New electric ute dinged for lacking advertised safety features

ADME commentary

The ADME angle

The KGM Musso EV's safety feature discrepancy is a direct threat to the trust that Australian ute buyers place in manufacturers' advertising claims, and dealers must be prepared to address these concerns in the showroom.

The Safety Stakes

ANCAP's warning about the KGM Musso EV's airbag count highlights the importance of verifying safety features in electric and hybrid vehicles, particularly in the competitive ute segment where safety is a key consideration for buyers.

The absence of two airbags from the advertised specification of the KGM Musso EV will likely lead to questions from customers about the accuracy of other manufacturers' safety claims, and dealers should be prepared to provide detailed information about the safety features of the vehicles they sell.

Competitor Response and Opportunity

Dealers representing other ute manufacturers, such as those offering the Toyota Land Cruiser or Ford Ranger, may see an opportunity to promote the safety features of their own vehicles in comparison to the KGM Musso EV, potentially gaining an advantage in terms of showroom traffic and sales.

However, this approach requires careful handling to avoid being seen as exploiting a competitor's mistake, and dealers should focus on highlighting the genuine safety benefits and features of their own vehicles rather than directly criticizing the KGM Musso EV.

Taking Action

This week, dealers can take a decisive action by reviewing the safety features and advertising claims of all the vehicles they sell, including electric and hybrid models, to ensure they can provide accurate and detailed information to customers and maintain trust in their brand.