The KIA Tasman is one of the standout products of the South Korean automaker in recent years. Launched globally at the end of 2024, this model is considered the first pickup truck in KIA's history, marking the brand's entry into a segment long dominated by Japanese and American automakers.
Therefore, the unexpected public display of the Tasman at a recent event organized by THACO AUTO attracted significant attention from the Vietnamese automotive community. This move further fueled speculation about the possibility of this pickup truck soon being officially distributed in Vietnam. Previously, the Tasman had also appeared on the streets of the Central Highlands region (with Cambodian license plates) and in some other THACO activities.
With its frequent appearances at various events, it's highly likely that the KIA Tasman will soon be distributed in Vietnam.
PHOTO: CHI TAM
Not only is it noteworthy for its novelty, but KIA's model is also a product with significant investment aimed at competing in the mid-size pickup truck segment. The vehicle uses a body-on-frame chassis, boasts a cargo capacity of over 1 ton, and a maximum towing capacity of up to 3.5 tons. These are all considered standard specifications for a versatile pickup truck today.
In many markets, the KIA Tasman is positioned to target customers who need both daily use and the ability to handle challenging terrain. Notably, despite being a pickup truck, the Tasman's interior is designed with a modern aesthetic, featuring many amenities commonly found in SUVs or crossovers.
However, from a market perspective, if distributed in Vietnam, the Tasman would enter a very challenging playing field. According to sales figures from the Vietnam Automobile Manufacturers Association (VAMA), the domestic pickup truck market is expected to record total sales of over 27,000 vehicles in 2025, a 14.5% increase compared to the previous year and setting an all-time high. This shows that the appeal of this vehicle segment remains quite strong, despite the boom in SUV and crossover models.
Despite being a pickup truck, the KIA Tasman is still equipped with a range of modern amenities and technologies.
PHOTO: CHI TAM
Nevertheless, this segment remains highly concentrated. Ford Ranger alone sold nearly 18,700 vehicles in 2025, equivalent to approximately 70% of the entire segment's market share. Other competitors such as Mitsubishi Triton, Toyota Hilux, and Isuzu D-Max contributed negligible sales. This reality means that the challenges for newcomers entering the segment will be significant.
Furthermore, in addition to competitive pressure, the pickup truck segment in Vietnam has recently faced debates regarding its management. Specifically, the classification of double-cab pickup trucks as trucks in some current regulations has led to differing interpretations and applications in vehicle classification and traffic in certain localities. This has caused some concern among potential buyers of pickup trucks.
If distributed in Vietnam, the KIA Tasman would have to compete with many formidable rivals, especially the Ford Ranger.
PHOTO: CHI TAM
Returning to speculation surrounding the KIA Tasman model, although THACO AUTO has not yet announced plans to distribute the KIA Tasman in Vietnam, according to sources from Thanh Nien newspaper, the joint venture is currently surveying market reaction to develop a suitable pricing strategy for the Korean pickup truck. The sources also indicate a high probability that the Tasman will be officially distributed in Vietnam in the near future.
If that becomes a reality, the Tasman will fill a missing piece in KIA's product lineup in Vietnam, offering customers more choices. However, the success of this model largely depends on how THACO AUTO positions and prices it, especially given the presence of very strong competitors in the mainstream pickup truck segment in Vietnam.