KGM’s Bold Rebranding: Chairman Kwak Jae-sun’s Vision for a New Era in Korean Mobility

KGM’s Rebirth: From SsangYong to a New Korean Icon

Did you know that the legendary Korean SUV maker SsangYong is now KGM? After 70 years of history and a rollercoaster of financial troubles, the brand is rewriting its story under the leadership of Chairman Kwak Jae-sun. Since KG Group’s acquisition in 2022, KGM has not only changed its name but also its entire trajectory. The company’s recent event at its Pyeongtaek HQ, ‘KGM FORWARD’, showcased a bold roadmap: seven new eco-friendly models by 2030, a focus on hybrids, and a renewed commitment to quality and innovation. This is more than a facelift—it’s a statement that KGM is ready to stand tall again, both in Korea and worldwide.

The Hybrid Revolution: Torres Hybrid and Actyon Hybrid Lead the Charge

KGM is betting big on hybrids as the future of mobility. The launch of the Torres Hybrid marked the company’s first major step into electrification, boasting a next-gen dual tech hybrid system with impressive fuel efficiency (15.7 km/L). Now, the spotlight is on the upcoming Actyon Hybrid, set for release in late 2025 at a competitive price point. These hybrids aren’t just about better mileage—they’re about redefining what Korean SUVs can offer, blending outdoor adventure with city comfort. The company’s partnership with Chinese giants BYD and Chery brings advanced tech to the lineup, including EREV and PHEV options. For KGM, hybrids are the bridge to a cleaner, more practical future.

Global Expansion: From Korea to the World

KGM’s ambitions stretch far beyond Korea. Exports now make up 70% of total sales, a dramatic jump from just 40% two years ago. The brand is expanding its global network from 78 to 93 countries, with strong pushes into markets like Australia, Europe, and Turkey. In Australia, for example, the rebrand is complete, and models like the Musso ute and Rexton SUV are gaining traction. KGM’s global strategy includes local launches, dealer conferences, and even online car sales through platforms like Naver in Korea—a first for any automaker in the country. The message is clear: KGM wants to be recognized as a truly global player, not just a Korean brand.

Community Buzz: What Are Koreans Saying?

Korean online communities are buzzing with mixed reactions to KGM’s transformation. On DC Inside and FM Korea, some users express nostalgia for the SsangYong name, while others praise the boldness of the rebrand and the improved product lineup. Comments like ‘It finally feels like a Korean company again’ and ‘The new hybrids are game-changers’ are common, but there’s also skepticism: ‘Will the new name stick?’ and ‘Can KGM compete with Hyundai and Kia?’ On Naver and Daum, the focus is on the practical benefits—affordable hybrids, improved after-sales service, and the promise of better resale value through programs like the Actyon Super Guarantee. The consensus? KGM is on the right path, but the road ahead is still challenging.

A New Kind of Customer Experience: Subscription and Lifestyle Services

KGM isn’t just selling cars—it’s selling a lifestyle. The upcoming KGM MOBILING subscription service, launching in Q3 2025, lets customers drive various KGM vehicles without the hassle of ownership costs, insurance, or maintenance. There’s even talk of camping gear subscriptions and outdoor adventure packages, reflecting Korea’s growing outdoor culture. Experience Centers in Gangnam, Ilsan, and soon in Busan, Daegu, and Gwangju, offer hands-on engagement, test drives, and digital experiences. This approach is about more than just cars—it’s about integrating mobility into daily life and leisure, a trend that’s resonating with younger, urban Koreans.

Cultural Insights: Why KGM’s Story Matters to Global Fans

For international fans, KGM’s journey is a window into Korea’s industrial resilience and innovation. The brand’s emphasis on ‘Korean Genuinely Made’ and the integration of national symbols into vehicle design reflect a broader trend of Korean companies asserting their identity on the world stage. KGM’s pivot to hybrids and mobility services mirrors global shifts in how people view transportation—not just as a means of getting from A to B, but as an extension of lifestyle, sustainability, and national pride. Watching KGM’s rise offers a unique glimpse into how Korean brands adapt, survive, and thrive in the face of adversity.

What’s Next? The Road Ahead for KGM

KGM’s roadmap is ambitious: seven new eco-friendly models by 2030, deeper global partnerships, and a relentless focus on customer experience. The upcoming launches of the Musso Sports/Khan 2.0 gasoline models, the SE10 (co-developed with Chery), and the expansion of the subscription service signal a company that’s not just surviving but aiming to lead. Chairman Kwak’s vision is clear—KGM is not content to be a footnote in Korean automotive history. The brand wants to write a new chapter, one that combines tradition, innovation, and a truly global outlook. Will it succeed? Only time will tell, but one thing’s for sure: KGM is a name you’ll be hearing a lot more of in the coming years.