[Automotive News=Park Seong-soo] KGeneral Motors is strengthening its grip on the domestic pickup market by expanding its ‘Musso’ truck lineup.
Following the successful launch of the diesel model last month, which validated the brand’s value, the company is now accelerating the release of gasoline models, rapidly expanding its customer base.
While pickups were once primarily seen as work vehicles in Korea, their appeal has broadened recently, with growing demand for leisure, camping, and daily use.
Industry sources reported on the 10th that Musso sold 1,123 units in the domestic market last month, marking a strong initial launch. This figure significantly outperforms Kia’s Tazman, which led the domestic pickup market last year with just 352 units sold.
Last year, the Tazman recorded 8,484 domestic sales, edging out the Musso Sport’s 8,104 units to claim the top spot.
The Musso has gained early traction thanks to its redesigned exterior, high torque, impressive towing capacity, and spacious cargo area.
KGeneral Motors has further expanded its offering by introducing a gasoline model.
While diesel engines have traditionally been preferred in pickups, a growing number of consumers now prioritize driving comfort, quietness, and urban driving convenience, leading to increased demand for gasoline options.
In fact, the Musso gasoline model has garnered more interest than anticipated even before its launch, with pre-orders and inquiries rapidly increasing.
A KGeneral Motors spokesperson stated, “When we initially launched the Musso, we projected a 60-40 split between diesel and gasoline models. Currently, we’re seeing numbers in line with those expectations.”
The Musso gasoline model’s potential success is also bolstered by its pricing and maintenance costs. Compared to diesel, the initial purchase cost is lower, and it offers advantages in noise and vibration reduction for urban drivers.
For consumers balancing daily commutes with weekend leisure activities, the gasoline pickup has emerged as a practical choice.
This shift is clearly reflected in dealership showrooms.
A KGeneral Motors sales representative noted, “We’re seeing significant interest in the gasoline model among general consumers. Some customers who come in looking at SUVs end up switching to a Musso after seeing its design.”
The Musso’s appeal extends beyond its powertrain options. It offers interior space, convenience features, and safety equipment that rival SUV standards, lowering the barrier to entry for pickup trucks. Combined with KGeneral Motors’ competitive pricing strategy, it’s quickly attracting value-conscious consumers.
◇ Diesel, Gasoline, and Electric Options
The Musso stands out by offering not only diesel and gasoline options but also an electric vehicle lineup.
It’s uncommon for a pickup truck in Korea to have such a comprehensive range, including both internal combustion and electrified models. This versatility allows it to cater to various use cases and adapt to changing regulations.
Recently, interest in electric vehicles has surged in Korea, boosting the popularity of electric pickups. Last year, the Musso EV sold 7,150 units, matching the sales levels of the Tazman and Musso Sport.
The Musso EV has seen particularly strong sales among self-employed individuals and small business owners. With government EV incentives, additional support for small businesses, and VAT refunds, it’s become attainable at around 30 million KRW (about 22,500 USD), driving its popularity.
◇ Expanding Influence at Home and Abroad
The Musso is also gaining traction in export markets. As demand for pickup trucks steadily rises, especially in emerging markets, the Musso is capturing market share by offering strong performance for the price.
Last year, Musso Sport exports reached 11,817 units, ranking second within the brand, while the Musso EV also proved successful with 3,249 units exported.
Notably, in Turkey, a key emerging export market for KGeneral Motors, 2,630 Musso units and 1,000 Musso EV units were sold last year, driving growth.
To maintain this momentum in Turkey, KGeneral Motors plans to launch the new Musso this year and equip the Musso EV and Torres EVX with telematics features, aiming to enhance their market position.
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