Kia is set to enter the body-on-frame midsize pickup segment with its upcoming model, called the Tasman. Following in the footsteps of rivals Toyota and Ford, Kia’s Australian division sees this as an opportunity to venture into the growing body-on-frame SUV market. While the project may seem straightforward on paper, turning the Tasman into a Kia-branded Land Cruiser requires more than just fitting the pieces together.
Currently, Kia’s Australian arm is eager to have a body-on-frame SUV in its lineup and is pushing hard to make it happen. The brand recognizes the need to fill a gap in its range, with the aging Mohave (known as the Borrego in some markets) eventually retiring. The prospect of a Tasman-based SUV replacing the Mohave is uncertain at this point.
To bring the body-on-frame SUV to fruition, Kia’s Australian team is well aware that they need a strong global case, not just an Australian business case. Roland Rivero, the general manager of product planning for Kia Australia, emphasizes the importance of other major markets also wanting a ladder-frame SUV. South Africa and the Middle East are potential markets for the Tasman-based SUV.
The American market is another consideration for Kia, as rugged SUVs tend to sell well there. However, there are significant hurdles to overcome before introducing a body-on-frame SUV in the United States. Firstly, the Tasman will be based on a truck that will not be sold in the US due to the Chicken Tax. Additionally, the platform was not developed with American roads in mind, which means it would require extensive modifications to meet US regulations. This could potentially make it cost-prohibitive to sell alongside popular models like the Telluride.
In conclusion, while Kia’s entry into the body-on-frame midsize pickup segment with the Tasman is imminent, launching a corresponding SUV is a more complex endeavor. It requires aligning global market demands, considering homologation challenges, and navigating the potential costs of modifications. Kia’s Australian division is determined to make it happen, but only time will tell if all the stars will align for a Kia-branded Land Cruiser to hit the roads.