This model captured 85% of the South Korean market on value alone
— the one that swept the market
KG Mobility's new pickup, the Musso, has exceeded 5,000 cumulative orders in roughly 50 days since its launch.
KG Mobility said on the 9th that, after beginning first deliveries on Jan. 19, it handed over 2,516 vehicles to customers through February (1,123 in January and 1,393 in February). The Musso now accounts for about 85% of the domestic pickup market.
Notably, despite fewer working days in February because of the Lunar New Year holiday, KG Mobility's domestic sales rose 38.3% year over year. Those figures indicate the Musso is a key driver of the company's domestic recovery.
Revived 14 years after the previous model was discontinued in 2012, the original K‑pickup is quickly reestablishing its presence in the market.
Diesel, 4WD and a standard deck — the traditional pickup attributes buyers favored
Analysis of order data shows clear buyer preferences. Powertrain choices were split roughly 54.4% diesel and 45.6% gasoline.
With gasoline models only starting deliveries in February, that share is likely to increase. Buyers emphasized capability: four‑wheel drive accounted for a striking 92.6% of orders, underscoring demand for traditional pickup performance and utility.
The standard deck, practical for everyday use, was the choice for 69.9% of buyers. By trim, the midlevel M7 captured 52.4%—a majority—while the top M9 represented 39.7%.
Analysts say the M7’s popularity—offering key safety and convenience features while limiting price pressure—reflects a trend toward value‑plus, emotionally satisfying purchases. Skipping lower trims in favor of mid‑to‑upper levels suggests Musso buyers expect higher quality and capability.
30s–40s for leisure, 50s–60s for business — generational splits in pickup demand
Customer analysis shows distinct generational use cases. Individual buyers accounted for 52.8% of orders, while businesses made up 47.2%. Buyers in their 50s and 60s tended to choose the Musso for business purposes.
By contrast, buyers in their 30s and 40s are clearly using pickups for leisure activities like camping and glamping.
The trend indicates the domestic pickup market is evolving from a simple cargo vehicle into a lifestyle vehicle. A balanced mix of private and commercial buyers can also help spread sales risk across economic cycles.
Musso EV also gaining traction — KG Mobility sees a green light for its 2030 target of 200,000 units
The electric Musso EV is also maintaining steady momentum. It sold 1,369 units this year in municipalities where EV subsidies have been confirmed. Sales are expected to accelerate in the second half as more regions finalize subsidies.
KG Mobility is pursuing global expansion with targets of 200,000 units sold by 2030, exports making up more than 60% of sales, and revenue of 7.3 trillion KRW (about $5.48 billion).
Positive signs include a 68% year‑over‑year jump in Torres EVX exports through February and increased shipments to Türkiye, from 11,122 units in 2024 to 13,337 in 2025. The Musso’s domestic success should bolster credibility for any future push into the North American market.
