A Midsize Pickup from Korea?
A what? A Kia pickup truck you don't say? Such were the rumblings on the floor of the Chicago auto show earlier this month when Kia Motors Corp. unveiled its new light truck concept.
 |
| Kia surprised a number of people, journalists included, by beating Hyundai to market with the first Korean pickup truck. (Photo: Kia Canada) |
Most in attendance expected Hyundai to be the first Korean automaker to come to market with a pickup, and it may still be. But Kia beat its partial-parent rival to the auto show circuit with a very impressive looking KCV4 Mojave.
Kia has done well in North America during its relatively short initiation period, with its small cars selling well and larger Sedona minivan and Sorento SUV changing perceptions about the brand.
No doubt perceptions will change further if the South Korean automaker actually chooses to build the Mojave concept.
 |
| A pickup truck from Kia would further change perceptions of the brand and no doubt win over new customers. (Photo: Kia Canada) |
During the public access part of the event Kia was busy asking show goers what they thought of the new truck, and at least initially opinions were positive.
But more than just changing perceptions, a pickup truck would surely help Kia to attain its lofty target of 500,000 new U.S. vehicle sales annually by 2010. And how likely is this goal? With more than 238,000 U.S. unit sales during 2003, and targets set at more than 250,000 in 2004 the company is definitely on a growth pattern. Still, whether it will double that volume in only six additional years is questionable.