Kia Tasman – Key Rivals, Likely Price Positioning & Design Insights
Now that the dust has settled and the keyboard warriors have fired their shots, Hannes Oosthuizen takes a closer look at Kia’s first-ever leisure-segment pick-up, including its SA-market rivals, likely price positioning and chats with the design team behind the bold looks.
Like most South African car industry observers, I’ve been following the development of the Kia Tasman with keen interest. After all, we are a bakkie market, and are regarded by the world’s brands as a key region for this type of vehicle. And yet, there are so many brands that have simply not managed to achieve success. More problematic for the product planners, perhaps, is that there doesn’t appear to be a magic bullet.
Mercedes-Benz, a brand with deep roots in South Africa, launched the X-Class, based on the Navara (a respected contender), priced it at a premium and failed. Mazda had the Isuzu D-Max-based BT-50 (again, an attractive offering based on an established, trusted model) and it failed.
With the benefit of hindsight, we can identify the reasons why those vehicles have failed, but at the same time several attractive offerings are available at lower prices than the Big 3, and yet their impact on the market has also been minimal. Truth be told, there simply hasn’t been a vehicle that has been able to threaten the top 3 (Ford, Toyota and Isuzu), for some time. Can the Tasman do it straight off the bat? It’s a question that deserves some analysis, because those are the exact three vehicles that Kia has targeted for the Tasman.
A few important things to keep in mind
The Kia Tasman is targeted at major pick-up markets in Australia, Africa (more specifically South Africa) and the Middle East. It will not be going to America, for example, or even Europe (at least not at this point). It is based on an all-new ladder-frame chassis, and will be offered in Single-, Double and Chassis-Cab configurations.
Initially, the engine line-up consists of the brand’s trusty (154 kW/441 Nm) 2.2L turbodiesel engine, and a (207 kW/421 Nm) 2.5L petrol engine. Eight-speed automatic and six-speed manual transmissions have been developed for the Tasman. The two derivatives unveiled in Jeddah recently (X-Line and X-Pro) are fitted with all-wheel drive as standard, but there is mention of a lower-spec variant without all-wheel drive, too. The Tasman will be built in South Korea.
When it comes to South Africa and the derivatives you will be able to buy here, and for how much, there are still some question marks. Firstly, yes, the single-cab exists, but it is clear that the Kia Tasman is targeted at the leisure end of the market, and so for South Africa the focus is likely to (initially at least) fall on the X-Line and X-Pro Double-Cab variants with all-wheel drive and automatic transmissions. While the Tasman is likely to hit the SA market in the second half of 2025, it is not yet clear whether single-cabs will make part of the initial mix. Also uncertain (and unlikely, if I read between the lines) at this point, is the 2.5L petrol engine.
So, take all of that into account, and it is safe to say that the core of the Tasman line-up in South Africa will be as follows;
- 2.2 TD X-Line Double-Cab AWD Automatic
- 2.2 TD X-Pro Double-Cab AWD Automatic
For the record, X-Pro is a more off-road focused variant. It provides an additional Rock mode, specifically designed to enhance performance on challenging mountainous terrains. In the Middle East and Africa, Desert, Mud, Snow and Rock modes are fitted to all-wheel-drive variants.
The X-Pro also gets an automatically engaging rear Electronic Locking Differential (e-LD) and X-Trek mode. X-Trek mode enables the vehicle to maintain a low speed off-road without the need for manual acceleration or braking, ensuring smooth navigation through rough terrain.
So… with the above information in mind, as well as insights gained during my visit to Jeddah for the Tasman’s launch, I am quite confident in the following market positioning (as well as pricing) of the Kia Tasman.
Key Local Rivals & Potential Pricing
The three key vehicles in the Tasman’s sights are:
- Ford Ranger Double-Cab Wildtrak 2.0BiTDI 4×4 Auto
- Toyota Hilux Double-Cab Legend 2.8GD-6 4×4 Auto
- Isuzu D-Max 3.0TD V-Cross 4×4 Auto
It is my analysis that the flagship Tasman (the off-road optimised X-Pro with its 17-inch wheels and rugged all-terrain tyres) will target the three rivals above, and at current pricing levels/exchange rates, would come in at under R1m. For the X-Line with its slightly more on-road biased spec (ride height is 28mm lower and the 18-inch wheels are fitted with mixed-purpose tyres), the price point might be more in line with the Range XLT – roughly a R100 000 price difference. As things stand then, I am predicting that the Tasman is initially likely to play in the R850k to R990k pricing band.
| 2.2 TD X-Pro Double-Cab AWD Automatic | Ford Ranger Double-Cab Wildtrak 2.0BiTDI 4×4 Auto | Toyota Hilux Double-Cab Legend 2.8GD-6 4×4 Auto | Isuzu D-Max 3.0TD V-Cross 4×4 Auto | |
| Price | TBC | R953 800 | R909 400 | R916 400 |
| Engine Outputs | 154 kW / 441 Nm | 154 kW / 500 Nm | 150 kW / 500 Nm | 140 kW / 450 Nm |
| Tow Rating | 750 kg / 3 500 kg | 750 kg / 3 500 kg | 750 kg / 3 500 kg | 750 kg / 3 500 kg |
| Dimensions | 5410 mm length 1930 mm width 3270 mm wheelbase | 5350 mm length 2015 mm width 3270 mm wheelbase | 5325 mm length 1900 mm width 3085 mm wheelbase | 5333 mm length 1880 mm width 3125 mm wheelbase |
Based on the above information, the Tasman certainly has the power, the spec and the dimensions to go head-to-head with its rivals. But is matching (or slightly bettering the competition) enough to convince buyers out of the Top 3 and into Kia’s first-ever offering?
If you look at the three main rivals within a South African market context, it is clear that Ford leads the way in the Double-Cab Leisure segment, with Isuzu and Toyota (to a slightly lesser extent) also depending heavily on Single-Cabs to make up volume. In my view, and given the limited initial line-up of the Tasman, you should not expect Tasman volumes to shock the top three… at a model level. However, I do think that if you drill down to specifically Ranger Wildtrak level (and sales volumes), the Tasman might spring a surprise…
Here’s why. What is core to the Range Wildtrak’s appeal? Of the existing top 3 it certainly has the best interior with the most modern infotainment solutions. It is the most car-like to drive. It offers a staggering number of accessory options (by Ford, or by third-party suppliers), and with the halo-effect of the Raptor above it, there is a cool factor to the Ranger that the other three simply lack. Design is key, and in this particular niche of the market, appearances count for a lot…
Three key areas in which the Kia Tasman HAS to give the Ranger Wildtrak a run (and does)
Given all the above, the Tasman’s solid underpinnings, on-par power/performance, benchmarked pricing etc. I believe the new Kia has the opportunity to cause trouble within its selected corner of the market because of three things;
Class-Leading Interior
I spent a significant amount of time clambering in and out of the Kia Tasman in Jeddah. To put it bluntly, it has the best cabin I’ve ever seen in a bakkie. It would, in fact, not look out of place in a R1.5m premium SUV. It makes all its competitors (yes, even the Ford), appear agricultural and outdated. There are great design touches everywhere, and the build quality is what we’ve come to expect from a R1m Kia – it’s fantastic.
Kia has equipped the Tasman’s interior with a number of practical and innovative features, such as a large folding console table, dual wireless charging pads and hidden storage bins concealed beneath the rear seats offering class-leading storage capacity of 33 litres. The Kia Tasman also boasts claimed best-in-segment headroom, shoulder room and second-row legroom of 940 mm, with the rear seats able to recline between 22 and 30 degrees.
Technology
When the Ranger first came out with its big touchscreen, wireless charge pads etc, it made the competition appear outdated. The Tasman is about to do the same.
Inside, the large air vents feature a stylish honeycomb pattern – a key theme of the interior – and the modern, minimalist lower centre dashboard and tunnel sections with carefully positioned buttons provide intuitive control of the Tasman’s features. I think it strikes a great balance between being in the touch-screen age, but still having buttons for the features you want to have physical buttons!
Speaking of screens… The 12.3-inch + 5-inch + 12.3-inch panoramic widescreen technology gives the driver and passenger access to vehicle controls and advanced infotainment options. An optional eight-speaker Harmon Kardon premium audio system is available, and of course, there is standard-fit Apple CarPlay and Android Auto integration.
Move to the loadbay and the innovation continues – standard-fit items include corner steps giving easy access to the illuminated load bed, while a power outlet (rated at 240 volts in Australia and 220 volts in other markets) for hand tools or laptops, and a sliding cargo floor that makes loading and unloading materials and equipment more convenient, are offered as optional features. Along with divider-forming capabilities for the bed, the Tasman offers optional bedside flexibility, with a mini table for items such as a Bluetooth speaker or cup.
Design
And now we come to the prickly subject of design. I say prickly, because design is so subjective, and also because Kia knows (and arguably set out to) create a vehicle that stirs debate – one that doesn’t fade into the background, and one which demands to be noticed. I’m not sure bakkies can ever be called pretty, but I do know that buyers who spend around R1m on a leisure pick-up, want it to be noticed, and want it to broadcast a sense of adventure and machismo, for lack of a better word.
I’ll give you my 2 cents and then let the head of Kia design, Karim Habib, explain the thinking. I received an official photograph of the Kia Tasman prior to its launch. To say that the image left me uncertain (and to some degree I still am), is an understatement. It was not what I had expected at all. After all, Kia makes some of the most beautiful cars and crossovers (and EVs) at the moment. And now here is the Tasman, with its obvious American truck influences – more than a whiff of classic Dodge Power Wagon and Jeep Gladiator, if you ask me.
When the covers came off at Jeddah Auto Dome, Saudi Arabia I was still left in two minds. It looks a lot better in lighter colours than I had expected, even though the lighter hues accentuate a feature I don’t really like (the black plastic wheelarch brows). In X-Pro spec, however, on those knobbly tyres, raised ground clearance and fitted with some truly awesome Kia-developed accessories, there was something very cool about it, though. Some people have said that there are shades of Mahindra Pik-Up about it, too. I understand where they’re coming from, but in the metal and up close, there is a level of micro-detailing and quality of design that a photograph struggles to convey.
Kia also used the opportunity to introduce a number of very cool factory-designed accessories, as it believes the ability to customize is vital in this segment. The Tasman will be offered with four bed accessory configurations: Single Decker, Double Decker, Sports Bar and Ladder Rack, with the first three available immediately from launch. In addition, there will be a total of 13 accessory products offered, including two types of side steps and beadlock-style wheels.
The Tasman Single Decker features a canopy and butterfly doors for easy access, and a roof rack for a rooftop tent. The Tasman Double Decker features a trunk equipped with butterfly doors and a sliding tonneau cover, offering customizable cargo space. The Sports Roll Bar variant comes with a functional frame for mounting outdoor lifestyle items. The Ladder Rack variant features a ladder-type rack and is also compatible with rooftop tents.
Do I like it? I do, actually… not because it’s pretty, but because it’s refreshing. And in the right colour and in the right spec, it looks bad-ass. And if there’s one thing I’ve learnt about the pick-up market (particularly at the higher, premium end), it is that a degree of bad-assness is never a bad thing…
Still, if you don’t like it, that’s fine. Go have a look when they arrive. Still struggling to compose my own thoughts on the design, I sat down with Karim Habib, Kia’s Head of Global Design, following the unveiling.
Q&A with Cheif Designer of the Kia Tasman Karim Habib
Mr Habib, a lot of brands have tried and failed to achieve success in the South African pick-up market. Kia has no legacy there. How much of a role does design play in unlocking success? Is the lack of a historical presence a hurdle or an opportunity for the designers?
“I would say, as a designer for Kia, it is an opportunity because… and I hope our designs say this already… Kia is a brand that is not afraid of trying new things. I think we’re quite conscious that when we come to a segment in the market we try to bring something new in terms of the customer experience, and the value of that experience.
“The company has that culture. There’s an openness to taking initiatives in design. I don’t want to say ‘risks’ but maybe ‘audacity’ is a nice word for it… In the pick-up segment we understood… in a way it’s like you turn the volume up a little higher because that loyalty is so high, and the entry barrier is so high that we felt… okay if we’re going to do something then it should mean something.
“So we’ll see, right? My understanding has always been that you have a narrow bandwidth… maybe if you take the (Tesla) Cyber Truck away yes, but there’s a narrow bandwidth into having the credentials to enter that market but at the same time if you’ve respected everything then you haven’t brought anything new, so we hope we found that frequency.”
In the South African market, the so-called halo products, such as Raptor and GR-Sport don’t only do very decent volumes, but their impact on the desirability of the more affordable variants is really important. Besides the two variants launched here in Jeddah, are you considering anything similar?
Can you please ask our CEO? Tell them we need one! (chuckles) At this moment it’s not planned, but I think… you know, we have GT as our performance branch, and within the group Hyundai obviously does N, I think to very extreme levels. We can do it, I’m pretty sure we can, if that paper is signed we will be ready to do it…
In terms of general automotive design in the world right now… not so long ago, each brand seemed to have very defined design languages – thinking of Ford with New Edge, or Cadillac with Art & Science, and so on… but we don’t really see those strongly defined design languages so much anymore. Strictly speaking, the Tasman doesn’t appear to follow an existing Kia design language. Why is that?
“I can only speak for us. For us our creative philosophy is “opposites united”. It’s purposely something that is more abstract. The most important thing that it is meant to express is how to embrace contrasts. We believe that contrasts are part of life, on a micro level, or a macro level, or a geo-political level, it’s everywhere in life, and that’s what makes it very relevant, very human, and very approachable… that idea that contrasts are part of life. In a nutshell that is how we design products.
“If you look at our products you’ll notice that we have, for example, very clean and very pure surfaces and sometimes more complex and sometimes more intricate details and that combination we believe creates something rich. On the Tasman you have just this super honest block C exterior and actually a very natural and very refined interior. So it’s not so descriptive… it’s more about principles of design.”
Summary
Given its (initial) limited product line-up, don’t expect the Kia Tasman to pop straight into top seller contention (at a model level). But I do think that within the particular niche of the Leisure Double Cab segment, currently dominated by the Ranger Wildtrak, it could actually achieve solid sales success, and a strong platform for expansion. One thing is for sure – this is no half-hearted attempt.
