Seoul, March 9 – Kia, South Korea’s second-largest automaker, announced Sunday that its inaugural pickup truck, the Kia Tasman, has exceeded 4,000 units sold in less than a month. This swift success is generating optimism for a revitalization of the local pickup truck market.
Company officials reported that Kia sold over 4,000 Tasman trucks in February, an achievement accomplished within just 17 days of the pickup’s February 13th launch, as reported by Yonhap news agency. This figure represents nearly 30 percent of all pickup trucks sold in the country throughout the year.
According to the Korea Automobile Manufacturers Association (KAMA), the five major automakers in South Korea – Hyundai Motor Co., Kia, GM Korea Co., Renault Korea Motors Co., and KG Mobility Corp. (KGM) – collectively sold 13,475 pickup trucks in 2024. Annual pickup truck sales have been steadily declining, from 42,619 in 2019 to 38,117 in 2020, 29,567 in 2021, 28,753 in 2022, and 17,455 in 2023.
Industry analysts suggest that limited model options from the five major automakers have contributed to the declining demand for pickup trucks. However, the introduction of the Kia Tasman may shift consumer sentiment.
Prior to the Tasman’s release, only four pickup truck models were available in South Korea, with two from KGM and two from GM Korea.
The Kia Tasman made its initial debut at the 2024 Jeddah International Motor Show in Saudi Arabia. The all-wheel-drive Tasman is equipped with a 2.5-liter turbocharged gasoline engine generating 281 horsepower, paired with an eight-speed automatic transmission, according to Kia.
Furthermore, Kia’s overall monthly sales for February increased by 4.5 percent year-over-year, driven by growth in both domestic and international demand. Kia, an affiliate of industry leader Hyundai Motor Co., sold 253,850 vehicles last month, up from 242,917 units during the same period the previous year. Domestic sales saw a 4.5 percent rise year-on-year, reaching 46,003 units, while overseas sales increased by 4.4 percent, totaling 207,462 units.
A Kia official indicated that the company intends to sustain its sales growth with the upcoming launches of competitive new models, including the EV4 electric vehicle and the Tasman pickup truck.
