A pickup truck showdown is set to unfold in the South Korean automotive market this year. All eyes are on whether new model launches will invigorate life into the stagnant domestic pickup segment. Kia is introducing its first-ever pickup, the Tasman, while KG Mobility is unveiling its inaugural electric pickup, the Musso EV.
Industry sources reported Tuesday that Kia plans to launch the Tasman in South Korea next month.
The Tasman, which Kia first revealed in Saudi Arabia last October, marks the brand’s debut in the pickup truck segment. It sports a classic pickup exterior with a bold yet clean design that garnered praise upon its unveiling, stoking anticipation.
The interior emphasizes functionality. The class-first sliding and reclining second-row seats are a standout feature, which addresses the typical discomfort of rigid rear seating in pickups. The Tasman also boasts a next-gen infotainment system with a panoramic wide display based on ccNC and numerous storage solutions throughout the cabin, including a spacious 29-liter tray.
Kia aims to expand Tasman sales globally following its domestic debut. Targeting markets like Australia and the Middle East. The South Korean market will initially see only the gasoline variant. Powered by a 2.5-liter turbocharged engine mated to an 8-speed automatic transmission, it delivers 281 horsepower and 317 lb-ft of torque. Overseas markets will also receive a diesel option, possibly an electric version in the future.
KG Mobility will launch the Musso EV in March. This electric pickup, known internally as Project O100, was previewed as a concept at the 2023 Seoul Mobility Show.
The Musso EV, which secured environmental certification last December, is primed for market entry. Official figures show it’s equipped with an 80.7 kWh lithium iron phosphate (LFP) battery, which enables a range of 249 miles on a single charge under combined driving conditions.
KG Mobility aims to defend its top position in South Korea’s pickup market with the Musso EV. The company recently launched “Musso” as an integrated pickup brand, drawing on the legacy of the original Musso SUV introduced by Ssangyong in 1993 and the pioneering “Musso Sports” sport utility truck.
Industry watchers are keen to see if the arrivals of Kia’s Tasman and KG Mobility’s Musso EV can revitalize the recently sluggish domestic pickup sales.
South Korea’s pickup truck market is mainly dominated by KG Mobility, with a few imported brands also present. Once considered a niche segment, pickups gained traction as outdoor activities like camping surged. Annual sales peaked above 40,000 units, but last year saw a 22.7% decline, with sales dropping to 13,147 units.