The traditional SUV authority KGM is also aiming to become the "K-pickup" authority. The Musso EV and Musso Sport & Khan serve as the two top models.
Pickup trucks have traditionally been used mainly for leisure or commercial purposes in a few countries such as the United States and Australia. But now, with the rise in outdoor activities, increasing multipurpose use of vehicles, and above all the introduction of various types of models, demand for pickup trucks is expanding worldwide.
In particular, K-pickups that offer excellent product value, a variety of powertrains including internal combustion engines as well as electric and hybrid, multifunctionality that serves both cargo hauling and family car roles, and reasonable pricing are enjoying strong popularity both domestically and abroad.
According to the Korea Automobile & Mobility Association (KAMA), domestic sales of domestically produced pickup trucks from January to August this year totaled 17,318 units, a 94.7% increase from 8,895 units in the same period last year. Compared with the overall passenger car increase of 4.8% during the same period, this is a significant growth. Exports during the same period totaled 18,221 units, a 94.6% sharp rise from 9,361 units in the same period last year, contrasting with the contraction of small and large passenger cars, which declined 28.3% and 19.5%, respectively.
At the center of this popularity is KGM, the pioneer of K-pickups. KGM is leading consumer choice not only domestically but also in global markets by emphasizing sophisticated design with an SUV feel and versatility that covers commercial, leisure and daily driving.
▲Domestic first electric pickup 'Musso EV'
In step with global trends, KGM introduced the Musso EV, the country's first electric pickup, in March. The vehicle, embodying the "Handy & Tough" concept, completes a KGM electric pickup style distinct from traditional pickups by combining a rugged "pickup-down" silhouette where the deck and body are connected as one with the simple, clean design elements of an electric vehicle.
The vehicle's sides and rear lower the boundary between passenger cars and trucks to create a sense of balance. The Musso EV's design, which encompasses everyday use and outdoor activities, reflects the Musso EV's identity of moving between urban and natural environments.
The electric pickup's powerful driving performance and battery stand out. The Musso EV delivers powerful performance with a maximum output of 207 horsepower and peak torque of 34.7 kgf·m for the 2WD model, while the AWD model offers 414 horsepower and 69.2 kgf·m of peak torque for excellent driving performance. NVH (noise vibration harshness) design minimizes noise and vibration, enabling quiet driving both in the city and off road.
The battery, a core component of electric vehicles, uses a lithium iron phosphate (LFP) blade battery with an 80.6 kWh capacity, which has a low fire risk and secures both safety and durability. With fast charging (200 kWh), it can charge to 80% in 24 minutes, and the single-charge driving range reaches about 400 km. It also supports V2L (vehicle to load) functionality, allowing the use of electronic devices with internal power supply and boasting high utility.
The second-row seats recline up to 32 degrees and feature sliding, offering comfort and coziness at the level of a family car. With an 850 mm couple distance providing roomy legroom comparable to mid-size SUV models or larger, a generous 1,002 mm headroom, ventilated and heated seats in 12 rows, and 8-way power seats, convenience is enhanced.
In addition, with a generous maximum payload of up to 500 kg, KGM has newly developed and applied deck-top, roll bar, and deck sliding cover to increase deck utility, offering various customization options tailored to lifestyles.
▲Musso Sport & Khan returns with a new name
The Musso Sport & Khan, which has maintained steady popularity in the pickup market, has reflected diverse consumer demands through continuous upgrades since its launch in 2018. In January, the previous Rexton Sport & Khan product names were changed to Musso Sport and Musso Khan respectively, and were reconfigured into two trims tailored to customer preferences as the "2025 Musso" lineup.
The 2025 Musso Sport & Khan is offered in two trims focused on practicality: "Wild" and "Prestige." The prestige trim particularly raises product appeal by applying premium conveniences such as the passenger 6-way power seat as standard.
The premium features previously offered in the Noblesse trim are now provided as category-based package options to allow customized choices that fit customers' lifestyles and preferences for camping, car camping and more. The 20-inch sputtering wheels, ambient lighting, touch-sensing outside door handles (first row), and solar control glass are bundled in the "Luxury package," while safety features such as blind-spot collision assist (BSA) and rear cross-traffic assist (RCTA) are configured as the "Smart driving package."
The dynamic suspension, applied to Musso Sport & Khan models exported to the Australian market where off-road driving is common, raises the body by about 10 mm to improve off-road driving capability, increases coil spring stiffness to enhance cushioning ability, and provides a more comfortable ride.
In particular, the Musso Sport was named the best pickup for two consecutive years (COTY 2025, Car of the Year 2025) by Drive, a leading Australian online automotive media outlet. In 2023 it won SCOTY (Scottish Car of the Year) Best Utility 4X4 from the Scottish Automobile Association, and in 2024 it received Best Value Pick-Up from the U.K. four-wheel-drive specialist 4BY4.
▲'K-pickup craze' starts with local-tailored marketing and strengthened sales networks
KGM is driving the K-pickup craze in the global market through aggressive market responses such as expanding the launch of new products like the Musso EV, operating trims and specifications tailored to each country's characteristics, and differentiated marketing strategies.
In the Australian market, which has shown strong growth since KGM established a direct overseas sales subsidiary in 2018, KGM expects to enhance brand image and expand sales volumes through sports marketing such as sponsorship deals with the AFL (Australian Football League) Collingwood club and various marketing activities including producing digital content featuring players.
Europe is strengthening the export expansion base centered on the Musso EV. In June, a ceremony was held to commemorate the export shipment of the Musso EV, and local sales began in major European countries such as Germany, Spain, Hungary and Norway starting in August. The Musso EV drew significant interest and favorable reviews from the press corps and dealership representatives at new product launch events introduced earlier this year in Germany and Italy, so it is expected to play a leading role in expanding export volumes.
In addition, in Peru KGM signed memorandums of understanding with global specialized trading company STX and state-owned company FAME under the Peruvian army to expand the supply of official vehicles and for technical cooperation, providing technical support including local production of the Musso Sport along with supply. KGM supplied 400 Musso Sport vehicles for official use to Peru last year and plans to expand this year's volume to about 2,000 units.
▲Accounts for 64% of domestic pickup sales from Jan. to Aug.
In line with the growth of the pickup market, KGM is implementing more diverse and differentiated customer-tailored marketing strategies. First, KGM provides experiential value centered on its brand offline experience spaces, the KGM Experience Center (KEC).
The KGM Experience Centers operating in Gangnam, Ilsan and Busan offer opportunities for a variety of new mobility experiences. Test drives are available in multiple environments from everyday driving to high-speed driving, including urban course, dynamic course, adventure course and EV course, and KGM plans to expand experience centers to more than 10 nationwide, including Daegu and Gwangju, by 2027.
Meanwhile, in July KGM launched a subscription service called KGM Mobiliing that allows customers to freely rent vehicles on a monthly basis. KGM Mobiliing combines "mobility" and the progressive '-ing' to reflect KGM's brand story that aims to provide the joy of a journey with mobility, resonating with customers' lifestyles.
KGM Mobiliing's main feature is that it can be used without upfront burdens such as additional costs for insurance, taxes and maintenance or deposit prepayments. The monthly subscription fee is about 700,000 to 800,000 won, and users can drive up to 2,500 km per month, allowing comfortable use in daily life. Beyond a simple vehicle rental service, it aims to be a mobility platform that helps customers enjoy daily life freely and confidently, and plans to expand services such as introducing new vehicle models and operating camping packages.
KGM's lifestyle-tailored strategy is reflected in domestic pickup sales. Of the 17,318 pickup trucks sold in the domestic market from Jan. to Aug., KGM pickup truck models accounted for 11,095 units (Musso EV 5,354 units, Musso Sport 5,741 units), making up 64% and leading the pickup market's growth.
KGM's pickup lineage as the "K-pickup authority" began in 2002 with the Musso Sport, the country's first SUT (sports utility truck) that blurred the line between SUVs and trucks. KGM's pickup lineup, which continued with the Actyon Sport (2006–2011), Korando Sport (2012–2017) and Musso Sport (2018–2025), has driven the popularization of the domestic pickup market.
KGM plans to continue its differentiated presence in the global pickup market by showcasing electrification technology, customer-tailored services and brand strategies in addition to the pickup's core practicality and toughness.
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