Trademark filings in Australia suggest SsangYong is preparing to rebrand as KG Mobility, following the lead of its parent company in South Korea.
South Korean car maker SsangYong could soon be known by a new name in Australia.
The company filed a trademark application for KG Mobility in Australia on the same day it switched from being known as SsangYong to KG Mobility in South Korea – suggesting the new name will be adopted locally in the coming months.
A spokesperson for SsangYong had previously told Drive to expect confirmation in late April. Now it seems the announcement will be a formality.
With SsangYong facing bankruptcy, South Korean business giant KG Group purchased a majority share of the struggling car maker from Indian company Mahindra in mid 2022 – and paid off approximately $AU340 million of debt on SsangYong’s behalf.
SsangYong’s new boss, Kwak Jea-sun, announced in January 2023 it would be renamed as KG Mobility, with the change being introduced in March 2023.
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“The name – SsangYong Motor – has a fandom with good memories, but it also has a painful image,” Mr Kwak said in January 2023.
“From now, all SsangYong cars will come out to the world under the name of KG. Even with the name change, SsangYong Motor’s history will not change and [the company] will have the same conditions.”
As reported in March 2023, it appears KG Mobility is also reintroducing SsangYong’s old ‘twin-ring’ logo used throughout the 1990s as part of the rebranding.
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