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2004 Kia KCV4 Mojave Concept

A Midsize Pickup from Korea?

A what? A Kia pickup truck you dont say? Such were the rumblings on the floor of the Chicago auto show earlier this month when Kia Motors Corp. unveiled its new light truck concept.

Most in attendance expected Hyundai to be the first Korean automaker to come to market with a pickup, and it may still be. But Kia beat its partial-parent rival to the auto show circuit with a very impressive looking KCV4 Mojave.

Kia has done well in North America during its relatively short initiation period, with its small cars selling well and larger Sedona minivan and Sorento SUV changing perceptions about the brand.

No doubt perceptions will change

Kia surprised a number of people, journalists included, by beating Hyundai to market with the first Korean pickup truck. (Photo: Kia Motors America)

further if the South Korean automaker actually chooses to build the Mojave concept.

During the public access part of the event Kia was busy asking show goers what they thought of the new truck, and at least initially opinions were positive.

But more than just changing perceptions, a pickup truck would surely help Kia to attain its lofty target

A pickup truck from Kia would further change perceptions of the brand and no doubt win over new customers. (Photo: Kia Motors America)

of 500,000 new U.S. vehicle sales annually by 2010. And how likely is this goal? With more than 238,000 U.S. unit sales during 2003, and targets set at more than 250,000 in 2004 the company is definitely on a growth pattern. Still, whether it will double that volume in only six additional years is questionable.

"The Mojave represents a great opportunity for Kia to continue to affirm our commitment to the North American market," said Peter Butterfield,

The Mojave is built on the same platform as the Sedona and Sorento, so the chances of it coming to market are high. (Photo: Kia Motors America)

president and CEO of Kia Motors America. "We continue to invest heavily in the U.S. and around the world to support the steady expansion of sales and market share for Kia globally, and we hope that by showcasing designs like the Mojave more people will become aware of, and interested in, the Kia brand."

Being based on the Sedona and Sorento the possibility of it coming to market is considerable, being that a new platform is not needed and profits could potentially be high.

Kia would need to

"The Mojave is an outstanding example of what Kia is capable of delivering," stated KMA CEO Peter Butterfield. (Photo: Kia Motors America)

expand its current factory or build an additional production facility first, so that it could keep up with capacity mind you. And partial-parent (40 percent) Hyundais new Alabama facility is out of the question, being unsuitable for pickup production.

"The idea behind the Mojave project was to take advantage of Kias research and development resources and create a concept vehicle that is closely aligned with Kias positioning in North America," commented Butterfield. "Despite the fact that we do not currently have a factory with the capacity, or the location, to manufacture this truck, the Mojave is an outstanding

Under the direction of Designer and Senior Research Engineer, Lee Jae-Rim, the Mojave is targeted at Generation Y customers. (Photo: Kia Motors America)

example of what Kia is capable of delivering, and will allow us to conduct consumer research at the Chicago International Auto Show to gauge consumers reactions."

On the same subject Butterfield added, "In order to make it economically feasible because of the tax laws, we would need to build it in North America... Wed have to build a plant or find a plant to build these things."

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