Kia’s long-rumored entry into the global pickup segment is just around the corner. Dubbed the Tasman, the truck has been designed to compete against the likes of the Ford Ranger and Toyota Hilux, and a colorful preview gives us a better idea of what to expect.
New Zealand artist Richard Boyd-Dunlop designed the wrap to highlight what Kia describes as the adventurous spirit of the Tasman. While the design is definitely an eye-catcher, it can’t hide the truck’s boxy proportions. The high, upright front end features vertical slits (though not enough to raise a storm of disapproval from Jeep’s legal team), lights pushed out enough to emphasize the truck’s width, and a front spoiler below the bumper. We also spot black plastic trim on the wheel arches, roof rails and the steps integrated into the corners of the rear bumper.
Interior photos haven’t been released yet, and we suspect the Tasman will have a similarly sturdy and boxy design inside, with variations in color and materials depending on trim level. Specifications aren’t available either, but our crystal ball tells us power will come from a turbodiesel four-cylinder engine. Buyers will likely have several drivetrain options to choose from, including rear-wheel drive and part-time four-wheel drive with a two-speed transfer case.
Kia notes that the Tasman will be available in numerous global markets, including South Korea, Australia, Africa and the Middle East, suggesting the model will be offered in multiple configurations ranging from a basic steel-wheeled workhorse to an upscale family hauler range with relatively nice interiors. You’ll notice that neither Europe nor the United States are mentioned. and all reasons are related to money.
Over in Europe, draconian regulations make purchasing a new four-door pickup truck prohibitively expensive as an everyday vehicle. Registering a new Ford Ranger in France costs 60,000 euros (approximately $64,000), bringing the total purchase price above $100,000. You don’t have to be an analyst or have an economics degree to figure out that sales are very, very low. Kia will avoid the regulatory quicksand.
It’s similar in the USA, but for completely different reasons. The chicken tax, which took effect in January 1964 when Lyndon Johnson was in the White House, imposes a 25% tariff on imported light-duty vehicles. To avoid this, Kia would either have to build the Tasman in North America (the Toyota Tacoma was built in Mexico and is exempt) to avoid the tariff, or accept the tariff and either absorb the cost or pass it on to consumers. The latter option is almost certainly a no-go, leaving North American production as the only truly viable option. At this point, there is nothing to indicate that the truck will be manufactured at any of the brand’s American plants. However, we expect Kia would consider it if there is enough demand to set up a production line for the truck.
For people in markets where the Tasman is sold, more details will be announced in the coming months. Delivery will begin in 2025.
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