KGM BRAND ROLLED OUT AS SSANGYONG GETS A NEW NAME AT LAST
Korean 4x4 specialist SsangYong, whose Rexton SUV and Musso double-cab have been perennial winners of the value category in our 4x4 of the Year awards since launch, has changed its name to KGM.
The company’s UK importer, which is now known as KGM Motors, had long accepted that the SsangYong name was an obstacle to growth here. However this new identity comes following a 2023 buyout in Korea by the KG Group – which rescued the factory from financial difficulties. The process of rebranding its dealerships has already begun, with a new white-on-black identity featuring SsangYong’s old twin-wings logo alongside the KGM name, and this is expected to be complete by the middle of 2024.
KGM Motors’ franchising boss Andrew Cookson says the network-wide rebranding exercise will be taken as an opportunity to expand its spread of dealers. ‘While other brands are restructuring and may be reducing their numbers of dealers in favour of the agency model, we see this as an opportunity to fill our remaining open points. 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.’
Also due in 2024, indeed during the first quarter of the year, is an all-new vehicle. The Torres is a medium-sized 4x4 whose rugged styling is reminiscent of the Toyota FJ Cruiser from some angles; based on aversion of the platform below the current Korando, it will sit between that vehicle and the larger Rexton. Power will be from a choice of petrol and, in EVX form, fully electric power trains. Following this, KGM is also on course to debut an all-electric pick-up truck. This will be related to the Torres EVX and is scheduled to enter mass production during the second half of 2024.
