Tata Daewoo delivers first Hissen mid-size truck, targeting urban logistics market

Tata Daewoo Mobility has delivered the first unit of its Hissen mid-size truck to a customer, launching full-scale sales of the model. The move signals the company's push to expand its mid-size truck lineup by targeting the standard-load and special-purpose vehicle segments — including urban logistics, recycling collection trucks and refrigerated cargo trucks.

The company held a first-customer handover ceremony at its headquarters in Gunsan, North Jeolla Province, on June 24, it announced Monday. Im Hyeong-jung, CEO of Tata Daewoo Sales, and other sales staff attended the event to hand over the vehicle to the inaugural customer.

The first Hissen customer is Lee Gang-won, 63, a freight carrier operating in northern Gyeonggi Province. Lee has driven Tata Daewoo's Prima trucks for 10 years since 2015, and chose the Hissen this time with his work environment in mind — one that involves frequent driving on narrow urban roads and alleyways.

"The Prima was a partner that supported my family's livelihood for the past 10 years," Lee said. "The roads in northern Gyeonggi Province, where I mainly operate, are narrow and rough, so maneuverability — being able to navigate not just main roads but back alleys — was critical."

"At a time when operating costs like fuel and maintenance matter just as much as the purchase price, I decided the Hissen was the best fit," Lee added. "It covers a wide range from 3.5 to 5 tons while offering both economy and urban driving performance."

The Hissen is a strategic model Tata Daewoo Mobility developed to target the standard-load mid-size truck market. While the mid-size truck segment has been shifting toward heavier-load models, the company determined that steady demand remains for standard-load and special-purpose vehicles — including urban delivery trucks, eco-friendly vehicles, recycling collection trucks, refrigerated cargo trucks and dump trucks.

A key feature is enhanced maneuverability for urban driving. The Hissen's cab is up to 115 millimeters narrower and up to 325 millimeters lower than conventional mid-size trucks — a design choice aimed at reducing the burden on drivers navigating the narrow roads and alleyways common in delivery work.

The truck also offers improved body and special-equipment compatibility. A newly developed 220-millimeter frame delivers both rigidity and weight reduction, and the axle design supports a maximum permissible load of up to 15 tons. The vehicle also incorporates a special-equipment-friendly design to accommodate a wide range of attachments and loading configurations.

Lower operating costs are another major selling point. The Hissen is competitively priced against comparable mid-size models and uses a selective catalytic reduction system to cut nitrogen oxide emissions. A 100,000-kilometer fuel filter replacement interval and hydraulic lash adjusters for automatic valve clearance further reduce maintenance demands. The overall package targets transport operators who weigh total cost of ownership — including fuel and maintenance expenses — alongside the purchase price.

In the commercial vehicle market, minimizing downtime is as important as vehicle performance. For urban logistics and special-purpose trucks, which operate on tight schedules with frequent repeat runs, maintenance convenience and operating costs are among the most critical factors in purchasing decisions.

"The Hissen is an urban mid-size truck developed with real-world driving performance and economy in mind — the things customers actually need in the field," a Tata Daewoo Mobility official said. "Starting with this first delivery, we will do our utmost to improve product and service quality so that more customers can experience the value and competitiveness of the Hissen."