Kia plans to launch U.S. pickup truck by 2030

The company said Thursday it will add a pickup truck that includes hybrid variants by 2030 as a major expansion of its brand into the highly lucrative U.S. market. At least one hybrid variant is expected to be produced in the U.S., according to a presentation from Kia’s CEO investor day.

Detroit automakers General Motors, Ford Motor and Chrysler parent Stellantis dominate U.S. full-size pickup truck sales, however Kia reportedly plans to have its pickup be a smaller, midsize model.

That would position the vehicle against the industry-leading Toyota Tacoma as well as the Ford Ranger and GM’s Chevrolet Colorado and GMC Canyon, among other entrants.

“Accounting for approximately 20% of total demand, the U.S. pickup market represents a key strategic segment. Given its strategic importance, Kia will launch a new Body-on-Frame pickup model to broaden our customer base,” Kia CEO Ho Sung Song said, according to the presentation.

Kia last year entered the global pickup truck market with a vehicle called Tasman. It’s not immediately clear whether the company would use that name or any parts from it for the planned “U.S.-specific” pickup truck or how much its U.S. vehicle would cost.

Kia did not immediately respond for request for comment about the sales targets or whether all variants of the planned pickup would be produced in the U.S.

Its pickup truck plans were announced during the automaker’s 2026 CEO investor day, where it also said it’s anticipating growing annual U.S. sales to 1.02 million vehicles and reaching 6.2% market by 2030. That compares with sales of more than 850,000 units last year and a roughly 5% market share.

The U.S. is key to Kia’s growth globally. The company said its global sales jumped from less than 2.8 million vehicles in 2021 to 3.14 million last year. Kia on its own is the world’s eighth-largest automaker, but ranks third when combined with its parent company, Hyundai Motor.

Kia said Thursday it’s targeting global sales of 4.13 million units and a 4.5% market share by 2030. That would be up from expectations of 3.35 million units in global sales this year and a 3.8% market share.

The company also announced plans to continue releasing new all-electric vehicles as well as a major push into hybrid and electric extended-range vehicles, or EREVs, including the planned pickup truck for the U.S.