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The Kia Tasman Pickup Truck will go up against the likes of the Toyota Hilux and Isuzu V-Cross in the Indian market if it arrives
Kia recently revealed its first-ever pickup truck, the Tasman on the global stage. Set for a market launch next year i.e. 2025 in the Korean domestic market, Tasman will be launched in several international markets including Australia, Africa and the Middle-East.
In India, the market size of lifestyle pickup trucks is quite small with limited models, however, the recent market trend of aspiration-driven purchase decisions has put lifestyle vehicles at the forefront. Can the car manufacturers bank on this market scenario to launch new lifestyle vehicles in India? Will the Kia’s first pickup truck ‘Tasman’ make sense for India? Let’s find out.
The Market Potential
Last month in October 2024, Toyota sold 342 units of Hilux pickup truck in the domestic market. Riding the wave of heavy discounts and the festive season push, these sales figures are quite impressive for the Hilux, considering the numbers from the past 6 months. This clearly indicates that the pickup truck segment is not very popular in India.
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Currently, the Toyota Hilux and Isuzu V-Cross are the only players in the pickup category. This limited market size can be attributed to the high sticker of these vehicles along with the lack of practicality and comfort in day-to-day usage.
What does the Kia Tasman bring to the table?
In terms of design, the boxy shape of the Tasman paired with the modern design elements such as vertically stacked LED headlamps with DRLs, beefy bumpers and flared wheel arches amongst others brings a fresh breath of air to the segment which is full of conventional designs.
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Based on the ladder frame chassis, the Kia Tasman measures 5,410 mm long with a wheelbase of 3,270 mm. The pickup truck can be had in three trim levels i.e. Base, X-Line and X-Pro. Features like panoramic sunroof, 12.3 inch fully digital driver’s display, 12.3-inch infotainment system, Level 2 ADAS and more are a part of the package.
Internationally, Kia’s first pickup truck will be sold with two engine options i.e. 2.5-litre tGDi petrol and the familiar 2.2-litre turbo diesel unit. In India, if Kia decides to launch the Tasman, it will use the 2.2-litre diesel engine which also powers the Carnival, putting out 210 bhp and 441 Nm of peak torque.
The Base trim gets the option of 2WD and 4WD, while the 4WD is standard in the top-spec variants. The Tasman sports a payload capacity of up to 1,195 kg.
Will the Kia Tasman make sense for India?
While the sales numbers may suggest otherwise, the lifestyle vehicle segment carries great potential in the Indian market and it is well reflected by the success of models like the Thar 3-Door and Thar Roxx. Considering the current market trends, the demand for powerful, off-road-centric, rugged and multi-purpose vehicles will likely see a boom in the coming years.
On the other hand, Kia recently launched its premium global models in India like the new-gen Carnival and the flagship electric SUV, the EV9. These models are sold in India via the CBU route. This highlights that the Korean carmaker is not shying away from introducing premium high-price models in the country, even at the cost of low volumes.
Both the aforementioned points make a strong case for the introduction of the Tasman in the Indian market. Launching the Tasman will diversify the brand’s portfolio in the country along with giving the customers an extra choice in the pickup truck segment.
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