KG Mobility unveils the Musso EV, the first domestic electric pickup, at its headquarters in Pyeongtaek, Gyeonggi Province, on March 5 (Photo courtesy of KG Mobility)
On March 5, KG Mobility unveiled the Musso EV,Β the first domestic electric pickup truck in South Korea. The launch event, held at KG Mobility’s headquarters in Pyeongtaek, Gyeonggi Province, also introduced the new integrated pickup brand “Musso.” This strategic move aligns with the global shift towards electric vehicles, driven by environmental concerns and consumer demand for sustainable transportation options.
During the event, KG Mobility chairman Kwak Jae-sun emphasized the company’s commitment to prioritizing consumer needs despite past challenges. “No matter what difficulties arise, we plan to prioritize consumers and meet any demands,” Kwak stated. He highlighted the Musso EV as the first vehicle approved in the investment plan since he took office in September 2022, underscoring its importance in KG Mobility’s future strategy.
The Musso EV is designed as a versatile vehicle suitable for both family and leisure use, featuring a cargo bed added to an electric SUV. It offers a maximum load capacity of 500 kg and a driving range of 400 km on a single charge, thanks to its BYD LFP blade battery with a capacity of 80.6 kWh. The vehicle supports fast charging, allowing 80% of the battery to be charged in just 24 minutes, and includes advanced safety features such as a next-generation multi-battery management system and real-time battery status monitoring.
KG Mobility compared the Musso EV to Kia’s Tasman during the launch, highlighting the intensified competition in the domestic pickup market. Last year, KG Mobility held a commanding 94.8% market share in this segment. The company emphasized the economic efficiency of the Musso EV, projecting significant cost savings of 14 million won over five years compared to the Tasman. The Musso EV offers a 5% acquisition tax reduction, an automobile tax of 28,500 won, and highway toll discounts, making it an attractive option for consumers.
Available in two trims, MX and Black Edge, the Musso EV is priced at 48 million won and 50.5 million won, respectively. With government subsidies, the actual purchase price in Seoul is expected to drop to the 39 million won range, with further reductions available for small business owners. KG Mobility has set an ambitious sales target of over 500 units per month, reflecting confidence in the vehicle’s market appeal.
The Musso brand, originally under SsangYong, has a legacy in South Korea, known for its SUVs. The revival and modernization of the brand with the Musso EV demonstrate KG Mobility’s strategic intent to capture a significant share of the evolving electric vehicle market. The Musso EV’s launch is not only a testament to KG Mobility’s innovative approach but also a reflection of broader trends in the automotive industry, where technological advancements and economic considerations are reshaping consumer preferences and market dynamics.
KG Mobility has officially launched the new integrated pickup brand “Musso.” (Photo courtesy of KG Mobility)
