SsangYong was rebranded to KG Mobility in 2023 following the takeover by the KG Group in August 2022. The parent company of SsangYong Motors UK, Bassadone Automotive Group, was trying to retain the SsangYong name as it had been marketing the brand since 2011. Now, the Korean carmaker’s 73 dealerships in the UK will be rebranded as KG Motors by mid-2024. The dragon-wing logo will remain the same, but there’s a new slogan “Go different, KGM”.
Kevin Griffin, KGM Motors UK managing director, said their vision is to focus on the application of a modern brand that is future-oriented, utilizes new technologies, and ventures into electrification, autonomous driving, and connectivity. He said the rebrand is a fundamental stepping stone.
“Our brand promise is based on honesty and integrity, which is the foundation of KGM Motor UK’s mission. We have embraced the global corporate identity change, a cornerstone of our vision, which will enhance brand perception and help achieve customer satisfaction.”
Griffin said the implementation of the corporate identity program makes a pivotal shift as the brand steers beyond traditional manufacturing and sales. “The ultimate vision is to focus on the application of a modern brand that is future-oriented, utilizes new technologies, ventures into electrification, autonomous driving, and connectivity.”
Andrew Cookson, head of franchising at KGM Motors UK, said they are an ambitious growing brand. “The new corporate identity is a great opportunity for us to work with our partners to improve the quality of our dealerships and customer service. We’re committed to exploring and implementing innovative solutions in the UK market to achieve this objective.”
Cookson pointed out that while other brands are restructuring and may be reducing the number of dealers, KGM Motors sees this as an opportunity to fill the remaining open points.