America Needs This: The $30k Electric Pickup from Korea That Puts Overpriced EV Trucks to Shame (KGM O100 / Musso EV)

 While US drivers face $80k price tags for electric trucks, Korea is getting the KGM O100 (Musso EV) for under $35k. With V2L capability and LFP safety, AutoLab analyzes why this "Forbidden Fruit" is the wake-up call the US market needs.

[Introduction: The $100,000 Problem]

Let’s be honest. The electric pickup truck market in the US is broken. The Tesla Cybertruck, Rivian R1T, and Ford F-150 Lightning are engineering marvels, but they share one fatal flaw: They are prohibitively expensive. With prices easily soaring past $80,000 to $100,000, the "working man's truck" has become a luxury toy for the wealthy.

But across the Pacific, in South Korea, a revolution is brewing. KGM (formerly SsangYong Motor) is preparing to launch the O100 (codenamed Musso EV). It’s rugged, it’s practical, and most importantly, it’s expected to cost around $30,000 - $35,000 (after incentives).

Today, AutoLab explores the "Forbidden Fruit" that American truck buyers are desperate for—and why Detroit should be worried.

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1. Design: A Truck That Looks Like a Truck

KGM O100 Musso EV yellow electric pickup truck rugged exterior design
No spaceship aesthetics here. The KGM O100 embraces a "Powered by Toughness" design language. It looks capable, grounded, and ready for work—exactly what traditional truck buyers want.

While Tesla went for a polarizing polygon design, KGM stuck to the basics. The O100 features a bold, upright grille (borrowed from the Torres EVX SUV) and functional cladding. It strikes the perfect balance between modern EV aesthetics and classic rugged utility. It’s not trying to be a fashion statement; it’s trying to be a tool. And that is exactly what’s missing in the entry-level EV segment today.

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2. The Safety Paradox: Why "Grade 2" Doesn't Matter Here

KNCAP safety rating comparison chart between Kia Tasman and KGM Musso EV
Safety ratings in Korea (KNCAP) show a "Grade 2" for both the premium Kia Tasman and the affordable KGM O100. But for the price, the O100 offers incredible value.

Recent data from Korea shows the O100 receiving a Grade 2 safety rating, similar to the much more expensive Kia Tasman. However, the O100 has a secret weapon: LFP (Lithium Iron Phosphate) Batteries. Unlike the NCM batteries used in many high-performance US trucks, LFP batteries are significantly more resistant to thermal runaway and fires. For a work truck that might take a beating on a construction site or off-road trail, this chemical stability is a massive safety feature that doesn't show up in crash test scores.

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3. The Killer Feature: V2L (Your Portable Power Plant)

KGM O100 electric truck powering camping equipment with V2L feature
Forget loud gas generators. The O100's V2L (Vehicle-to-Load) technology allows you to power your entire campsite or job site directly from the truck's battery.

This is where the O100 humiliates gas-powered trucks. It features V2L (Vehicle to Load) technology. You can plug standard 110V/220V appliances directly into the truck bed.

• For Work: Power your saws, drills, and lights without a generator.

• For Play: Run an AC unit in your rooftop tent, power an induction cooktop, or charge your e-bikes.

In the US, you often have to pay extra for "Pro Power Onboard" features. In the KGM O100, it’s a core part of the electric platform.

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4. Smart Utility: Digital Key & Connectivity

Smartphone digital key access on KGM O100
Affordable doesn't mean low-tech. The O100 includes advanced features like a smartphone digital key, proving that work trucks can be smart, too.

There is a misconception that "cheap trucks" must be "dumb trucks." KGM proves this wrong. The O100 comes equipped with a Smartphone Digital Key. Imagine running a small business where you can share digital keys with your employees instantly, without handing over physical fobs. It’s a level of convenience usually reserved for luxury vehicles like BMW or Genesis, now available in a utilitarian pickup.

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5. Conclusion: The Market Gap

Rear view of KGM O100 Musso EV showing tailgate and bed
The "MUSSO" badge represents a legacy of toughness in Korea. If this truck came to the US priced at $30k, it would sell out instantly.

The US market is starving for a small, affordable, electric pickup—a modern spiritual successor to the Chevy S-10 or Ford Ranger, but electric. The KGM O100 is exactly that vehicle. It offers 300+ miles of range (estimated), rugged utility, and zero emissions for the price of a base-model Toyota Camry.

Currently, the 25% "Chicken Tax" prevents this truck from reaching US shores cheaply. But as American buyers get tired of $80,000 behemoths, the demand for practical EVs like the O100 will only grow. Detroit, take notes. This is what a real electric work truck looks like.

❓ [US FAQ] 3 Key Questions

Q1. Can I buy the KGM O100 (Musso EV) in the USA? A. Unfortunately, no. Due to the 25% "Chicken Tax" on imported light trucks, KGM cannot sell the O100 competitively in the US without a local factory. Unless KGM partners with a US manufacturer or builds a plant here, this truck remains forbidden fruit.

Q2. How does it compare to the Tesla Cybertruck? A. They target different worlds. The Cybertruck is a high-performance lifestyle vehicle costing over $80k. The KGM O100 is a practical workhorse expected to start around $30k-$35k. It focuses on utility, V2L capability, and affordability rather than 0-60 mph times.

Q3. What is the real-world range? A. While official EPA ratings aren't available, the 73.4kWh LFP battery is estimated to provide around 250-300 miles (400km+) of range. Combined with its V2L feature, it offers enough power for daily work commutes and powering job site tools without range anxiety.

Internal links

Korean buyers curious about LFP safety and CATL’s rise against Korean battery giants can read a deeper breakdown in The US Battery War: K-Battery vs CATL.

If you want another example of a compact, affordable work truck that America desperately needs, compare the O100 with Toyota Rangga: The Sub-$10K Truck America Actually Needs.

For a closer look at how the same 25 percent import tariff is blocking Korean pickups from the US market, check Kia Tasman US Release: Stuck Behind the Chicken Tax.

External links

For official specs, battery capacity and launch timing, see the Musso EV product page on the KGM UK site: KGM Musso EV official overview.

A good English summary of the Musso EV’s unibody platform, BYD LFP battery pack and target markets can be found in this first-drive news piece: KGM Musso EV pickup debuts with BYD blade battery.

For readers unfamiliar with the 25 percent tariff blocking affordable foreign pickups from the US, this article explains the policy in detail: What the 25% “Chicken Tax” on truck imports means for buyers.

Author: AutoLab Editorial Team
Contact: For tips, corrections, or partnership inquiries, please use the “Contact” page.
Official sources: Global and domestic press releases, and domestic type-approval and environmental certification disclosures.

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