Hello KGM
Hello KGM
[INTRODUCTION]
[INTRODUCTION]
After 35 years, SsangYong has boldly rebranded as KG Mobility (KGM)—a new name for a new era of innovation and mobility. Backed by the KG Group, KGM is driving into the future with a sharp focus on electrification, smart tech, and a fresh brand spirit: “Go Different. KG Mobility.”
Year
2025
Industry
Car manufacturing
Scope of work
/
Branding
/
Event
[INTRODUCTION]
After 35 years, SsangYong has boldly rebranded as KG Mobility (KGM)—a new name for a new era of innovation and mobility. Backed by the KG Group, KGM is driving into the future with a sharp focus on electrification, smart tech, and a fresh brand spirit: “Go Different. KG Mobility.”
Year
2025
Industry
Car manufacturing
Scope of work
/
Branding
/
Event
[CHALLENGES]
[CHALLENGES]
[CHALLENGES]
One of the biggest challenges in marketing the name change was overcoming brand recognition hurdles—transitioning loyal customers from the legacy of SsangYong to the forward-looking identity of KG Mobility without losing trust or heritage.
One of the biggest challenges in marketing the name change was overcoming brand recognition hurdles—transitioning loyal customers from the legacy of SsangYong to the forward-looking identity of KG Mobility without losing trust or heritage.
One of the biggest challenges in marketing the name change was overcoming brand recognition hurdles—transitioning loyal customers from the legacy of SsangYong to the forward-looking identity of KG Mobility without losing trust or heritage.
Brand recognition loss – SsangYong had decades of history; introducing KGM meant starting fresh in the minds of many consumers. Customer trust and loyalty – Long-time customers were emotionally attached to the SsangYong name and skeptical of the change. Global awareness – SsangYong had limited international presence, and KGM had to reintroduce itself in unfamiliar markets. Negative past associations – SsangYong’s financial struggles and ownership changes needed to be carefully distanced from the new identity. Clear communication of vision – Articulating what “KG Mobility” stands for and how it differs from the past required a focused, forward-looking narrative.
Brand recognition loss – SsangYong had decades of history; introducing KGM meant starting fresh in the minds of many consumers. Customer trust and loyalty – Long-time customers were emotionally attached to the SsangYong name and skeptical of the change. Global awareness – SsangYong had limited international presence, and KGM had to reintroduce itself in unfamiliar markets. Negative past associations – SsangYong’s financial struggles and ownership changes needed to be carefully distanced from the new identity. Clear communication of vision – Articulating what “KG Mobility” stands for and how it differs from the past required a focused, forward-looking narrative.
Brand recognition loss – SsangYong had decades of history; introducing KGM meant starting fresh in the minds of many consumers. Customer trust and loyalty – Long-time customers were emotionally attached to the SsangYong name and skeptical of the change. Global awareness – SsangYong had limited international presence, and KGM had to reintroduce itself in unfamiliar markets. Negative past associations – SsangYong’s financial struggles and ownership changes needed to be carefully distanced from the new identity. Clear communication of vision – Articulating what “KG Mobility” stands for and how it differs from the past required a focused, forward-looking narrative.
[FINAL TOUGHTS]
[FINAL TOUGHTS]
[FINAL TOUGHTS]
KG Mobility's launch has generally been well-received, marking a refreshing new chapter after decades as SsangYong. The debut of SUVs like the Actyon and Torres—reimagined with sharper styling, modern cabins, and competitive pricing—earned strong praise at media events and helped build tangible excitement in key markets like South Korea, Europe, and the Middle East.
KG Mobility's launch has generally been well-received, marking a refreshing new chapter after decades as SsangYong. The debut of SUVs like the Actyon and Torres—reimagined with sharper styling, modern cabins, and competitive pricing—earned strong praise at media events and helped build tangible excitement in key markets like South Korea, Europe, and the Middle East.
KG Mobility's launch has generally been well-received, marking a refreshing new chapter after decades as SsangYong. The debut of SUVs like the Actyon and Torres—reimagined with sharper styling, modern cabins, and competitive pricing—earned strong praise at media events and helped build tangible excitement in key markets like South Korea, Europe, and the Middle East.
The rebrand successfully generated buzz and renewed interest in the brand, positioning KGM as a serious contender in the evolving global mobility landscape.
The rebrand successfully generated buzz and renewed interest in the brand, positioning KGM as a serious contender in the evolving global mobility landscape.
The rebrand successfully generated buzz and renewed interest in the brand, positioning KGM as a serious contender in the evolving global mobility landscape.
© 2025 SUPER11 Creative Zrt.
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© 2025 SUPER11 Creative Zrt.
Let’s talk.
Tell us about your project—
whether it's visual, social or any other brand communication stuff
Prompt response
The clearer you are, the faster we respond.
Clear next steps.
Once we catch up, you’ll get a straightforward plan and schedule.