Kia has expanded its pickup truck offerings from none to one with the introduction of the spirited Kia Tasman in 2024. Despite its divisive design, the company views the truck as a success and is marking this achievement by launching a second pickup: an electric vehicle that, in contrast to the Tasman, will be available in North America.
“Kia intends to unveil an EV pickup truck in North America, built on a new electric vehicle platform tailored for both urban environments and outdoor adventures,” the company stated this week. “This vehicle will boast superior interior and cargo space, a strong towing capacity, off-road capabilities, and cutting-edge infotainment and safety features.”
While specific details remain limited, some insights can be gleaned from Kia’s announcements. The addition of off-road capabilities will distinguish the forthcoming electric vehicle from the Hyundai Santa Fe, which is currently the only pickup truck offered by Kia or its affiliate in the US market.
It will be built on a new electric vehicle platform, distinguishing it from the company’s current electric vehicle lineup, such as the Kia EV6. The infotainment system is expected to resemble that of existing Kia electric models, incorporating features like the dual-display technology found in the latest Kia Sportage SUVs.
Can a Kia electric pickup thrive in the US market?
According to the press release, Kia aims to sell approximately 90,000 units of this new electric pickup annually, a challenging target in a market where the Ford F-150 Lightning has struggled to reach 30,000 units sold. Many consider this an ambitious sales objective for a vehicle that marks Kia’s initial foray into the US truck market. Nevertheless, there remains a sense of optimism.
“The models built on the eGMP platform sold over 100,000 units in 2024,” stated Liz Najman, director of market insights at Recurrent, a firm that provides independent analysis on electric vehicle performance. “Additionally, similar to the EV6, Kia pickups are likely to be manufactured in the US, which will help mitigate expensive tariffs that could increase consumer prices. Price is expected to be a significant consideration for consumers in the years ahead.”
Najman also noted that trucks were the leading vehicles in sales for 2024, suggesting that Kia could achieve its sales targets if the company successfully balances competitive pricing with performance.
“In examining electric vehicle sales, both the Ford Mustang Mach-E and the Jeep Wrangler PHEV surpassed 50,000 units sold in 2024, while the Model 3 and Model Y achieved sales of over 150,000 and 370,000 units, respectively,” Najman stated. “Electric vehicles are experiencing robust sales figures when they meet customer expectations.”
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