Starting with a bold hook, this is the kind of car story that tests our assumptions about what an affordable electric ute can be—and whether it can change the game. But here’s where it gets controversial: can a big, high-priced perception-shifter actually lure traditional ute buyers away from diesel and gasoline, or is it really just a lifestyle pick for early adopters?
Is it too fancy, or not rugged enough, or does it land in a mainstream sweet spot? We put Australia’s most affordable fully electric ute to the test for a full day to find out.
I felt a jolt of nerves when I first accepted the keys to Australia’s inaugural affordable electric ute. After four years behind the wheel of a 2014 Volkswagen Polo and previously a Holden Astra older than me, the change was palpable. A few minutes in, with clammy hands gripping the wheel and a tall stance needed to peer over the wide bonnet, I remembered the uneasy thrill of learning to drive.
Australia’s enduring love affair with oversized utes and SUVs is well documented. Large vehicles dominated last year’s top-10 best-sellers, and demand keeps rising even as concerns about safety and the environment mount. Yet electric vehicle sales are climbing too, representing 9.7% of new-car sales in the three months to September, according to the Australian Automobile Association.
Enter the Musso EV from South Korea’s KGM, touted as the first affordable electric ute in Australia. In its marketing, the company glosses over environmental claims and emphasizes a blend of “refined SUV styling” with the “rugged practicality” of a ute.
Will this vehicle persuade traditional gas-guys and new buyers like me to switch? And with road fatalities on the rise, could electric utes be part of the safety solution? Where would I even find a charger?
After a quick practice round to sharpen my nerves—two wide turns and a curbside stop—I hit the open road to see how far I could push this concept in real life.
On the road, the Musso EV stands out with technology you’d expect in a modern SUV: a wireless phone charger, a start button instead of a key, and a 360° birds‑eye camera for easier parking. It’s offered in two‑wheel drive or all‑wheel drive, and I drove the latter in a striking green.
Prices start at around $60,000 for the two‑wheel drive, undercutting rivals like Tembo’s Tusker ($74,000), LDV’s eT60 (from $92,990), and Ford’s F-150 Lightning (from $169,900).
Industry expert Hussein Dia, a professor of future urban mobility at Swinburne University, calls the Musso “the first genuinely affordable electric ute in Australia.” He notes it delivers impressive range on a single charge and includes features typically reserved for higher-end SUVs. Yet he cautions that workers who rely on heavy-duty use might question its durability for tough jobs.
KGM describes the Musso as “purpose-built for lifestyle.” Australian marketing chief Stevan Dimitrovski says it’s “the first EV you can actually do stuff with,” suggesting it’s less about hauling boats and caravans and more about practical daily uses—stowing bikes or golf gear rather than blasting around with a trailer in tow.
Dia believes the price point will attract mainstream buyers more than early adopters. But Nathan Moore, a behavioral scientist from the University of Technology Sydney, offers a counterpoint: many ute and SUV buyers choose these vehicles for work or an aspirational rugged lifestyle. In his view, such buyers often see EVs as neither capable nor rugged, and the real EV appeal tends to belong to early adopters with the willingness to take a financial risk.
The ultimate suburban road test follows: a round of errands through Sydney’s suburbs, including a trip to a Bunnings car park, a Red Rooster drive‑through, a Westfield, and a few laps in Parramatta Park. I didn’t need to recharge before returning, but I was curious about public charging—this proved the main obstacle.
Public charging remains essential for Australians without off-street parking and for longer trips. Dia’s own experiments on “charging deserts” showed long-range journeys require careful planning. The Musso EV lists a 380 km range for all‑wheel drive and 420 km for two‑wheel drive, which could spell trouble in rural Australia where coverage is sparse.
In western Sydney, I visited three charging stations. The first was fully occupied by non‑owners, the second appeared to be nonexistent, and the third was also taken. In a sunny Bunnings car park, a few ute drivers shared their thoughts. An electrician named Tully was cautiously optimistic but would wait a bit longer before buying. A retiree named Sue appreciated the Musso’ s design but worried about the quietness. Another retiree, Jim, questioned the range and charger access, and said he’d prefer it only for city use. An engineer named Jack doubted Australia’s infrastructure was there yet and planned to stick with a diesel for long trips. Only Steve, a handyman, saw a clear fit: city work with light loads and no off‑roading.
Are electric utes the answer? Utes ranked among the top five most-purchased cars in 2024, led by the Ford Ranger and Toyota HiLux. Dia hopes electric utes will climb higher on the list as the market evolves and diversifies beyond traditional diesel and petrol players.
One curious omission in KGM’s messaging is a strong environmental focus. Belinda Noble of Comms Declare explains that Elon Musk-style branding—prioritizing driving experience and performance over environmental messaging—may be the strategic play. The claim isn’t that environmental benefits don’t matter, but that positioning the Musso as the premier driving and lifestyle choice could be more effective than preaching green credentials.
Road safety remains a critical concern. Australia recorded about 1,300 road fatalities last year—the highest in over a decade—highlighting how vehicle size and weight can complicate safety efforts rather than improve them. The Musso EV, despite its eco advantages, is a sizeable machine: 5.2 meters long, 1.9 meters wide, and 1.8 meters tall—only a touch smaller than established heavyweights like the Ranger or Hilux.
Driving the Musso EV produced a sense of security due to its sheer height and presence, even if others on the road might not feel the same. Returning to my Polo reminded me how much easier it is to navigate tight spaces and low-clearance obstacles in a smaller car.
Guardian Australia conducted an unpaid road test of the Musso EV and also highlighted the broader adoption questions and infrastructure realities facing Australia as it shifts toward electric mobility.
Additional reporting by Penry Buckley.
