Kia has announced plans to introduce a midsize electric pickup truck in the U.S. within the next few years, as part of an ambitious strategy to sell over a million electric vehicles (EVs) by 2030.

While specific details about price and design remain scarce, Kia has set an ambitious long-term annual sales target of 90,000 units, which is three times the current sales figures of the top-selling electric pickups.

In 2024, Tesla’s Cybertruck led the electric pickup market with 39,000 units sold, followed by the Ford F-150 Lightning with 33,500 units, according to Electrek. Kia currently offers a gas-powered pickup, the Tasman, but it is only available in international markets.

Kia is likely aiming to stand out with a smaller, more affordable electric pickup. The company has referenced “cost innovation strategies” that focus on maintaining strong battery performance and advanced software. With the Cybertruck and Lightning starting at approximately $60,000 and $70,000, respectively (and often priced higher depending on the trim), Kia could potentially undercut the competition, similar to how it disrupted the full-size electric SUV market with the EV9.

Reaching the target of 90,000 units may become more feasible as the electric pickup market grows over the next few years. However, Kia will face more competition by then, including Ram’s Ramcharger “extended range” pickup, set to debut in 2026. Additionally, a secretive EV company backed by Jeff Bezos, called Slate, is working on a $25,000 electric pickup truck, as reported by TechCrunch.