Kia is expanding its lineup by entering the pickup truck market with the Kia Tasman, a midsize truck aimed at retail light-duty buyers. While Kia has been making pickups since 1980, this new model specifically targets the Australian market, where utes are extremely popular. In fact, in 2022, utes made up more than 18% of the total vehicles sold in Australia, with the Ford Ranger taking the top spot from the Toyota Hilux.
The competition in the pickup segment is fierce, with the Ranger and Hilux leading the pack by a significant margin. However, there is still room for other players to make a mark, as seen with the Isuzu Ute D-Max and the Mazda BT-50. Kia will need to work hard to stand out in this crowded market, especially with the Volkswagen Amarok and Ram 1500 also vying for attention.
Although Kia’s initial markets for the Tasman include Australia, South Korea, Africa, and the Middle East, the carmaker is planning to promote the truck globally. To generate buzz, Kia released a teaser video on YouTube and will follow up with a web series detailing the development of the Tasman. Engineers conducted a total of 1,777 tests and 18,000 evaluations to ensure the truck meets the brand’s standards.
One challenge Kia may face with the Tasman is the chicken tax, which could prevent the truck from being built in certain regions unless a related SUV on the same platform also gets the green light. The first episode of the web series will be released on July 22, providing more insights into the Tasman’s development and what sets it apart from the competition.
In related news, Hyundai has also entered the pickup market with the 2022 Santa Cruz, showcasing its innovative features such as a versatile pickup bed. The Santa Cruz aims to offer a unique blend of SUV comfort and pickup utility, catering to customers looking for a versatile vehicle that can handle both everyday tasks and outdoor adventures.
As Kia and Hyundai make their mark in the pickup segment, it will be interesting to see how these new models perform in the market and how they will compete with established players like Ford and Toyota. The Tasman and Santa Cruz represent a new chapter for the South Korean automakers, as they continue to expand their offerings and cater to a wider range of customers.