Kia Corp. is developing an electric pickup truck specifically for North America to help offset the impact of recently imposed US tariffs, CEO Song Ho-sung announced Wednesday. The new pickup model will be a mid-size electrified vehicle based on a next-generation EV platform, distinct from the gasoline-powered Tasman pickup unveiled last October for markets including Australia, South Korea, and other emerging regions.
The South Korean automaker aims to capture a 7% share of North America’s pickup truck market with projected annual sales of 90,000 units in the medium to long term. Song highlighted that the upcoming electric pickup will feature best-in-class cabin and cargo space, advanced towing capabilities, specialized off-road driving features, and next-generation safety and infotainment systems.
The announcement comes as Kia navigates the impact of Washington’s 25% reciprocal tariffs on imports from South Korea, which took effect April 9. To address these challenges, Song stated the company will “begin realigning manufacturing operations, directing as much output as possible from US plants to meet domestic demand.”
Currently, 60% of Kia’s US sales come from vehicles produced in South Korea and Mexico, with Mexican exports also subject to Trump administration tariffs. Industry analysts suggest the new electric pickup will likely be produced at Hyundai Motor Group’s Georgia facility to avoid both the new tariffs and the longstanding “Chicken Tax” on imported trucks.
Kia also revealed plans to diversify into purpose-built vehicles (PBVs), starting with the PV5 launch in July, followed by the PV7 in 2027 and PV9 in 2029. These customizable vehicles will serve various functions from passenger transport to cargo delivery, with Kia targeting 250,000 PBV sales by 2030.
The company has adjusted its long-term sales projections, aiming for global sales of 3.22 million units in 2025, growing to 4.19 million by 2030—a 2.6% reduction from previous estimates due to declining demand in China.
