Should the Big Three Be Worried About a Pickup Truck Threat from Korea?
Kia Motors Corp. 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.
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| In a relatively short amount of time Kia has carved out a niche for itself in North America, and something like the KCD4 Mojave pickup truck concept would further their advancement. (Photo: Kia Canada) |
No doubt perceptions would change further if the South Korean automaker chose to build the KCD4 Mojave pickup truck concept that debuted to the press at the Chicago Auto Show last week.
During the public access part of the event Kia has been busy asking show goers what they think, and at least initially opinions have been positive.
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| "We hope that by showcasing designs like the Mojave more people will become aware of, and interested in, the Kia brand," stated Peter Butterfield. (Photo: Kia Canada) |
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.
"The Mojave represents a great opportunity for Kia to continue to affirm our commitment to the North American market," said Peter Butterfield. "We continue to invest heavily in the U.S. and around the world to support the steady expansion of sales and market share for Kia globally, and we hope that by showcasing designs like the Mojave more people will become aware of, and interested in, the Kia brand."