Whether the domestic pickup truck market, which has warmed up since the launch of Kia Tasman last year, will maintain its growth is drawing attention. This year, competition is expected to intensify as KG Mobility (KGM) follows with the Musso and the GMC brand also rolls out a new model.
According to the auto industry on the 27th, KGM's new pickup truck Musso recorded sales of 1,123 units last month.
Although the Musso, launched on the 5th of last month, is currently produced only in a diesel trim, it comfortably surpassed the sales of Kia Tasman, which totaled 376 units. The electric pickup truck Musso EV also sold 527 units, a sharp increase from the previous month (39 units) thanks to EV subsidies finalized at the start of the year.
KGM expects pickup truck sales to grow further. That is because production and customer deliveries of the Musso gasoline model began this month. KGM started production with the Musso diesel model, for which certification procedures were completed first.
A KGM official said, "The Musso gasoline model is our first gasoline pickup truck, and it is drawing strong interest from consumers," adding, "Current production volumes are being sold immediately." The current wait time for Musso deliveries is known to be about a month.
The Musso EV is also maintaining steady popularity on the back of strong value for money. The Musso EV starts at 48 million won, but with a 6.39 million won national subsidy (2WD standard) and a 1.91 million won local subsidy in Seoul, it can be purchased in the 39 million won range. It also offers practicality with a longer driving range (400 km) than the Porter.
GMC, the pickup truck brand of General Motors (GM), also launched the new Canyon Denali last month. It is the second model following the Sierra, which made its domestic debut in 2023.
Hector Villarreal, president of GM Korea, said at last month's GMC Brand Day, "Rolling out GMC's core models one after another as a premium brand proves that GM views the Korean market from a long-term strategic perspective."
By contrast, sales of Kia Tasman, launched in February last year, have slowed recently. Tasman enjoyed strong popularity with 8,484 units sold in the first 10 months after launch, but its monthly sales have been declining since October last year. Tasman's monthly sales hovered around the 300-unit level for two consecutive months starting in December last year.
According to the Korea Automobile & Mobility Association (KAMA), new registrations of domestic pickup trucks totaled 24,096 units last year. That is a 79% surge from the same period a year earlier (13,475 units. An industry official said, "With more pickup truck models across different price ranges, total sales this year are expected to increase further from last year."
However, as demand in the domestic pickup truck market remains limited, automakers are also putting effort into targeting overseas markets.
KGM plans to add the new Musso to overseas channels where it is selling the Musso EV and Musso Sports starting this year. Musso Sports exported 11,817 units last year, and Musso EV exported 3,249 units. Major export destinations include Türkiye and Spain. Kia exported 16,188 units of Tasman to Australia, the Middle East and South America.