Kia Australia Confident Tasman Ute Will Hit 20,000 Sales in First Year

Kia Australia’s top executives are optimistic about the incoming Tasman ute, expressing confidence that initial lukewarm reactions to its design and specifications are starting to shift. The company is holding firm on its ambitious goal of selling 20,000 units annually, with around 50% of sales expected to come from fleet and business customers.

A Positive Shift in Perception

Speaking at a pre-Christmas media briefing in Sydney, Kia Australia’s leadership acknowledged the popularity of rival utes with more powerful engines and sportier trims but maintained their focus on the Tasman’s practical strengths. Despite speculation about potential six-cylinder and hybrid options, the Tasman will launch with Kia’s proven 2.2-litre four-cylinder turbo-diesel engine. This choice reflects the brand’s intent to position the Tasman as a dependable “tool of trade” rather than a flashy showpiece.

Marketing boss Dean Norbiato noted a growing interest in the vehicle. “Interest in the Tasman post-launch from a pre-order and customer response point of view is steady,” he said. As of December 2024, the Tasman’s website is receiving approximately 60 expressions of interest daily, and total pre-orders and expressions of interest stand at nearly 20,000.

Tackling the Aesthetic Narrative

Kia Australia CEO Damien Meredith and the executive team acknowledged the mixed public reception to the Tasman’s design. However, Mr. Norbiato was quick to highlight a positive trend: “The more time [people] see it and spend with it, we’re really starting to see a narrative shift in terms of opinion.”

This evolving perception is crucial as Kia works to position the Tasman as a practical and reliable choice for Australian buyers. Fleet and business customers are expected to play a significant role in the ute’s success, with early interest indicating a strong demand in this segment.

The Road Ahead

The Tasman is set to hit Australian roads by mid-2025, and Kia is cautiously optimistic about its market debut. While pre-orders and expressions of interest are encouraging, the company remains reticent about how many of these will convert to firm sales.

With a dependable drivetrain, competitive pricing (yet to be confirmed), and a growing shift in public perception, Kia Australia is betting big on the Tasman to carve out its space in the highly competitive ute market.

Stay tuned for more updates as the Tasman gets closer to its launch date.

Credit: GoAuto.com.au