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 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 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, 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 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 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."
Despite its North American target audience the Mojave was designed at the Kia/Hyundai Research & Design Center in NamYang, South Korea, under the direction of Lee Jae-Rim, Designer and Senior Research Engineer on the Advanced Design Team at Nam Yang.
"Our design objectives for the Mojave were unique in that we attempted to combine a forward-thinking cabin with an advanced, open and modern feel that would appeal to Generation Y consumers," stated Lee. "Alternately, the exterior design combines a more traditional exterior truck profile made up of simple, basic forms that clearly communicate the rugged capability of the vehicle."
While rugged, the Mojaves midsize dimensions make it fairly obvious that Kia wont be targeting the Big 3 trucks, nor Toyotas Tundra or Nissans Titan, but rather focus its attention on the Gen Y buyer, that might otherwise purchase an import compact pickup. While about 7 inches longer than the Toyota Tacoma Xtra Cab and 3 inches greater than the Chevy Colorado Extended Cab, the Mojave is substantially shorter than full-size pickups as well as the midsize Dodge Dakota, the latter by about 5 inches. Its near identical in length to Fords Ranger Supercab.
But much more multi-functional than any of the above, its innovative features include a bed extender thats closer to GMs phenomenal mid-gate system that debuted on its Avalanche SUT. A power-sliding bulkhead is said to "expand the size of its cargo bed" from 71 inches to 86 inches, according to Kia.
Added to this functionality is an innovative tailgate that drops to create a flush extended load floor. This eliminates the gap that plagues rival pickups between their load-floors and tailgates.
The concept also features pillarless clamshell-type doors for ease of entry and exit, plus a luxurious interior that measures somewhere between current full-size pickup and compact. The "2+2" cabin features front-facing rear seats too, a much better layout for passenger comfort than fold-down side-facing rear seats that are popular in the compact pickup crowd.
The Mojaves instrument panel is a minimalist affair, featuring a single shrouded binnacle incorporating multiple readouts. The theme continues over to the center "stack," also incorporating circular shapes and a simple, easy to read oversized graphics. Included in the instrumentation are controls for an infotainment screen that displays navigation readouts, as well as info for the trucks trip computer and add-on DVD video system.
Kia says the Mojaves interior layout was inspired by aircraft design, a theme that goes way beyond mere styling and extends into space optimization. The truck includes a removable center console storage box ideal for hauling CDs or cold beverages to the beach or work, while a waterproof storage bin is fixed under the rear seats, out of the way of prying eyes. The rear doors also include built-in storage, with fold-out bins.
Just like Kias upscale Sorento SUV, the Mojave sports leather seats and accents, but the Korean brand has taken their concept a step further by adding a healthier portion of rich aluminum trim.
The Mojave concept is powered by the brands 3.8-L V6 engine, which delivers 192-hp at 5,500 rpm and 217-hp at 3,000 rpm in the Sorento SUV. The engine as featured in this concept, however, boasts something closer to 280-hp according to Kia. Just like its production van and SUV, the Mojave features a 5-speed automatic transmission.
While based on the Sorento, the pickups wheelbase has been extended to span 130 inches which should improve ride quality over the already impressive SUV, albeit the trucks beefier suspension components may delete any refinement gains.
The trucks fully-boxed ladder frame incorporates nine cross members. This configuration should deliver excellent payload and towing capacities. Added to the body-on-frame pickup is a double-wishbone, coil-over-shock front independent suspension system, plus a sophisticated five-link rigid rear axle with coil springs and level-control. Road holding is further enhanced by front and rear stabilizer bars plus gas-pressure shocks.
Power-assisted rack and pinion steering should make for precise turn-in, optimized by a hydraulically-controlled rear steering system that should deliver greater maneuverability during parking as well as added stability while changing lanes. So far, GM is the only automaker to provide truck buyers with rear-wheel counter- and same-phase steering system.
Stopping power come via power-assisted 4-wheel disc brakes with ABS, electronic brake force distribution (EBS) and brake assist. Braking traction should be improved by the Mojaves massive 20-inch performance tires on 20-inch machine-finished wheels, which should also benefit handling.
The Mojaves existence is not only a sign of Kias North American market strength, pointing the automaker toward new segments, but also celebrates the companys new joint venture with Hyundai in the Mojave Desert. The $50-million Kia and Hyundai R & D proving ground facility, built on 4,300 acres near California City, CA, is where the next-generation of new Kias will be developed.
Will that future include the Mojave? It truly should. Not only is the Mojave an extremely attractive pickup but Kia wont be in the position of needing to create it from the ground up, saving a great deal of time and money. Whats more, partner Hyundai is also entering the compact pickup category, which would mean the two brands could share basic architecture therefore reducing costs. It would make sense that a market would exist for Kias truck, and the brand certainly should be there. If I were a betting man, Id gamble that something similar to the Mojave will be coming to market sooner than later.