'We think that Tasman will deliver': Kia confident that its Ford Ranger, Isuzu D-Max-rivalling 2025 Kia Tasman ute can hit sales targets in Australia, despite online response to design

Kia Australia remains bullish about its sales targets for the incoming Tasman ute despite public reaction to its polarising exterior design since its global reveal.

The new dual cab, four-cylinder, turbo-diesel pick-up is expected to go on sale in mid-2025 as a direct rival to big hitters like the Ford Ranger, Isuzu D-Max, Mitsubishi Triton and Toyota HiLux.

At the October reveal, Kia announced a bold annual sales target of 20,000 units - except for 2025, given it will arrive six months into the year. For reference, Ford sold 62,500 Rangers, Isuzu sold over 30,000 examples of the D-Max and Mitsubishi found homes for just over 18,000 Tritons in 2024.

Kia Australia’s General Manager of Product Planning Roland Rivero told CarsGuide the carmaker will start officially taking orders for the Tasman in quarter two, but added Kia was already holding about 20,000 expressions of interest.

Rivero said Kia had no plans to alter the design of the production model before it goes to market in a bid to address any criticisms.

“At this stage what you've seen at the reveal is what you're going to get,” he said at the Kia K4 launch.

The bold exterior design has polarised opinion, and while it has attracted its fair share of fans, a lot of comments online have been critical of the ute’s aggressive look. On the flipside, the interior has already been praised by some as class-leasing.

Rivero said Kia was expecting this sort of reaction, and highlighted the reason for taking such a bold approach to design in a vehicle segment that has not changed much over the years.

“We probably weren't surprised by it, but we set out as a brand to be different, to be distinctive in what is a fairly heritage type of conservative segment. Our designers set out to deliver a product that's designed for 2025 to 2035, as opposed to a product that's really pretty much designed for the era that's gone by. So it remains to be seen obviously, the proof will be in the pudding when the time comes.”

Rivero said the reception Kia has received from many dealers, some fleet customers and certain members of the media who have seen it in the metal has been positive.

“It's hard to judge when you see it on a YouTube video or on a screen, but when you actually, physically stand beside it, we think that it's quite an imposing product, and we're still confident our target, 20,000 a year, is something that we can achieve with the product.

“We're equally confident in its capability as well, as that's our big focus. As a workhorse tool of trade, a durable and reliable workhorse for that matter, we think that Tasman will deliver.”

The Tasman will be powered by Kia’s a 2.2-litre turbo-diesel that produces 154kW and 441Nm. It will be paired with an eight-speed automatic transmission and power will be sent to two or all four wheels. This engine is familiar from the Carnival, as well as the Hyundai Palisade and previous-generation Santa Fe.

However, it’s not the only powertrain planned. While Kia is yet to outline what will come next, Rivero said the “fairly modular platform” can house other units.

“This new ladder-frame platform that's been developed can underpin numerous powertrains,” he said.

Rivero has previously told CarsGuide that an upcoming new 2.5-litre turbo-petrol hybrid unit “would make sense”.

This powertrain is also expected to show up in the next-gen Hyundai Palisade.