SsangYong Australia is undergoing a rebranding and will now be called KGM SsangYong Australia, aligning it with other global markets.
Having rebranded to KG Mobility in South Korea, the company’s Australian branch will adopt the KGM prefix while retaining the SsangYong name and its iconic winged logo.
Australia is among the last regions to implement the KGM label, a name that emerged after the KG Group, a South Korean industrial firm, acquired a 61 percent stake in the company in 2022.
Interestingly, Australia is one of the few places that will utilize the combined KGM SsangYong branding, a strategic choice aimed at preserving brand recognition. In other markets, the manufacturer is simply referred to as KG Mobility or KGM.
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In December 2022, Kwak Jae-sun, chairman of SsangYong and KG Group, stated, “We have opted for a new name to fully leverage the strength of SsangYong Motor. While the brand has a loyal following, it also carries some negative associations.”
The launch of the new branding aligns with the upcoming release of the Torres SUV, set to hit the market in October.
SsangYong has been a staple in the Australian automotive industry since the mid-1990s. Since 2019, it has operated as a factory-owned entity with a national headquarters and parts distribution center based in Melbourne.
The KGM Australia SsangYong lineup features the Musso ute, the Rexton seven-seat large SUV, and the mid-sized Korando crossover.
The petrol variant of the Torres will be released alongside the electric Torres EVX later this year, marking the company’s first electric vehicle (EV) debut in Australia.
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