Kia Tasman: ugly but competent?

COMMENT

For years, Kia has wowed us with stylish SUVs, practical people movers, and futuristic electric vehicles. But now, the South Korean brand has stepped into the one-tonne ute arena with the all-new Tasman – a name that evokes rugged exploration and adventure.

The problem? The design evokes something else entirely…

Let’s not mince words: the Tasman has taken an absolute hammering online.

Some have likened its aesthetic to a science experiment gone wrong, while others say it looks like a half-melted transformer.

Those squared-off wheel arches? A bold move, Kia. The integrated storage within them? A cool concept.

Or just another place for tradies to lose their tools? So many questions, so few answers.

But here’s the kicker: ugly cars have succeeded before. If aesthetics were everything, the Fiat Multipla would have been outlawed on sight. The PT Cruiser would have been buried in an unmarked grave.

Yet, people bought them.

The question now is whether buyers can look past the Tasman’s unique styling and embrace its performance, pricing, and practicality.

Despite the brazen design, Kia isn’t fazed.

In fact, the brand has more 25,000 expressions of interest for the Tasman ahead of its mid-2025 launch. That’s not the same as 25,000 pre-orders but it’s a promising sign that some ute enthusiasts are very interested and want more details.

Kia Australia’s top brass remain upbeat.

In a recent chat, execs brushed off the criticism, saying the styling was meant to stand out rather than blend in. According to Dennis Piccoli, Kia Australia’s chief operations officer, the best designs often don’t look ‘right’ at first glance, but they age well over time.

Whether the Tasman follows this trajectory or continues to divide opinion remains to be seen.

One thing is certain: Kia has benchmarked this ute against the Ford Ranger, Australia’s best-selling ute, and it has been extensively tested to handle local conditions. That alone suggests it won’t be a flop in terms of capability.

But is that enough to sway buyers away from the proven juggernauts like the HiLux, Ranger, or even the Triton?

Maybe.

With sharp pricing, strong towing capacity and Kia’s seven-year warranty, the Tasman could well find its niche.

But for now, its biggest battle isn’t on the worksite or the 4WD track – it’s in the comments section, where opinions are brutal. Time will tell if this ute is a surprise success or an automotive oddity best left in the design studio archives.

Have your say in the comments section of the YouTube video.

Related: 2025 Kia Tasman priced in Korea

Related: More than 20,000 EOIs registered for 2025 Kia Tasman