KG Mobility looks to reclaim pickup truck market leadership with Musso EV

By Lee Min-hyung

KG Mobility is preparing to reclaim its leadership position in the pickup truck market with the launch of the Musso EV, an electric version of its iconic Musso SUV.

Debuting in 1993, the Musso has been an important model for KG Mobility, strengthening the company’s brand recognition as an SUV specialist with a strong, masculine identity.

Though the Musso was discontinued in 2005, and the company now boasts a diverse lineup of SUVs, including the Korando and the Torres, many KG Mobility fans have been hoping for the return of the Musso.

KG Mobility said the Musso EV returns as the first electric pickup truck to be sold in Korea by a local carmaker, marking the company’s plan to expand its revenue streams into the electric pickup truck market.

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Developed from a concept model unveiled at the 2023 Seoul Mobility Show, the vehicle offers a respectable driving range of 401 kilometers on a single charge, according to certification from Korea’s Ministry of Environment. The carmaker also revamped the vehicle’s design with a more youthful identity, hoping to attract demand from all age groups. The vehicle will be equipped with a lithium iron phosphate (LFP) battery from China’s BYD.

Potential rivals in the segment include General Motors Korea’s Colorado pickup truck and Kia’s Tasman. However, the Musso EV is widely expected to be priced significantly lower than its two rivals, and KG Mobility anticipates strong order numbers despite the ongoing slowdown in the EV market both locally and globally. The upcoming vehicle will be priced at around 40 million won ($27,500) after subsidies.

The vehicle will make its official debut sometime in March.

KG Mobility launched its first-ever pickup truck, the Musso Sports, in 2002 and has since played a key role in popularizing the segment for more than two decades with the launches of other models, such as the Actyon Sports, Korando Sports and Rexton Sports.

“The Musso EV will offer more advanced and practical driving experiences to customers,” an official from the carmaker said. “The vehicle will be able to satisfy demand from customers seeking both daily driving and leisure activities.”