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Kia’s Bold Tasman Pickup Sparks Design Debate—Love It or Hate It?

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Kia Tasman Design Sparks Debate
Which Features Are Most Controversial?
International Reactions Worth Noting

Kia Tasman / Naver Cafe Tasman Club (South Korean Online Community)

Kia’s ambitious Tasman is a pickup truck that has been developing for four years. The Tasman, the first authentic pickup truck of the Kia brand, was officially unveiled on Tuesday. Unlike typical new cars kept under wraps until just before launch, the Tasman has already been officially unveiled as a prototype. The test drive video of it running off-road with only its signature camouflage film left behind attracted attention, and the actual vehicle was also exhibited at this year’s Seoul Mobility Show.

Even though the rough design has already been revealed, the official release has been met with heated responses. There appear to be mixed reactions to the bold design, which has never been seen before in Kia’s lineup. In particular, the exterior has been the subject of mostly negative responses, and we will briefly go over the opinions.

Kia Tasman / Naver Cafe Tasman Club (South Korean Online Community)
Naver Cafe Tasman Club (South Korean Online Community)

There are many negative reactions regarding the front-end
“Cybertruck is better”

The front end is particularly eye-catching in the Tasman’s exterior design. Although it was somewhat foreshadowed in the prototype, the headlights were pushed to the corners as far as possible, and the huge grille and blunt front nose were quite shocking. This also contrasts the horizontal headlights used by many competing models in the same class, such as the Toyota Hilux and Ford Ranger.

Immediately after Tasman was revealed, global netizens poured out negative reactions such as, “The Cybertruck looks better,” “The designer who came up with that design and the person in charge who approved it should all be fired,” “How much soju(South Korean liquor) does it take to come up with a design like that,” etc. A comment also said, “It looks like Pontiac Aztek.” The Pontiac Aztek, a coupe SUV launched in 2000, is a model that cannot be left out when discussing ugly vehicles.

Naver Cafe Tasman Club (South Korean Online Community)
Naver Cafe Tasman Club (South Korean Online Community)

The rear is relatively good
As for the sides, the fender cladding is the problem

In the case of the rear, there are limits to the freedom of design due to the characteristics of pickup trucks. Since a wide tailgate with a focus on straight lines is applied, the area that can be allocated to the tail lamp is narrow, and the bumper also prioritizes functional elements such as steps that help access the loading compartment. Since it is operated in a rough environment, an engraved logo is often applied to the tailgate rather than an emblem that can easily fall off.

In the case of Tasman, as it aims to be a genuine pickup truck, there are no elements that stand out in the rear. Thanks to this, the evaluation is relatively better than the front. However, there are quite a few adverse reactions to the thick, straight-line cladding applied to the upper part of the front and rear fenders. According to the previously released teaser image, a plan to provide wheelhouse cladding in the same color as the body color is also being considered.

Naver Cafe Tasman Club (South Korean Online Community)
Naver Cafe Tasman Club (South Korean Online Community)

For interior design, there are many favorable reviews
Don’t have to worry about sales

The Tasman’s interior design has been well-received for its high-end features, which rival a flagship SUV. Reviewers have praised the layout for its functional luxury, with details like large physical buttons and a rugged steering wheel that add to the truck’s character. Practical touches, such as ample storage spaces for convenience, have also garnered positive feedback. One standout feature—the center console armrest, which doubles as a simple table—has led some to remark on similarities to Ford’s F-150.

As a longtime staple in South Korea’s market, Tasman’s distinct design will surely spark ongoing debate. While the front-end styling has drawn some criticism, industry analysts suggest these opinions are unlikely to dampen its appeal. For now, Tasman faces little competition within South Korea, where no alternative offers comparable features.

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