Kia is poised to enter the North American electric pickup truck market, presenting a potential challenge to established players like Tesla with its Cybertruck and Ford with its F-150 Lightning. The Korean automaker officially confirmed its plans during its 2025 CEO Investor Day in Seoul, signaling a significant step in its global electrification strategy.
The yet-to-be-named electric pickup is specifically designed for the North American market and will be built on a dedicated EV platform engineered for both urban and outdoor environments, according to Kia. This suggests a focus on versatility, catering to a broad spectrum of customers from city dwellers to outdoor enthusiasts. Kia aims to deliver "best-in-class interior and cargo space," a "robust towing system," strong "off-road capabilities," and "advanced infotainment and safety features."
While specific details like battery capacity, range, motor configuration, pricing, and dimensions are still under wraps, industry watchers anticipate a launch around 2026 or 2027. Kia has set an ambitious mid-to-long-term annual sales target of 90,000 units for this electric truck, aiming for a 7% share of the combined U.S. and Canadian pickup market. For context, Ford sold just over 7,100 F-150 Lightning electric trucks in the first quarter of 2025, while Tesla delivered fewer than 12,000 Cybertrucks during the same period.
Kia's approach appears to be targeting a more accessible segment compared to the full-size F-150 Lightning and the polarizing Cybertruck. The new EV truck will be a distinct model from the Kia Tasman, a combustion-powered pickup slated for markets like Australia and South Korea. Prototypes resembling an EV9-sized pickup with Santa Cruz taillights have been spotted, hinting at a possible design direction.
One of the key differentiators could be Kia's focus on a mid-size offering. While the F-150 Lightning goes full-size, Kia is targeting buyers who want versatility and adventure-readiness without needing a full worksite monster. Kia's electric pickup is expected to be more off-road capable than the Hyundai Santa Cruz, offer a stronger towing system than many existing compact EVs, and deliver premium interior space without a luxury price tag, blending tech, range, and rugged styling.
The F-150 Lightning and Tesla Cybertruck offer different strengths. The Cybertruck boasts unique styling and a higher towing capacity (11,000 pounds) compared to the Lightning (up to 10,000 pounds). However, the Lightning offers a more traditional truck design, better interior controls, and features like Onboard Scales and Smart Hitch. The Lightning is also praised for its value, advanced towing tech, and spacious interior, while the Cybertruck's unconventional shape and limited smartphone connectivity have drawn criticism. Kia's entry into the electric pickup arena comes as part of its "Plan S 2030" strategy, which aims to expand the company's electric vehicle lineup to 15 models by 2030, with a global EV sales target of 1.26 million units annually.
