Kia Tasman limited editions under consideration

Limited and special edition Kia Tasmans are more likely than pricing discounts if the new ute needs some sales stimulation.

Launched last only month, the Tasman family is expected to sell 20,000 examples annually in Australia, putting it instantly in the contest for a top four spot in the ever-booming mid-size ute segment.

It’s also a quarter of the annual global production and critical to the program’s ongoing viability – Kia Australia said it must hit the sales target, declaring “failure is not an option”.

The subject of a multi-national development program, including unprecedented Australian involvement, the Tasman has launched with some notoriety because of its divisive exterior styling.

It’s available in 11 variants that include dual-cab ute, dual-cab chassis, single-cab chassis, 4x2 and 4x4 configurations.

There are five equipment levels – S, SX, SX+, X-Line and X-Pro with pricing stretching from $38,010 to $74,990 plus on-road costs.

Kia Australia CEO Damien Meredith confirmed to carsales that limited editions were a lever that could be pulled to spur demand.

“They’re not in the product plan, but they are in the minds of the decision makers,” he said.

We’re not talking here about major new model like a Ford Ranger Raptor rival or an SUV spin-off from the Tasman’s ladder frame, or even a new powertrain to join the 2.2-litre turbo-diesel; just unique equipment combinations or maybe some extra paint options.

“We’re not going to see more variants added in the short to medium term, I guess you call it over the next two or three years,” Meredith said. “The product lifecycle is 10 years, better keep your powder dry sometimes.”

Instead, Kia’s considering the sort of short-run models that collate a group of accessories into an affordable package.

It has launched the Tasman with a family of 45 tailored genuine accessories and more than 100 accessories in total across the variants.

No Tasman comes standard with a sports bar or side steps; two items that often pop up in dual cab ute limited editions. Another common marketing tweak is black cosmetic additions.

Going with limited edition packs are preferred to discounting by car companies because it protects the profit margin and resale value of the core vehicle.

If limited-edition Tasmans do appear, it will be a modern-day rarity for Kia Australia.

“I go back to the history of our behaviour as a brand in Australia and … we haven’t pulled that lever at all,” Meredith said.

“So in the last five years, you haven’t seen special models or things like that. You may see it with Tasman, but you may not.”

The local boss added that limited editions were “definitely” preferably to discounting and indicated the latter option as very unlikely: “We don’t panic.”

Ford has become the master of special edition spin-offs with the top-selling Ranger ute coming in a steam of temporary and permanent models, but Meredith made it clear that wasn’t happening with Tasman.

“You won’t see us using that strategy.

“We take a holistic view of our product plan. We don’t like a heavy reliance on one specific model in our mix, because the market moves pretty quickly.

“We've had that in play for quite a long time, that strategy.”

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