Tata Daewoo Mobility Launches Urban Medium-Duty Truck Hissen (HIXEN), Cutting Total Cost of Ownership by 20%

[Financial News] Tata Daewoo Mobility is seeking to expand its share of the commercial-vehicle market with Hissen (HIXEN), an urban medium-duty truck designed with a smaller body for improved maneuverability. Targeting demand for logistics and special-purpose vehicles with a price advantage of about 20% over existing models in the same class, the company has begun full-scale nationwide sales, starting with displays at its company-owned service centers.
Tata Daewoo Mobility announced on the 9th that it will display its new medium-duty truck, Hissen, for about four months starting this month at four company-owned service centers nationwide: Gyeonggi, Gyeongin, Busan, and Chungcheong–Honam.
The displays were planned to coincide with the start of full-scale sales following Hissen’s launch in June. The company has linked its sales and after-sales service network so that commercial-vehicle owners visiting the service centers for repairs can naturally view the new truck and receive consultations. Official sales and consultations are also being conducted simultaneously at dealerships nationwide.
Hissen is optimized for a range of applications, including complex urban transport, general freight, and special-purpose vehicles. It combines a compact cab size in the light-medium-duty class with the load-carrying performance of a medium-duty truck to maximize transport efficiency. Compared with existing medium-duty trucks, its cab width has been reduced by up to 115 mm and its height by up to 325 mm, improving its ability to navigate narrow streets.
The vehicle uses a newly developed 220-mm frame to achieve both greater rigidity and reduced weight. Its axle design allows a maximum permitted load of up to 15 tons, enabling the production of various special-purpose vehicles, including environmental-service vehicles and dump trucks, in addition to standard cargo trucks.
The truck was developed with a particular focus on reducing total cost of ownership (TCO). Its price is set 15–20% below that of existing medium-duty trucks. It adopts an “SCR Only” after-treatment system that uses only diesel exhaust fluid, a 100,000-km fuel-filter replacement interval, and a Hydraulic Lash Adjuster (HLA), helping reduce the maintenance-cost burden, a key consideration for commercial-vehicle owners.
A Tata Daewoo Mobility representative said, "Because post-purchase service is important for commercial vehicles, we are using our company-owned service centers as exhibition spaces." The representative added, "We plan to continue expanding opportunities for customers to experience Hissen’s strengths firsthand."
[email protected] Kim Dong-ho Reporter