Kia to launch EV pickup in U.S., targets 90K annual sales

Kia is bettin' big on its market strength—aiming to take its shot in the pickup game in the U.S.  

The details: The core stats for the new truck—which will follow the introduction of the Kia Tasman pickup this year in emerging markets like Korea and Australia—are still being kept under wraps—the usual play in a high-stakes game. However, a statement from Kia—made as part of the company’s CEO Investor Day last week—reveals some general details about the new player the automaker is adding to its roster. 

• The pickup will be based on a new Kia EV platform designed for both urban and outdoor use—signaling that the brand sees the truck being a serious player in the city and off the beaten path.

• More than just a showpiece for Kia fans, the company says the pickup will feature “best-in-class interior and cargo space, a robust towing system, off-road capabilities, and advanced infotainment and safety features."

• If the EV pickup truly lives up to its offroad classification, it will give Hyundai Motor Group overall its first real player in the off-road segment—distinguishing it from the Santa Fe sold in the U.S. 

Between the lines: Kia is not only looking to launch the new offroad pickup in the U.S., which is a pretty bold play in the game on its own; the automaker is also looking to pull off a massive win in the segment, as detailed in a summary of its global product plan strategy presented at its CEO Investor Day.

• Kia plans to sell 90,000 units of the pickups annually in North America, which would be impressive numbers for even a veteran player in the game. 

• For perspective, the Ford F-150 Lightning—which many thought would set the benchmark for competition in the EV pickup market—is barely pulling off 30,000 deliveries a year. 

Worth noting: The new EV pickup is one of 15 new EVs Kia plans to launch by 2030 along with 10 xHEV (Hybrid Electric Vehicle) models, as detailed in its CEO Investor Day summary—with plans to reach 4.19 million global sales by 2030, including 2.33 million hybrid and fully electric vehicles (EVs), while cutting its total EV sales target by 20%.

Bottom line: EV truck launches have been slow, expensive, and fragmented. But Kia’s betting it can move faster, build at volume, and price more aggressively.

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