Kia Defends the Tasman Ute Despite Harsh Criticism Over Design

Kia Australia is standing firm in its ambitious plans to make the new Tasman ute a success, despite an unexpectedly harsh reaction to its design. Potential customers and commenters have been quick to criticize the look of Kia’s first dual-cab ute, sparking heated discussions across online platforms. However, Kia insists that the Tasman’s real strengths lie beyond aesthetics, pointing to its practicality, off-road capabilities, and robust diesel engine.

Dennis Piccoli, Kia Australia’s Chief Operating Officer, shared the company’s vision for the Tasman, emphasizing that the South Korean automaker is targeting high sales numbers to make its first ute a success. “There is a significant pool of people who want an exceptionally dependable two-litre-plus, four-cylinder engine that can be there every single day with them at work and not be on the side of the road because it’s broken down,” said Piccoli. The company is confident that its rugged, utility-focused approach will resonate with buyers, aiming for a substantial 7-10% of the market share—roughly 20,000 units sold in the first year.

In reaching this target, the Tasman would need to compete with established models like the Mitsubishi Triton, Nissan Navara, and Mazda BT-50, along with budget-friendly options such as the GWM Ute and SsangYong Musso. Not only that, but the Tasman would potentially rank close to Kia’s current best-seller, the Sportage SUV, which is expected to reach 22,000 sales by year’s end.

Much of the negative reaction has focused not on the Tasman’s specifications but on its utilitarian, boxy design. This backlash fell heavily on John Buckingham of Kia’s Next Design Exterior Division, who presented the ute at its unveiling. Buckingham acknowledged the criticisms, expressing the personal connection that designers feel toward their work. “I care, yeah,” he said. “Designers, more than anyone, are emotionally driven people. We start off by trying to create this emotional connection with the product and this character.”

Kia’s vision for the Tasman is clear: a rugged and dependable workhorse that’s built to last, even if it doesn’t appeal to every taste at first glance. As the brand seeks to carve out a significant share in the competitive ute market, it remains confident that buyers will eventually see beyond the surface, embracing the strengths that make the Tasman a unique offering.