Kia announced on Sunday that it has sold over 4,000 units of its first-ever pickup, the Kia Tasman, in less than a month since its launch. The strong sales performance has raised expectations that the model could help revitalise the local pickup truck market.
In February alone, Kia sold more than 4,000 Tasman trucks, capturing approximately 30% of the country’s total pickup truck sales for the month, according to company officials.
This milestone comes just 17 days after the Tasman’s official launch in South Korea on 13 February.
According to the Korea Automobile Manufacturers Association, five major automakers—Hyundai Motor, Kia, GM Korea, Renault Korea Motors, and KG Mobility—sold a combined total of 13,475 pickup trucks in South Korea in 2024. This marks a continued decline from 42,619 units in 2019 to just 17,455 units in 2023.
Industry analysts attribute the drop in domestic pickup truck sales to the limited model line-up offered by these automakers. However, the introduction of the Kia Tasman could stimulate renewed consumer interest in the segment.
Before the Tasman’s launch, only four pickup truck models were available in South Korea—two from KG Mobility (SsangYong) and two from GM Korea.
The Kia Tasman was first unveiled at the 2024 Jeddah International Motor Show in Saudi Arabia. In Korea it is powered by a 2.5-litre turbocharged petrol engine producing 210 kW (281 hp), paired with an eight-speed automatic transmission.