- Kia Tasman sales fall far short of expectations in Australia
- Price cuts and free accessories offered just months after launch
- The ambitious 10,000-unit sales target for 2025 looks out of reach
- Rivals like the Toyota HiLux and Ford Ranger continue to dominate
- Kia confirms a Tasman-based SUV could follow if the ute succeeds.
Kia’s first-ever ute, the Tasman, was supposed to rewrite the brand’s Australian story. The Korean automaker pitched it as a rugged, all-new contender to Australia’s best-selling vehicles, the Toyota HiLux and Ford Ranger. With a bold design, solid off-road prowess, and a 2.2-liter turbo-diesel engine delivering 207 hp and 325 lb-ft of torque, the Tasman promised the right mix of muscle and modernity. Yet just months after launch, that momentum is quickly stalling. And if the decline continues, the Tasman-based SUV will never see the light of day.
Rocky Sales Numbers
Kia
When Kia introduced the Tasman, it set an ambitious target: 10,000 sales before year-end, and double that in 2026. But since deliveries began in late June 2025, fewer than 2,500 units have reached Australian buyers. To put that into perspective, Toyota sold around 14,500 HiLuxes in the same three-month stretch, with the Ford Ranger close behind. So, what went wrong? Part of the issue lies in Kia’s launch strategy. The company led with high-end dual-cab variants, delaying the more affordable single-cabs that appeal to fleet and trade buyers – the backbone of Australia’s ute market. Combined with Kia’s newcomer status in this segment, it’s no surprise buyers are hesitant.
Discounts and Freebies
Kia
In an effort to boost momentum, Kia has already introduced heavy incentives. The flagship Tasman X-Line now starts from $67,990 AUD, down about $3,000 AUD. Buyers also get a free Sports Pack valued at nearly $4,000 AUD, which adds a tonneau cover, sports bar, and side steps – bringing total savings close to $7,000 AUD. While that’s great for consumers, such early markdowns suggest internal pressure to move inventory. However, on the other side of the planet, Kia’s US sales are soaring, driven by SUVs like the Sportage and Telluride.
Kia’s Upcoming SUV Plans Hinge on Tasman Sales
Despite the Tasman’s slow start, Kia remains cautiously optimistic. Kia Australia Chief Engineer, Graeme Gombold, has confirmed that a Tasman-based SUV could become a reality, stating, “If Tasman is a success, then it will open many doors, so let’s get Tasman right first.” Expected to compete with the Ford Bronco and Toyota 4Runner, the SUV could reach dealer floors as early as 2029. Still, convincing buyers to leave trusted nameplates will remain a major hurdle. With the Tasman unavailable in the US, its success – and the future of any models derived from it – depends on Australian, Korean, Middle Eastern, and African customers. Without a clear plan to capture the local ute market, the Tasman risks becoming nothing more than another over-ambitious newcomer.
