Long relegated to the workhorse role, pickup trucks are gaining new ground in South Korea as versatile, family-friendly vehicles. With growing interest in outdoor lifestyles and changing consumer preferences, models like the Kia Tasman and KG Mobility’s Musso EV drive a fundamental shift in how pickups are perceived and used.
From Commercial Utility to Lifestyle Vehicle
For years, pickups on Korean roads were viewed as crude, utilitarian machines—better suited for farms and delivery routes than family outings or city commutes. Their design was basic, comfort minimal, and the open cargo beds only reinforced their “cargo-only” image.
But recent years have seen a shift. The rising popularity of camping and car-based outdoor activities sparked temporary interest, though traditional SUVs soon dominated the space. A new generation of pickups reignites the segment with improved refinement, utility, and value.
Strong Early Demand for Tasman and Musso EV
This year, that change has become more visible. Kia’s all-new Tasman and KG Mobility’s battery-powered Musso EV are reshaping the pickup landscape with competitive pricing and a clear focus on consumer needs.
Kia reported over 2,200 pre-orders for the Tasman on its first day of availability, with more than 4,000 units reserved within 17 business days. The Musso EV also logged strong demand, recording over 3,200 orders within two weeks of opening contracts.
Both pickups offer strong value propositions, positioned in the same price range as mid-size SUVs—approximately $27,000 to $33,000. After factoring in EV subsidies and small business incentives, the Musso EV’s starting price can dip as low as $20,000, making it particularly attractive to cost-conscious buyers.
Kia Tasman Brings Utility-Focused Engineering
Kia showcased the Tasman’s capabilities at its recent Tech Day event in Seoul, highlighting the pickup’s robust engineering. Built on a traditional body-on-frame platform, the Tasman supports payloads of up to 700 kg (1,543 lbs) and towing up to 3,500 kg (7,716 lbs).
With 252 mm (9.9 inches) of ground clearance and key components mounted within the frame for protection, the Tasman is designed for serious off-road use. It can ford water up to 800 mm (31.5 inches), further enhancing its appeal to outdoor enthusiasts.
The cargo bed was designed for practicality. Kia offers a range of accessories, including a canopy, side steps, and a sliding bed to support diverse use cases—from recreation to small business needs.
Pickup Perceptions Evolve with the Market
While the sales figures reflect strong product interest, the broader significance lies in the changing perception of pickups. Once dismissed as noisy and crude, pickups are now seen as practical, multi-purpose vehicles capable of handling both urban commutes and weekend getaways.
