Kia Questioning Chicago Show Goers on Mojave Concept Pickup Truck

Should the Big Three Be Worried About a Pickup Truck Threat from Korea?

Kia Motors Corp. has done well in 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 would change further if the South Korean automaker chose to build the KCD4 Mojave pickup truck concept that debuted to the press at the Chicago Auto Show last week.

During the public access part of the event Kia has been busy asking show goers what they think, and at least initially opinions have been 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."

While looking every bit like a ladder-frame pickup truck, the Mojave is based on the unibody Sedona minivan and midsize Sorento sport utility, so 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.

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

Obviously 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 a Honda Element or Pontiac Vibe. Like these two multi-functional vehicles, the Mojave features a power-sliding bulkhead that is said to "expand the size of its cargo bed" from 71 inches to 86 inches, according to Kia. No doubt this feature would not make it to production if the vehicle did.

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. It features pillarless clamshell-type doors for ease of entry and exit, plus a luxurious interior.

Look for Kia to take the Mojave on the road, featuring it in localized auto shows over the coming year to gauge potential customer reaction.