It seemed that tariffs would kill any chance of Kia's Tasman pickup reaching the U.S., and it still may not, but the Korean marque has just announced new plans for a body-on-frame midsize truck that will arrive before the end of the decade. At the automaker's annual investor day, CEO Ho Sung Song said that Kia is aiming for annual U.S. sales of 1.02 million vehicles and a 6.2 percent market share (across all model lines) by introducing a new line of electrified vehicles, which includes extended-range electric vehicles (EREVs). Kia is venturing into a highly competitive space that includes the likes of the Toyota Tacoma, the Ford Ranger, and the Chevrolet Colorado, to name a few, but it most likely won't be doing all the work on its own.
New Kia Pickup to Share Hyundai Bones with Hybrid Power
Sebastian Cenizo/Ideogram
Sister company Hyundai just announced its own plans to introduce a new midsize pickup that will take visual cues from the striking Boulder concept revealed at this year's New York International Auto Show, which seems to indicate that the incoming Kia truck won't necessarily be a restyled Tasman; it makes sense for Hyundai and Kia to work together using learnings from the Tasman and styling from the Boulder. Whatever the basis of this new pickup, both range-extender hybrid and all-electric powertrains will be offered, something Kia's CEO sees as "untapped" territory, reports Automotive News (subscription required). But it won't be untapped for long, and Kia is aware that it must be conservative with targets; Kia wants to sell 90,000 units of its new truck per year, and while that's a lofty target, the Toyota Tacoma, for example, shifted over 274,000 units last year.
Related: Hyundai's Toyota Tacoma Rival Will Be More Rugged Than the Santa Cruz
Overcoming brand stigmas and proving reliability in the demanding midsize truck space will be immense challenges, but as Ho Sung Song's comments indicate, if Kia can hit the nail on the head the first time it enters America's truck market, there's plenty of potential for growth.
Kia Is Entering a Market That Will Get Competitive Fast
Sebastian Cenizo/Ideogram
Volkswagen-owned Scout Motors is set to introduce range-extender and all-electric versions of its new Traveler pickup and Terra SUV by the end of the decade, and the vast majority of its pre-order interest has been for the EREV powertrain. On a more mainstream front, the Ford F-150 Lightning is becoming an EREV, too, so while this area of the market may have room for exponential growth through today's lens, the landscape will be considerably more saturated by the time Kia's offering arrives.
Along with off-road capability, towing capacity, styling, and interior room, Kia will need to be on par with or ahead of rivals in terms of range and interior tech. Can it meet the demands of American buyers? Well, Kia and Hyundai are both far more respected in the U.S. (and rightfully so) than they were just two short decades ago, and they have to start somewhere in the truck game if they want to be as revered as Toyota and its ilk two decades from now. Given how impressive Hyundai Motor Group's brands are and intend to be, we wouldn't bet against it becoming impossible for truck buyers to ignore them soon.
Note: The images in this article are AI-generated renders and should not be considered official Kia concepts.
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