Kia defends Tasman ute styling

‘Keyboard warriors’ hit out at ‘gutless’ engine and ‘atrocious looks’ of a car described as ‘such a disappointment’ by fans of the brand.

Kia has hit back at “keyboard warriors” critical of the new Kia Tasman ute.

The brand’s new Ford Ranger and Toyota HiLux rival has been criticised on social media for awkward styling, an engine that lags behind class leaders, and a lack of hybrid or electric power options.

2025 Kia Tasman ute. Picture: Supplied

Comments on Kia’s Facebook page have taken aim at the car’s looks, describing it as “actually hideous”, “atrocious”, “way off the mark”, “such a disappointment”, “the ugliest ute on the market”, a car with “toaster vibes” and “honestly the worst looking ute l’ve seen”.

Others spoke out about the decision to use a “gutless” 2.2-litre engine from the Kia Carnival people mover was “such a disappointment”, that it “needs a better engine” and has the “weakest engine out of all utes”.

Kia fans said the Tasman “might have been OK if it was released in 2010 but nothing groundbreaking for 2025” and that they “waited a long time for this and can confidently now say it won’t be my next new vehicle”.

Roland Rivero, general manager of product planning for Kia Australia, said “the keyboard warriors have been busy since the reveal”.

2025 Kia Tasman ute. Picture: Supplied

“Arguably though they haven’t seen the car,” he said.

“General feedback has been very positive.”

Dennis Piccoli, chief operating officer of Kia Australia said the reaction from previews offered to Kia dealers were positive, and that fleet managers who were “not as sensitive to exterior design” also responded well to the car.

“Fleets will make up a lot of sales for the Tasman,” he said.

Kia designer John Buckingham said the Tasman represents an approach that should stay relevant for years to come, rather than looking attractive today and dated tomorrow.

2025 Kia Tasman ute. Picture: Supplied

“You can choose a car that immediately resonates or in time resonates,” he said.

“We have not gone out to polarise (but) it has to stand out.

“Going into a market that is well established we do have to have this bold character.”

Dean Norbiato, general manager of marketing, said “everyone is entitled to their opinion”.

“As Wayne Bennet used to say, if you listen too much to the spectators you’ll be sitting with them,” he said.

“Often when you see a design that’s new you feel uncomfortable when you first view it.

“We have spent more time with it.

“We have viewed it for 18 months and it really has grown on us.”

Originally published as Kia defends Tasman ute styling