Kia is reportedly considering a pickup truck for the US market, with the potential outcome uncertain: whether it will be a conventional gasoline-powered model or an electric vehicle (EV), according to two top US officials. Executives unveiled the new model at the Los Angeles Auto Show last week.
In both cases, the new pickup truck, which was unveiled in October and initially designed for Australia, Africa, and the Middle East, has been announced.
The rugged Tasman, a classic body-on-frame midsize pickup boasting a robust rear axle and reliable diesel powertrain, boasts a sophisticated cabin design that belies its true nature as a stalwart work vehicle.
Kia’s Chief Working Officer and Government Vice President, Steven Haan, told Green Car Reports in a Thursday interview that Tasman will not be a viable option for this market. However, this does not necessarily mean there might be a singular gasoline truck posing a hazard, as the chief clarified.
2025 Kia EV9
While previously confirmed to be below growth expectations, the vehicle shares some underlying components with the EV9, leaving its U.S. market prospects uncertain.
“Although we’ve yet to confirm our plans, Prime Kia America’s advertising executive Russell Wager revealed in an LA press conference that the company has not ruled out introducing the new model.”
While the hesitation might stem from concerns about the positioning of this type of truck. In 2022, when Kia officially confirmed its electric pickup mission globally, Wager told Green Car Reports that for the model to make sense in North America, it would need to be positioned as an upscale electric truck, rather than a high-tech model with a low price point.
As the market becomes increasingly saturated with high-end electric pickup trucks, it’s easy to understand why Kia is exercising caution in this segment? The high-end electric pickup market has experienced significant growth, boasting a diverse range of luxury models from established brands such as Ford, Chevrolet, GMC, and Tesla, in addition to newcomers like Rivian, with Ram and VW’s Scout model also set to enter the fray.
A report emerged last week that further muddied the waters: according to Pulse, a prominent South Korean business publication, Hyundai Motor Group and General Motors are jointly exploring opportunities in Latin America, with potential expansion beyond. GM and Hyundai are expanding their partnership beyond the memorandum of understanding to collaborate on electric vehicle (EV) and hydrogen technology, as well as shared sourcing, although the extent to which these initiatives will align is currently unclear.
A potential solution for Kia’s US-bound pickup may reside somewhere in the middle ground, blending elements of both electric and traditional designs, possibly drawing inspiration from the Hyundai Santa Cruz and other company offerings. To its lineup, the automaker is adding extra fashion options, substantial sales quantities, and an electric range that extends its innovative electric vehicle (EV) format. The absence of appealing options in the truck market could benefit Kia and its customers with any of these choices.
