Kia Is Finally Bringing a Pickup to America — And It’s Not What You Think

Kia gets in the truck game

Kia is officially planning to launch a midsize pickup truck for the U.S. market, and no, it’s not the rugged Tasman you may have seen overseas. Instead, the automaker will build a new, U.S.-specific model from the ground up, according to CEO Ho Sung Song. More details are expected to land at the company’s Investor Day on April 9, but for now, one thing is clear: Kia wants a piece of the most competitive and profitable segment in the American auto industry.

Why trucks? Why now?

Despite its strong presence in crossovers and electric vehicles, Kia has long lacked a true pickup in its U.S. lineup. And while the global Tasman truck recently debuted in Korea and Australia, it was never designed with American buyers — or regulations — in mind. “We don’t develop that vehicle for the American market,” Song confirmed at the Seoul Mobility Show. Instead, the new truck will be an entirely separate model built to appeal to U.S. tastes and requirements.

The move makes sense. Midsize trucks like the Toyota Tacoma, Ford Ranger, and Chevrolet Colorado continue to see strong demand in the U.S., thanks to their blend of utility, size, and value. With electrification looming and consumer tastes shifting, there’s also a growing appetite for smaller, potentially electric alternatives to full-size trucks like the Ford F-150 or the controversy-ridden Tesla Cybertruck.

Built in the U.S., maybe electric

Kia’s upcoming pickup is expected to be built in Georgia at Hyundai’s Metaplant America, a move that would help it avoid both import tariffs and rising trade tensions. As for powertrains, nothing is confirmed, but rumors suggest the truck could debut as an EV or at least offer an electric variant alongside traditional internal combustion options.

Final thoughts

The pickup truck isn’t Kia’s only move into new territory. The automaker is also developing a series of electric light commercial vehicles, including the PV5 van, as part of a broader push into commercial and utility markets. For Kia, the pivot isn’t just about new product lines; it’s about reshaping its entire identity in the U.S.

As Song put it, this isn’t a gamble, it’s a growth strategy. “This is an opportunity, not a risk,” he said. We’ll know more on April 9. But for now, it’s safe to say Kia is finally getting serious about trucks. And if it plays its cards right, it could shake up the segment in a big way.