The Pickup Truck Market Awakens After 40 Years of Quiet
Over 4,000 Contracts Signed as of the 7th
30% of Last Year's Total Domestic Pickup Sales
Around 2,200 Units Sold on Launch Day
Kia's first authentic pickup truck, 'The Kia Tasman,' has achieved early success by selling over 4,000 units.
According to Kia on the 9th, the Tasman surpassed 4,000 contracts on the 7th, just 17 business days after its domestic launch on the 13th of last month. This means that about 30% of last year's total domestic pickup sales (13,475 units) were sold in less than a month. Notably, around 2,200 units were sold on the first day of release, proving strong consumer interest.
According to the Korea Automobile Manufacturers Association (KAMA), the combined pickup sales of the five domestic automakers reached 42,619 units in 2019. However, sales have declined annually to 38,117 units in 2020, 29,567 units in 2021, 28,753 units in 2022, 17,455 units in 2023, and 13,475 units in 2024. The automotive industry is closely watching whether the Tasman can continue to create a new wave amid this trend.
The Tasman was first unveiled at the '2024 Jeddah International Motor Show' held in Saudi Arabia in October last year. At that time, it was praised for its innovative design and excellent product quality, expected to introduce a new paradigm to the domestic pickup market. The Tasman combines a 2.5-liter turbo gasoline engine with an 8-speed automatic transmission, delivering a maximum output of 281 horsepower (PS) and a peak torque of 43.0 kgf·m, along with a combined fuel efficiency of 8.6 km/l (based on the base model with 17-inch wheels, 2WD, without built-in cam). Additionally, the tow mode optimizes ride comfort, shifting feel, and fuel consumption efficiency by differentiating shift patterns according to towing weight.
The Tasman has received high praise from consumers for its stable driving performance and spacious cargo area suitable for camping and car camping. The price is also set competitively at ▲Dynamic 37.5 million KRW ▲Adventure 41.1 million KRW ▲Extreme 44.9 million KRW ▲X-Pro 52.4 million KRW, comparable to domestic mid-size SUVs, reducing the financial burden. In particular, the fact that pickup trucks are classified as cargo vehicles under domestic law, resulting in an annual vehicle tax of about 28,500 KRW, is also analyzed as a factor contributing to its popularity.
Meanwhile, customer deliveries of the Tasman are expected to begin at the end of this month or early next month. A Kia official stated, "The contract performance of the Tasman is significant as it was made after the price and detailed specifications were fully disclosed," adding, "Once sales officially start, it is expected to revitalize the domestic pickup market."
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