Summary
Kia executives in the U.S. stated that the Tasman pickup revealed in October is not intended for the U.S. market.
Kia is considering a pickup for the U.S. but has not decided whether it will be gasoline-fueled or electric.
Kia has confirmed the development of an electric pickup, but it is not yet determined if it will be brought to the American market.
Kia is wary of entering the high-end electric truck market, as it is becoming saturated with models from other brands.
Kia may find a middle ground between a fully electric truck and a traditional gasoline pickup for the U.S. market, potentially involving a product related to the Hyundai Santa Cruz.
Article
During the Los Angeles auto show, Kia executives confirmed that the Tasman pickup that was revealed in October is not intended for the U.S. market. The Tasman, which is designed as a workhorse with a gasoline midsize pickup body, is primarily targeted for Australia, Africa, and the Middle East. However, Kia is still considering the possibility of introducing a pickup truck in the U.S., although it has not been decided whether it will be gasoline-fueled or an electric vehicle.
Kia’s chief operating officer, Steven Center, mentioned that while the Tasman is not suitable for the U.S. market, there may be a different gasoline truck option that could be a possibility. Additionally, a Kia electric pickup is currently under development and shares some of its features with the EV9 model. Despite being in development, Kia has not yet confirmed whether the electric truck will be available in the U.S. market as the company is still evaluating its potential.
One factor influencing Kia’s decision to enter the pickup truck market in the U.S. could be the positioning of the vehicle. Kia’s marketing executive, Russell Wager, previously stated that for an electric truck to make sense in North America, it would need to be positioned as a high-end model rather than a budget-friendly option. The growing market saturation of high-priced fully electric pickups from brands like Ford, Chevrolet, GMC, Rivian, Tesla, Ram, and VW’s Scout brand also adds complexity to Kia’s decision-making process.
Recent reports indicate that Hyundai Motor Group and General Motors are collaborating on the development of an affordable pickup truck for Latin America, which may impact Kia’s plans for a U.S.-bound pickup. The collaboration also extends to EV and hydrogen technology, although it remains unclear how these partnerships may align with Kia’s strategy. Kia may need to strike a balance between a fully electric truck, like the EV9, and a more traditional pickup model like the Tasman or potentially explore options related to Hyundai’s Santa Cruz model.
To address the evolving truck market landscape and provide value to customers, Kia plans to introduce more plug-in hybrids, hybrids, and potentially an electric vehicle with a range extender. By expanding its lineup with more sustainable options, Kia aims to meet the changing demands of consumers while carving out a unique position in the competitive truck segment. Ultimately, Kia’s decision on a U.S.-bound pickup will hinge on a careful consideration of market trends, consumer preferences, and potential partnerships with other automotive manufacturers.
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