The Kia electric vehicle lineup is set to grow with an electric pickup truck that was unveiled in April as a North America-bound model alongside the gas-powered Kia Tasman. This EV does not have the same divisive look as the Tasman and will target the US market with an all-new design that works for both city and off-road driving.
According to Kia’s statement, the truck will be built on a new EV platform, which is not the same as the Kia EV6, and will have top-tier interior and cargo space, robust towing capacity, off-road capabilities, and advanced infotainment and safety features. Details remain scarce but the off-road focus means it will not compete with the Hyundai Santa Fe which is the only pickup available in the US from Kia’s sister brand. It is likely to have a dual-display infotainment system like the Sportage SUV from Kia.
Kia has launched its new 2026 Kia EV4 sedan which shows that the company is serious about affordable electric vehicles. However, the electric pickup is in a different boat and Kia has set a target to sell 90,000 units annually which is much more ambitious than the Ford F-150 Lightning that sold 30,000 units. Liz Najman, the director of market insights at Recurrent, explained that Kia’s eGMP platform vehicles exceeded 100,000 units in 2024 and that U.S.-based production will help the truck evade Trump’s tariffs which is crucial in a price-sensitive market.
Najman noted that trucks have been the best-selling vehicle in 2024 and if Kia manages to price it right and make it perform well, then it could reach its sales target. “For instance, electric vehicles such as the Ford Mustang Mach-E and Jeep Wrangler PHEV sold 50,000+ units each, while Tesla’s Model 3 and Model Y sold 150,000+ and 370,000+ units respectively,” she said. “EVs sell when they meet the customer’s needs.”
The success of the truck will depend on Kia’s ability to convince American car buyers to buy it since Kia does not currently offer any pickup trucks in the US market. With the costs of tariffs affecting its competitors and EVs becoming more popular for their practicality and affordability, Kia’s focus on capability and affordability could give it a market. However, this is a very risky move for Kia given the high number of EV truck competitors in the market and the fact that this is a new platform.
