Kia Australia’s new CEO defends Tasman price cuts
Korean brand’s local boss says Kia won’t sit on the sidelines while other brands offer big discountsThe News
Kia Australia’s newly appointed chief executive has defended recent price cuts to the brand’s slow-selling Tasman ute, saying the company is simply meeting the market where it’s at.
The Key Details
- Kia wiped up to $13,000 off the Tasman last month following slow sales
- Similarly, Ford slashed almost $15K off its Ranger PHEV
- Kia Australia CEO Dennis Piccoli says the brand is “meeting the market”
- And won’t “sit on the sidelines” while others offer discounts
The Finer Details
Speaking to carsales at the launch of the 2026 Kia PV5 Cargo electric van, the Korean brand’s local CEO, Dennis Piccoli defended the Tasman’s recent price corrections, saying it’s simply meeting the market where it’s at.
Asked whether other Kia models, including the new PV5 Cargo, could get similar price cuts if initial sales don’t meet expectations, Piccoli said it was unlikely.
“At this point in time, we think that [PV5] will exceed expectations, so we haven't been thinking about the possibility of having to intervene in any way,” said Piccoli.
“On Tasman, [it’s] retail season, at this point in time. You know, everyone is moving pricing with end of financial year. We're merely playing in a market... you know, we can't sit on the sidelines while everybody else is offering all these various discounts and offers and programs and that sort of stuff.
“So, we're meeting the market at this point in time.”
As for Piccoli’s plans for in the new role, it’s ‘business as usual’.
“I've been in the sales operations role for a number of years and working on strategically where we want to go.
“So, the strategy is not going to change; there’s a few little projects internally that we need to work on [and] develop a little bit further, what with the opposition and stuff like that.
“But don't expect to see any radical changes – the strategy that we've had has worked and that's been developed over a number of years, and that will continue with ongoing fine-tuning.
“The market is quite dynamic… [but] there’ll be no surprises.”
The Road Ahead
The Tasman’s underwhelming sales have been well documented Down Under, but it’s not just Kia that’s been struggling to move ute-shaped metal.
Last month, Ford slashed the price of its plug-in hybrid Ranger by as much as $15,000.
The price cuts come amid slowing demand for 4x4 utes.
In the first five months of 2026, the overall 4x4 ute segment – dominated by diesel-powered machines – was down almost 20 per cent year-on-year according to VFACTS sales figures, with ongoing war in the Middle East continuing to affect fuel prices Down Under.
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