Why the Kia Tasman looks so different
There have been Korean double cabs before (such as the Hyundai Santa Cruz), but never one quite like this. Will the Kia Tasman prove that looks don’t matter?
The Kia Tasman – Hyundai’s sister brand’s first proper double-cab bakkie – doesn’t have an accidental name. “Tasman” is thoroughly Australian, symbolising the importance of the world’s biggest island to global bakkie marketers, who undoubtedly also have South African bakkie buyers in mind…
Australians and South Africans have very similar customer preferences and driving conditions for double-cab bakkies (they also share predilections for outdoor pursuits, beer and braaiing). The Tasman received a lot of design and development input from Australia, which bodes well for its SA debut next year.
As you’d expect from a Korean company, Kia isn’t chancing its arm with the Tasman – it’s being daring. The global bakkie market is worth a staggering R5.8 trillion, and Kia has invested a lot of money to ensure the Tasman is successful – but also distinctive as a model from the South Korean marque’s stable.
See also: Kia Tasman – Key Rivals, Likely Price Positioning & Design Insights
Kia models should always look unconventional
        The Tasman’s exterior design has stimulated much debate. Specifically, a relatively small design feature of the bakkie (its headlamps) has sparked a lot of discussion. Mounted to the leading edges of the newcomer’s front wheel arches, the Tasman’s headlamps are exceptional, but not for the sake of it.
Daring design is inherent to Kia. Since the company appointed former Audi and VW design master, Peter Schreyer, to its team in the mid-2000s, it’s created a portfolio of distinctive cars. In all classes. From the Picanto city car to Kia’s huge 7-seater Telluride SUV, the designs are never conservative or boring.
Kia has developed a reputation for daring design, and Tasman must defend it. Kia’s brand association and -legacy dictates that it cannot look like a generic bakkie. And it doesn’t. Former BMW designer Karim Habib has been leading the Kia design centre since 2019. Habib worked on the 5th-gen BMW 7 Series and has overseen an evolution of even more radically styled Kias during the last few years.
The Tasman is simply a bakkie version of Kia’s established language. What matters is that its design language doesn’t compromise functionality.
Are those headlamps clever?
        Lighting technology has advanced remarkably in the past decade. Powerful LEDs and adaptive intelligent lighting solutions mean cars (and, therefore, bakkies) can now have more powerful lighting and better low-light/nighttime driving awareness than ever, but without requiring huge headlamps. And that matters.
Oversized headlamps are a packaging issue. As a front design feature, they are very vulnerable to damage. This is especially true for bakkies that travel thousands of kilometres on dirt roads, where stone chips from leading vehicles can easily project a stone into your bakkie’s headlamp and crack it.
And the larger that headlamp is, the more likely it is to get impacted by a gravel surface stone flung by the rear tyres of a vehicle you are following.
It’s even more pronounced in areas with much construction activity and indifferent road quality… such as South African urban centres. Most of us have endured that awful sensation of hearing debris clatter into our car’s headlamp, body or windscreen when following a truck past a construction or road works zone.
Why the Tasman’s headlamps look unusual
        The solution to that headlamp damage risk? Well, simply put, the smaller the headlamp surface area, the lower the risk of incurring damage from flying road debris, or very low-speed front-corner impacts.
With advanced LEDs, you can have smaller headlamps mounted in a more recessed position, shielded from impact – without sacrificing any illumination capability. That’s what Kia’s done with the Tasman!
Those offset headlamps, mounted away from the grille on the front fender edge, have the lowest possible risk of being ruined by a flung stone when you’re trailing a convoy on a gravel road – or travelling behind a construction truck.
The Kia’s headlamps offer great functionality, a lower risk of damage AND give it a distinct appearance.
Form follows Function
        The bakkie market has a strange asymmetry in customer expectations and product capabilities. Tradition says that bakkies must be excellent load carriers. However, very few double cabs operating in South African cities carry more than 25% of their capacity – even for a few hours.
It’s why most bakkies have such terrible ride quality: they’re configured with completely over-sprung rear suspensions… to carry loads that are never loaded. Kia’s added hydraulic rebound stop technology to the front and rear suspension, to mute some of the traditional bakkie ride quality harshness when unladen.
Having invested so much in the Tasman’s R&D, Kia is building a broad portfolio with its new model: from work bakkies to leisure double cabs and serious 4×4 versions. The standard 4×2 versions are graded for 231 mm of underbody clearance, while the X-Pro 4×4 has 252 mm.
It’s wise to split the ground clearance specification like that – it gives buyers who need a bakkie with true grade 4/5 off-road ability the extra ground clearance option but retains slightly lower clearances for the bulk of its Tasman range, which caters for leisure double-cab buyers, who need the better high-speed tracking (for cruising) or -cornering ability afforded by a slightly lower centre of gravity.
Why Kia SA needs the Tasman
        For most car companies, the bakkie market is deeply alluring but also desperately unforgiving, just ask Mercedes-Benz, which made a rare misstep with the Navara-based X-Class. Double-cab bakkies are terrifically profitable with reasonably simple construction techniques and lower manufacturing costs.
The South African market is defined by its import taxes and how those inflate base prices for importers, compared to locally manufactured bakkies (Ford Ranger, Toyota Hilux, Isuzu D-Max and Nissan Navara).
Mazda’s decision to discontinue its BT-50 proves that a good double-cab bakkie model, even one with an established heritage, can fail in the local market – if it’s an imported product.
See also: Mazda SA boss sounds warning to imported bakkies
Kia’s Tasman will navigate the same taxation and tariff matrix that other imported double cabs such as the recently introduced new-gen Mitsubishi Triton and Chinese bakkies do. The difference with Kia, however, is that it has built a South African brand presence and customer loyalty over 3 decades.
        It also leverages the South Korean brand’s design and product quality association, which has become an invaluable differentiator for all Korean products in the last few years – from consumer electronics to cars.
Add to that a distinctive design, typically excellent device synching and infotainment UX, all built upon a rugged ladder-frame chassis with a proven turbodiesel engine. It certainly looks promising for Kia.
Kia Tasman will be a halo model
The Tasman will never be a volume seller, but Kia South Africa and its dealers need it to be a halo model. This double-cab bakkie is a vital offering to have. Why? Having happy Sportage and Sorento customers exit the brand, being conquered by similarly priced double cab bakkies, is bad business.
With the Tasman, those Kia SUV customers who want something bigger and more rugged can now be retained. Its value is graduating Kia’s higher-income South African buyers to a product offering with huge passenger vehicle appeal, as proved by Hilux and Ranger, despite its commercial vehicle billing.
See also: Kia Tasman – Key Rivals, Likely Price Positioning & Design Insights
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