s approach flips this narrative, emphasizing the tangible operational benefits the electric powertrain offers to businesses.
The van utilizes Geely’s latest electric platform, featuring a dual-motor setup generating a combined output of 340kW (456hp) and 720Nm of torque – figures that would be impressive in a performance car, let alone a commercial vehicle. This substantial power allows for a claimed 0-100km/h time of under 6 seconds even when fully loaded, a capability that could significantly improve efficiency for businesses making multiple stops in urban environments.
“The performance isn’t about bragging rights,” insists Chen. “It’s about practical efficiency. A delivery driver making 50 stops a day saves meaningful time with quicker acceleration between locations. Over a year, that translates to either more deliveries or shorter working days – both direct business benefits.”
Range and Charging Infrastructure
Range anxiety remains a legitimate concern for Australian businesses considering electric commercial vehicles, particularly those operating in regional areas. Geely claims to have addressed this with a substantial 110kWh battery pack that delivers a WLTP-rated range of approximately 560km – sufficient for most urban delivery routes with a comfortable margin for unexpected detours.
More importantly for business operations, the vehicle supports DC fast charging at rates up to 150kW, enabling a 20% to 80% charge in approximately 35 minutes. For overnight charging at business premises, the onboard 22kW AC charger can fully replenish the battery in around 6 hours using appropriate three-phase infrastructure.
“We recognize that Australian businesses can’t afford vehicle downtime,” notes Morrison. “Our charging strategy focuses on aligning with typical business operations – fast charging during driver break periods for businesses running extended shifts, and overnight charging for standard workday operations.”
Geely is also exploring partnerships with major Australian charge point operators to offer preferential rates for fleet customers, potentially addressing another key concern for businesses considering the switch to electric vehicles.
Australian-Specific Adaptations: Not Just Another Import
One of the more interesting aspects of Geely’s Australian market approach is the extent of local testing and adaptation the vehicles have undergone before launch. Rather than simply importing a global product, the company has conducted extensive testing across diverse Australian conditions over the past 18 months.
“Australia presents unique challenges for commercial vehicles,” explains Alex Thompson, Lead Engineer for Geely’s Australian validation program. “The combination of extreme temperatures, vast distances, varying road qualities, and specific loading requirements means we can’t just bring in a European or Asian-market vehicle without modifications.”
These modifications include suspension tuning specifically calibrated for Australian roads, enhanced cooling systems for the battery and motors to handle extreme summer temperatures, and reinforced underbody protection for vehicles that might encounter unsealed roads. The infotainment system has been adapted for Australian services and mapping data, while the regenerative braking system has been calibrated to suit typical Australian driving patterns.
Real-World Testing with Australian Businesses
Perhaps most tellingly, Geely has already placed evaluation vehicles with selected Australian businesses across various sectors, gathering practical feedback before the official launch. Companies in last-mile delivery, trade services, and mobile healthcare have been quietly testing the vehicles in real-world operational conditions for the past six months.
“The feedback from these trials has been invaluable,” notes Morrison. “We’ve made numerous refinements based on Australian business requirements – everything from adjusting door opening angles to accommodate standard Australian loading equipment to reconfiguring the cargo management system based on how tradies actually organize their tools.”
This willingness to adapt to local requirements suggests Geely is taking the Australian market seriously rather than viewing it as a minor export opportunity – a positive sign for potential business customers concerned about long-term support and parts availability.
Market Positioning and Pricing Strategy
When it comes to pricing, Geely is taking an interesting approach that reflects the vehicle’s positioning between traditional commercial vans and premium passenger vehicles. While final pricing will be announced closer to the official launch in Q3 2024, Morrison indicated the range would start at approximately $75,000 plus on-road costs for the entry-level variant, extending to around $95,000 for the fully-equipped model.
This pricing places the Geely van significantly above conventional diesel competitors like the Toyota HiAce (starting around $45,000) but competitive with other electric commercial vehicles like the Ford E-Transit (around $70,000) while offering substantially more premium features and performance.
“We’re targeting businesses that recognize their vehicles as both tools and investments,” explains Morrison. “When you factor in the lower operating costs, longer service intervals, and potential customer perception benefits of a premium electric vehicle, the value proposition becomes compelling for businesses that might otherwise be purchasing high-end utes or even luxury SUVs for client-facing roles.”
Ownership Experience and Support Network
Recognizing that vehicle downtime is particularly costly for commercial operators, Geely is establishing a dedicated commercial vehicle dealer network separate from its passenger car operations. These specialized dealerships will offer extended service hours, mobile servicing options for minor maintenance, and priority scheduling for business customers.
The ownership package includes a 7-year/unlimited kilometer warranty specifically designed for commercial applications, with the battery covered for 8 years/200,000km. Service intervals are set at 24 months or 30,000km – significantly longer than conventional commercial vehicles, reducing maintenance downtime and costs.
“For many small businesses, vehicle servicing means lost work days,” notes Chen. “Our extended service intervals and mobile maintenance options can translate directly to increased productive time – another hidden benefit of the electric powertrain beyond just fuel savings.”
The Competitive Landscape: Timing and Market Opportunity
Geely’s entry into Australia’s commercial electric vehicle market comes at a particularly opportune moment. The sector is still in its early adoption phase, with limited options available from established manufacturers and businesses increasingly looking to reduce emissions for both environmental and brand perception reasons.
Major fleet operators including Australia Post, Woolworths, and Coles have all announced significant electrification targets for their delivery vehicles, while trade businesses are facing growing expectations from customers regarding sustainable practices. This creates a potential market opening for vehicles that can meet both practical business requirements and sustainability goals.
“The timing feels right for a product that doesn’t force businesses to choose between practicality and sustainability,” observes industry analyst Michael Davidson, who specializes in commercial vehicle market trends. “Five years ago, businesses weren’t ready to consider electric commercial vehicles seriously. Now they’re actively looking for options that make both operational and environmental sense.”
The premium positioning also potentially insulates Geely from direct competition with upcoming electric van offerings from established manufacturers like Toyota and Hyundai, which are expected to take more conventional approaches to the commercial electric vehicle market.
Expected Market Reception
Based on reactions from business representatives invited to preview events, the reception to Geely’s premium electric van concept has been predominantly positive, if somewhat surprised.
“Initially I came to see another electric van option for our fleet,” admits Sarah Williams, fleet manager for a national service company who attended a Sydney preview. “I wasn’t expecting something that our executives would actually want to drive themselves. It challenges our whole thinking about segregating the fleet between work vehicles and management vehicles.”
This reaction appears common among business customers exposed to the concept – initial skepticism about the premium approach giving way to recognition of potential operational benefits beyond simple environmental credentials.
A Category-Creating Proposition
As Geely prepares to officially launch its electric van line in Australia later this year, the company appears to be taking a genuinely innovative approach to a traditionally conservative market segment. By blending premium passenger car features with commercial vehicle practicality, and focusing on tangible business benefits rather than just environmental credentials, they’ve created something that doesn’t fit neatly into existing categories.
Whether this approach will resonate broadly with Australian businesses remains to be seen. The higher initial purchase price will undoubtedly be a barrier for some commercial operators, particularly those in price-sensitive sectors. However, for businesses where vehicle quality influences client perception, where driver retention is challenging, or where operational efficiency justifies premium equipment, Geely’s offering presents a compelling alternative to both conventional vans and high-end utes.
What’s clear is that the company has done its homework on Australian business requirements rather than simply importing a global product without adaptation. The extensive local testing, business trial programs, and market-specific modifications demonstrate a serious commitment to the Australian market that should reassure potential customers concerned about support for a relatively new brand.
For Australian businesses considering fleet upgrades in the coming years, Geely’s premium electric van represents an intriguing option that challenges conventional thinking about commercial vehicles. It suggests a future where work vehicles no longer need to sacrifice comfort, technology and style in the name of practicality – a proposition that could prove particularly appealing in Australia’s increasingly competitive business landscape.
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