April 25, 2024

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[THE INVESTOR] Japanese carmaker Isuzu Motors is planning to enter the Korean market by launching a medium-duty truck in September, according to a company representative on Aug. 21. 

Curo Motors, an auto affiliate of Korean firm Curo Group, announced it has clinched an agreement with Isuzu to import and distribute its trucks here. 

“We are planning to bring 3.5-ton Elf diesel trucks into Korea next month,” a PR representative for Curo Motors told The Investor. “Other models will be introduced in the future, although the details haven’t been confirmed yet.”

Isuzu’s flagship Elf model, known as the N-series outside Japan, is expected to compete against Hyundai Motor’s Mighty, which is dominating the midsize truck sector. Further heating up the race, Korea’s No. 2 truck manufacturer Tata Daewoo is also planning to launch a 3.5-ton truck next year. 

The Japanese carmaker’s entry follows the recent rush of foreign truck makers such as China’s Foton Motor and Dongfeng Motor that have debuted in Korea, seeking to capitalize on the growing local commercial vehicle segment. 

Established in 1937, Tokyo-based Isuzu produces mainly pickup trucks and diesel engines.

By Ahn Sung-mi (sahn@heraldcorp.com)