Kia is officially entering the U.S. midsize pickup conversation, and for the first time, CEO Ho Sung Song is saying it out loud. As reported by our colleague Hans Greimel of Automotive News, Song confirmed that the automaker is actively exploring a new midsize pickup tailored specifically for the U.S. market — but it won’t be the Tasman.
The announcement comes ahead of Kia’s annual Investor Day presentation on April 9, where Song is expected to outline the brand’s strategic direction. While tight-lipped on the full details, Song made it clear that a U.S.-specific truck is under serious consideration.
“We’re going to have more details next week about the pickup for the U.S.,” he said on April 3 at the Seoul Mobility Show. “But in general terms … we are studying now.”
Kia’s Utility Push: From Tasman to PV5
Kia’s expansion into light commercial vehicles is part of a broader effort to diversify its product portfolio and scale production volumes — especially as the cost of electrification and advanced tech continues to rise.
At this year’s Seoul Mobility Show, Kia showcased the Tasman pickup (as well as the Tasman Wkndr off-road concept vehicle) alongside the all-new PV5 electric van, both representing a new direction for the brand. But while the Tasman was a centerpiece of the display, Song clarified that the U.S. market requires something different.
“We don’t develop that vehicle for the American market,” he noted. “But in the meantime, we are now seriously studying how to get into the pickup truck market in the United States through a different model that is not the Tasman.”
Could Kia’s U.S. Truck Be Fully Electric?
Although unconfirmed, rumors are swirling around a potential electric midsize truck arriving between 2026 and 2029. This timeline would align with an anticipated EV pickup from Hyundai — Kia’s corporate sibling — and could leverage production at Hyundai’s new Metaplant in Savannah, Georgia, which is designed to handle electric vehicle manufacturing.
A Crowded but Growing Segment
Kia’s entry into the U.S. midsize truck market would add even more heat to an already competitive segment, long dominated by the Toyota Tacoma. Recent additions such as the Jeep Gladiator and a larger Ford Ranger have reshaped the landscape, creating both opportunity and high expectations for any new contenders.
