Despite its North American target audience the Mojave was designed at the Kia/Hyundai Research & Design Center in NamYang, South Korea, under the direction of Lee Jae-Rim, Designer and Senior Research Engineer on the Advanced Design Team at Nam Yang.
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| Under the direction of Designer and Senior Research Engineer, Lee Jae-Rim, the Mojave is targeted at Generation Y customers. (Photo: Kia Canada) |
"Our design objectives for the Mojave were unique in that we attempted to combine a forward-thinking cabin with an advanced, open and modern feel that would appeal to Generation Y consumers," stated Lee. "Alternately, the exterior design combines a more traditional exterior truck profile made up of simple, basic forms that clearly communicate the rugged capability of the vehicle."
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| Kia has no intention of trying to beat the Big 3 at their own full-size game, instead building the smaller Mojave to compete against other import compact pickups. (Photo: Kia Canada) |
While rugged, the Mojave's midsize dimensions make it fairly obvious that Kia won't be targeting the Big 3 trucks, nor Toyota's Tundra or Nissan's Titan, but rather focus its attention on the Gen Y buyer, that might otherwise purchase an import compact pickup. While about 178 mm (7 inches) longer than the Toyota Tacoma Xtra Cab and 76 mm (3 inches) greater than the Chevy Colorado Extended Cab, the Mojave is substantially shorter than full-size pickups as well as the midsize Dodge Dakota, the latter by about 127 mm (5 inches). It's near identical in length to Ford's Ranger Supercab.
But much more multi-functional than any of the above, its innovative features include a bed extender that's closer to GM's phenomenal mid-gate system that debuted on its Avalanche SUT. A power-sliding bulkhead is said to "expand the size of its cargo bed" from 1,803 mm (71 inches) to 2,184 mm (86 inches), according to Kia.