Kia Unveils Hybrid, EREV Pickup Truck for U.S. Market by 2030

Kia has officially announced plans to introduce a midsize body-on-frame pickup truck to the U.S. market by 2030. This announcement comes amid Hyundai’s unveiling of its Boulder concept at the New York International Auto Show, which also aims to target the same market segment. Both automakers are responding to growing consumer demand in this competitive vehicle category.

Kia’s New Pickup Truck Details

Kia’s upcoming truck will feature both hybrid and extended-range electric vehicle (EREV) powertrains. The automaker has promised essential features for mid-size pickup buyers, including:

• Ample interior space
• Robust off-road capability
• Towing capacity

A teaser image from Kia hints that the truck may resemble a double-cab pickup towing a camper. Details regarding its design remain under wraps, but there are high hopes it will surpass the aesthetics of the Tasman pickup, which is currently sold in other markets.

Market Goals and Competition

Kia has set ambitious sales targets for this new truck. During the company’s Investor Day, CEO Ho Sung Song announced a goal to achieve 90,000 annual sales and capture 7% of the midsize pickup segment by 2034. For comparison, sales figures from 2025 show:

Currently, the Toyota Tacoma is the only midsize truck offered in hybrid form in the U.S. This shift towards hybridization and EREV technology is part of Kia’s broader strategy to reach a million sales annually in the U.S. by expanding its hybrid lineup from five to eight vehicles.

Future Electric Vehicle Expectations

Kia is adjusting its electric vehicle (EV) expectations for 2030. The automaker now anticipates selling 1 million EVs, down from previous projections of 1.3 million and 1.6 million units. Despite these changes, Kia is confident about the growth potential of models like the Sportage and the new Telluride, which are expected to see significant sales boosts.