As tough as things will be for the brand in Australia, we think it would be even more difficult to make a success of a Kia pickup in the US – at least initially. Brand bias, xenophobia, and other prejudices suggest that this may not be the market for a new South Korean truck, but if anybody can convert hardcore truck fans, it’s probably Kia.
The brand has transformed its image in recent years and is now seen as a relatively affordable haven of reliable and generally excellent cars – recent Tik-Tok-inspired thefts of outdated cars notwithstanding.
If Kia can make a great vehicle and prove that it can handle the grueling Australian Outback, Americans may just begin to clamor for it in the same way they do the HiLux and other formidable forbidden fruit.