Private and fleet buyers looking for a “tool of trade” ute are in the crosshairs of the new Tasman – but Kia dealers think it has wider appeal for off-road SUV customers.
The 2025 Kia Tasman could potentially steal sales away from some of the most popular off-road SUVs on the market, according to those within the company.
Speaking to Drive, Kia Australia’s General Manager of Product Planning Roland Rivero said the majority of initial interest in the Tasman will be from those looking for a workhorse, with many of those sales coming from fleet buyers.
“I think a big component of it will be traditional [ute buyers],” he said.
“We can’t forget we have a big component of fleet customers, who currently buy light-commercial vehicles from the current competitive set.
MORE: 2025 Kia Tasman unveiled – New Korean ute to upset Ford Ranger and Toyota HiLux
“So we’re hoping to attract some of those who actually already buy other Kia products – and we’ve formed relationships with them, they trust our brand, they trust our aftersales.
“But on top of that, we do have a distinctly different product.”
Citing feedback from dealer representatives, Mr Rivero said there is a belief the uniquely-styled Tasman could also attract customers from off-road SUVs who would traditionally be drawn to models like a Toyota LandCruiser Prado or Nissan Patrol.
“[The dealers] brought to our attention the opportunity also, they said: ‘Look, we think there’s an opportunity to tap into Prados, to tap into Patrols – [which] are SUVs – just given the comfort of the interior, and how SUV-like the interior is, you’re going to convert some of those, also’.
MORE: Designer reveals why 2025 Kia Tasman ute looks so different
“So I think the opportunity for Tasman is quite broad,” Mr Rivero said.
However, Dean Norbiato, Kia’s general manager of marketing, emphasised the Tasman was created fundamentally as a “tool of trade” ute.
“Anyone looking for a dependable ute that can tow three-and-a-half tonne … that has a skew towards fleet is where [the Tasman is] initially is going to be positioned – so we’re not going after a new ‘blue ocean’ with regards to [this] product,” Mr Norbiato told Drive.
The post Kia Tasman eyes Toyota Prado and Nissan Patrol buyers appeared first on Drive.