A new competitor is reportedly entering the market, aiming to challenge the Toyota Tacoma pickup truck with innovative features and strategies.

Kia has announced plans to introduce a new body-on-frame midsize pickup truck to the U.S. market. The new vehicle is expected to compete directly with popular models like the Toyota Tacoma and Ford Ranger.

Hyundai is reportedly developing a new rugged vehicle designed to rival the Toyota Tacoma, aiming for a more robust design than its Santa Cruz model.