The race to create a cheap electric pickup to compete with China is on. The next automaker to take on the challenge is Kia, which has revealed more information about its EV pickup during its investor day.
However, it’s not coming until 2030, which could mean it’s far too late.
Kia is working on a mid-size electric pickup… Join the club
Kia first revealed its electric pickup truck at its investor day last year. This year, Kia has shared a bit more information about the pickup, including that it will be available as both a battery-powered EV and an extended-range EV (EREV) with an internal combustion power source.
The mid-size truck is aimed at the American market, which could be its downfall.
Said CEO Ho Sung Song to Automotive News: “We are now seriously studying how to get into the pickup truck market in the United States through a different model that is not the Tasman. We have to develop different, new segments for our business. One is the light commercial vehicle segment. Another is the pickup truck segment.
“This is an opportunity, not a risk.”
Kia is definitely not wrong in attempting to diversify its lineup. Kia has largely focused on commuter cars, but branching out could help them compete in a wider range of sectors, especially with China dominating the cheap, small car market. But I’m not sure the EV pickup is the right move.
Ford recently gave up on the F-150 Lightning after declining sales — Americans don’t really want electric pickups. They don’t want EVs at all. EV sales have continued to decline now that there is no government incentive and prices keep skyrocketing. Ford’s response was to drop the Lightning and start planning a $30,000 EV pickup.
And by 2030, there will also be plenty of other mid-sized EV pickups competing for dwindling customers. This includes the arrival of the long-awaited Scout and even Hyundai’s first attempt at a mid-sized pickup for America. There will also be the Ford Ranger, Toyota Tacoma, and Chevrolet Colorado.
Meanwhile, China’s electric vehicles are only getting more advanced and even cheaper. By 2030 I assume they will be $12.50, charge in 2.5 seconds, and reach 60 miles per hour in a millisecond. And with President Donald Trump continuing to flirt with the idea of letting these vehicles into America, we could see their pickups here as well.
I don’t want to seem like a Debbie Downer, but I think there are better things Kia could be working on the next four years than a mid-size electric pickup truck. Interest for electric vehicles is continuing to disappear fast in America and competition is picking up. These two factors make this plan seem quite questionable to me.
You’re never going to make fetch happen, Kia.
