For decades, foreign-made pickup trucks have struggled to gain traction in the American market. The Big Three automakers have historically dominated domestic truck production, aided by patriotic loyalty and targeted tariffs. However, Kia is now looking to change this landscape with plans to launch a mid-size pickup truck in the U.S.
Kia CEO Ho Sung Song revealed that the company is actively studying the U.S. pickup truck market and plans to unveil more details about their upcoming model at the Investor Day presentation on April 9. Song confirmed that the recently launched Tasman truck will not be the basis for the U.S.-bound model, indicating that Kia is developing a different vehicle specifically for the American market.
The introduction of a mid-size pickup truck would mark a significant departure for Kia, which has primarily focused on the crossover market in recent years. Kia’s history in the U.S. began with affordable commuter cars, but the brand has gained popularity over the past decade due to its strong designs and promise of affordable quality.
Kia is already expanding its lineup with new models. At the 2025 Seoul Mobility Show, the company showcased its PV5 series of mobility vans alongside the Tasman truck. The PV5 uses a similar formula to Hyundai’s Staria, a small van not available in the U.S. market. This suggests that Kia is tailoring its offerings to specific markets.
Song emphasized that Kia is exploring new segments for growth, including light commercial vehicles and pickup trucks. “We have to develop different, new segments for our business. One is the light commercial vehicle segment. Another is the pickup truck segment,” he explained. “This is an opportunity, not a risk.”
While details about the U.S.-bound mid-size truck remain scarce, Kia’s entry into this market could provide consumers with another compelling option in a class of trucks that are often better suited for many owners than full-size rigs. The upcoming Investor Day presentation is expected to shed more light on Kia’s plans, including potential powertrain options and transmission types.
As the automotive landscape continues to evolve, Kia’s foray into the mid-size pickup truck market represents a strategic move to expand its presence in the U.S. market. With the announcement of more details forthcoming, industry observers and potential customers alike will be watching closely to see how Kia plans to differentiate its offering in a competitive segment.
