KG Mobility has launched the Musso EV, the first all-electric pickup truck in South Korea, signaling a strategic move into the rapidly expanding electric vehicle market. The unveiling took place on March 5th at the company’s headquarters in Pyeongtaek, Gyeonggi Province, and coincided with the introduction of the new integrated “Musso” pickup brand.
During the launch event, KG Mobility chairman Kwak Jae-sun emphasized the company’s unwavering commitment to meeting consumer demands, despite facing past challenges. “No matter what difficulties arise, we plan to prioritize consumers and meet any demands,” Kwak stated, highlighting the Musso EV as a pivotal element of KG Mobility’s future strategy within the company’s investment plan since his appointment in September 2022.
The Musso EV is presented as a versatile vehicle tailored for both families and those seeking leisure options. It combines the functionality of a cargo bed with the design of an electric SUV. The vehicle boasts 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. Furthermore, the Musso EV supports fast charging capabilities, enabling an 80% charge in just 24 minutes. Advanced safety features include a next-generation multi-battery management system and real-time battery status monitoring.
KG Mobility’s launch event included a comparison with Kia’s Tasman, highlighting the increasing competition within the domestic pickup market, where KG Mobility held a dominant 94.8% share last year. The company also emphasized the economic benefits of the Musso EV, projecting cost savings of approximately 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 appealing option for consumers.
Available in two trims, the MX and Black Edge, the Musso EV is priced at 48 million won and 50.5 million won, respectively. Factoring in government subsidies, the actual purchase price in Seoul is expected to fall into the 39 million won range, with further reductions available for qualified small business owners. KG Mobility has set a sales target of more than 500 units per month, demonstrating their confidence in the vehicle’s market appeal.
The Musso brand, formerly associated with SsangYong, has a strong legacy in South Korea, particularly for its SUVs. The relaunch and modernization of the brand with the Musso EV demonstrate KG Mobility’s strategy to capture a significant share of the growing electric vehicle market. The launch of the Musso EV is a direct reflection of the ongoing trends in the automotive sector, where technological advancements and economic considerations are redefining consumer preferences and market dynamics.
