According to recent reports a combination of tariff instability, rising import costs, and softening EV demand has undermined the original business case for a Kia EV truck. As a result, Kia is reassessing its pickup strategy at a critical moment for the brand. This shifting landscape opens the door for a compelling alternative: a Kia Telluride–based pickup truck, previewed through digital rendering thanks to our colleagues at Theottle and tentatively referred to as the Kia Mohave.
Tariffs Are Undermining Kia’s EV Pickup Business Case
Import Costs and Raw Material Tariffs
The core challenge facing Kia’s EV pickup revolves around tariffs on imported vehicles and components from South Korea. While U.S. auto tariffs were recently reduced from 25 percent to 15 percent, other levies remain punishingly high.
Steel, aluminum, and related raw materials sourced from Korea continue to face steep tariffs, dramatically inflating production costs. For an electric pickup — a segment that already requires expensive battery packs and advanced electronics — these added expenses make competitive pricing nearly impossible.
Kia’s U.S. marketing leadership has openly acknowledged that, under current conditions, the EV pickup no longer meets internal cost targets.
Weakening EV Demand in the U.S.
Loss of Federal EV Tax Credits
At the same time, the broader U.S. EV market is cooling. The expiration of the $7,500 federal EV tax credit has dampened consumer interest, particularly in affordable and mid-priced electric vehicles.
Industry analysts report a noticeable slowdown in EV demand, which further complicates the launch of a new electric pickup — especially one positioned to compete on value against established rivals like the Ford F-150 Lightning and Rivian R1T.
With demand decreasing and costs increasing, Kia’s original EV pickup pricing strategy may no longer be viable.
Enter the Kia Telluride Pickup Rendering: Project Mohave
A Practical Solution to Today’s Market Realities
The Kia Telluride pickup concept, informally dubbed the Kia Mohave, represents a strategic pivot that could solve many of Kia’s current challenges.
Based on the highly successful Telluride platform, this pickup would leverage:
- Existing North American popularity
- Proven internal-combustion or hybrid powertrains
- Established U.S. manufacturing and supply chains
Unlike an imported EV truck, a Telluride-derived pickup could potentially be assembled in North America, dramatically reducing exposure to tariffs on vehicles, steel, and aluminum.
Why a Telluride-Based Pickup Makes Sense for Kia
Lower Risk, Faster Time to Market
Developing a pickup from the Telluride architecture would allow Kia to:
- Avoid costly battery imports
- Use familiar V6 or hybrid drivetrains
- Share components with existing models
- Enter the midsize pickup segment more quickly
This approach significantly lowers financial risk compared to launching a clean-sheet EV pickup during a volatile regulatory and economic period.
Strong Brand Equity in the U.S.
The Kia Telluride has become one of the brand’s strongest sellers in America, praised for its design, reliability, and value. A pickup variant would instantly benefit from that reputation, appealing to buyers who want truck utility without full-size dimensions.
