Kia Corp. is making a strong push into the South Korean pickup truck market with the launch of its mid-sized offering, the Tasman. Unveiled at the 2024 Jeddah International Motor Show last October, the Tasman has already generated considerable interest, securing over 4,000 contracts within the first 17 days following its domestic launch on February 13.
This initial success represents roughly 30% of the total pickup truck sales by the five major domestic automakers during the previous year, signaling a potential shift in the market. The Tasman’s rapid uptake is particularly notable, with 2,200 contracts secured on the very first day of availability. “The significance of the Tasman’s contract performance lies in the fact that they are all formal contracts made after the price and detailed specifications were fully disclosed,” a Kia official explained. This transparency seems to have resonated with consumers, contributing to the vehicle’s strong market entry.
The Tasman’s development spanned over four years, reflecting Kia’s commitment to innovation and quality. The vehicle features a 2.5-liter turbo gasoline engine paired with an 8-speed automatic transmission, delivering a maximum output of 281 horsepower (PS) and a maximum torque of 43.0 kgf·m. It also offers a combined fuel efficiency of 8.6 km/L and includes a “Tow Mode” for enhanced stability, catering to consumer demand for both performance and practical utility. With a starting price of 37.5 million won, the Tasman is competitively positioned in the market.
Kia is optimistic that the Tasman’s sales will revitalize the domestic pickup market, which has experienced a decline in recent years. According to the Korea Automobile Manufacturers Association (KAMA), pickup sales among the five major domestic automakers fell from 42,619 units in 2019 to just 13,475 units in 2024. The introduction of the Tasman could reverse this downward trend, with projections suggesting a potential expansion of the domestic pickup truck market.
Currently, KG Mobility (KGM) and GM Korea are the only other players in the domestic pickup truck market. KGM’s Rexton Sports has held a dominant position, but the Tasman’s arrival is expected to challenge its market share. KGM recently launched the country’s first electric pickup truck, the “Musso EV,” underscoring a move toward electrification within the segment.
