'Jimcha' Transforms into a 'Camping Essential'... Heated Competition Among 'Pickup Trucks'

[Asia Economy Reporter Hyunseok Yoo] Pickup trucks were a vehicle type rarely seen in South Korea until a few years ago. They were difficult to park, and due to differences in lifestyle and culture compared to foreign countries, there were hardly any buyers. Moreover, considering the car purchasing patterns of Koreans who value social image, pickup trucks were regarded merely as 'cargo vehicles,' similar to commercial trucks.

SsangYong Motor's New Rexton Sports & Khan. Photo by SsangYong Motor

However, the image of pickup trucks is changing. The biggest reason is probably COVID-19. As the pandemic spread, people began seeking various leisure activities that could be done contactlessly. Camping and car camping (cha-bak) are representative examples. Changes in lifestyle patterns like leisure have increased the demand for pickup trucks. Models that can carry a lot of cargo, offer high versatility, and meet consumers' design expectations have emerged.

The domestic pickup truck market recorded 38,929 units in 2020, 30,902 units in 2021, and 29,685 units in 2022 (according to Kaizyu Data Research Institute). The fact that around 30,000 units are sold steadily each year suggests there is a certain level of demand.

Chevrolet Colorado. Photo by Korea GM

Along with steady demand, consumers' choices are expanding. Until now, SsangYong Motor's Rexton Sports was the only pickup truck available domestically. However, Chevrolet Colorado, Ford Ranger, and Jeep Gladiator have also been introduced.

The pickup truck market in South Korea seems poised to become even hotter. With the introduction of GMC's Sierra, the top-tier pickup truck market has been entered. Additionally, Kia is developing a pickup truck aiming for mass production in 2024. If Kia releases a pickup truck, it will be the first time in over 40 years since the Brisa Pickup, which was launched in the 1970s and discontinued in 1981.

GMC Sierra. Photo by Korea GM

Although the pickup truck market is expected to become more competitive, there are many differing opinions about its growth potential. South Korea's land area is small, and parking spaces are limited. This creates a restrictive environment for driving vehicles like pickup trucks. Furthermore, due to the nature of pickup trucks, it is likely they will remain as second or third cars. Still, the increase in diversity in the Korean automobile market, which was once dominated by sedans and sport utility vehicles (SUVs), can be viewed positively.

This content was produced with the assistance of AI translation services.