KGM Motors UK Boosts Brand Visibility With High-Profile Ambassador Deal — Full Details
The Ambassador: Football Icon Lee Trundle
KGM Motors UK has appointed former professional footballer Lee Trundle as an official brand ambassador.
- Trundle is best known for his time at Swansea City, Bristol City and Leeds United.
- He scored 92 goals in 199 appearances for Swansea City, becoming a cult fan favourite renowned for flair and creativity. (KGM Motors UK)
- The partnership is being delivered alongside dealer partner Celtic Automotive. (KGM Motors UK)
The company believes his personality and popularity align strongly with its brand positioning — accessible, distinctive and community-focused.
“Lee is a fantastic addition… he’ll bring energy and authenticity aligned with our brand.” (motortrader.com)
“KGM is honest, confident and built for people who want something capable and different.” (motortrader.com)
What Trundle Will Do for the Brand
The ambassador role is not symbolic — it is operational and marketing-driven.
Trundle will:
- Appear at key automotive and dealer events across the UK
- Support local dealership activations and community engagement
- Create promotional and social content
- Help humanize the brand to mainstream audiences
The aim is to connect with real customers rather than rely only on traditional advertising. (motortrader.com)
Why KGM Is Investing in Visibility
The deal comes during a major brand transformation period:
1) Recent Rebrand
- SsangYong Motor UK officially became KGM Motors UK in 2024 after acquisition by KG Group. (KGM Motors UK)
- The company adopted the slogan “Go Different. KGM.” (jthughes.co.uk)
2) New Product Offensive
KGM has launched or introduced multiple models to rebuild perception:
- Torres SUV and Torres EVX electric version (KGM Motors UK)
- Actyon SUV (KGM Motors UK)
- Torres Hybrid (KGM Motors UK)
3) Network Expansion
The brand has also been expanding UK dealerships to grow reach and sales footprint. (Motor Trade News)
Strategic Goal of the Ambassador Deal
The partnership reflects a broader automotive marketing shift — moving from awareness advertising to personality-led trust marketing.
KGM’s objectives:
- Improve brand recognition after name change
- Rebuild emotional connection with buyers
- Position itself as a friendly, community-oriented alternative to mainstream SUV brands
- Accelerate dealer traffic and test drives
Football figures are particularly effective in the UK because they carry strong regional loyalty and credibility among everyday drivers.
Marketing Impact: Why It Matters
This is a classic automotive relaunch playbook:
| Challenge | Solution Used by KGM |
|---|---|
| Low awareness after rebrand | Celebrity association |
| Old brand perception | Fresh personality storytelling |
| Competing vs major brands | Local community marketing |
| Dealer footfall | Event-driven engagement |
Instead of celebrity luxury positioning, KGM chose a relatable sports personality, reinforcing its value-driven identity.
Bottom Line
KGM Motors UK’s appointment of Lee Trundle is a targeted brand-building move designed to accelerate recognition after the SsangYong-to-KGM transition. The ambassador will actively participate in events, content and dealer engagement to humanize the brand and attract new customers — supporting a broader strategy that includes new vehicle launches and expanding retail presence.
In short:
It’s less about celebrity endorsement — and more about rebuilding trust and familiarity in a rebrande
KGM Motors UK Boosts Brand Visibility With High-Profile Ambassador Deal
Case studies and expert commentary
KGM Motors UK (formerly SsangYong) is in the middle of a multi-year repositioning effort — moving from a value-focused niche SUV brand to a distinctive challenger automotive brand. The appointment of former footballer Lee Trundle as brand ambassador is not a standalone PR stunt — it fits into a broader marketing transformation combining rebranding, storytelling campaigns, dealer engagement and community-driven awareness.
Below are practical marketing case studies and strategic commentary explaining why the ambassador move matters and what other brands can learn from it.
Case Study 1 — Humanising a Rebranded Automotive Brand
Objective
After the 2023-2024 rebrand from SsangYong to KGM, the company needed to rebuild familiarity and trust quickly.
Brand changes typically destroy recognition:
- New name
- New identity
- New positioning
KGM therefore used personality marketing — attaching a recognisable human face to the brand.
Execution
- Appointed football personality Lee Trundle as ambassador
- Focus: community, fans, authenticity, accessibility
- Activation across:
- Events
- Dealer network
- Content creation
- Public engagement
The ambassador will help “bring KGM to life through events, dealer engagement and content that connects real people to the brand.” (motortrader.com)
Why it works
Rebrands often fail because consumers don’t trust unfamiliar brands.
A familiar person acts as a psychological bridge:
Old brand memory → Human recognition → New brand acceptance
This replaces “corporate credibility” with “social credibility.”
Marketing lesson
When changing brand identity, borrow trust before you build trust.
Case Study 2 — From Product-Led to Community-Led Automotive Marketing
Objective
Historically, the brand competed on practicality and value.
New goal: emotional differentiation.
KGM wants to stand for:
- Personality
- Confidence
- “Different choice” positioning
The ambassador reinforces that narrative.
The company emphasises authenticity and relatability as brand values. (motortrader.com)
Supporting campaigns
The “Black Alpaca” campaign symbolised choosing differently — standing apart from identical competitors. (KGM Motors UK)
Combined strategy
| Element | Role |
|---|---|
| Rebrand | Reset perception |
| Storytelling ads | Define personality |
| Ambassador | Human proof |
| Dealer events | Real-world interaction |
Result
The brand is no longer “a car you buy.”
It becomes “a brand you identify with.”
Marketing lesson
Emotional positioning needs a human character — not just a slogan.
Case Study 3 — Ambassador-Driven Dealer Traffic
Objective
Increase footfall across a growing UK dealer network.
KGM has been expanding outlets nationwide as part of its growth strategy. (Motor Trade News)
Execution
Ambassador appearances at dealerships:
- Fan meetups
- Local promotions
- Social content
- Community events
Why this matters
Car buying is still a high-consideration purchase.
People rarely visit dealerships without motivation.
Celebrity-triggered visits dramatically increase:
- Walk-ins
- Test drives
- Local media coverage
Parallel campaign results
Other marketing initiatives (e.g., the Torres launch) produced:
- +381% brochure requests
- +393% test drive leads (visarc.uk)
This shows KGM focuses on measurable offline conversion — not just impressions.
Marketing lesson
Ambassadors are strongest when tied to physical experiences, not only ads.
Case Study 4 — Rebuilding Brand Perception After a Name Change
Objective
Change consumer perception from budget SUV maker → modern challenger brand.
Rebranding already improved interest and favourability significantly. (TopDaily)
Role of the ambassador
The ambassador serves as:
- Social validation
- Familiarity anchor
- Cultural localisation (important for foreign brands)
This is especially critical because KGM is a Korean brand operating in the UK market.
Strategic insight
Foreign brands often struggle with emotional relatability.
Local personalities remove that barrier.
Marketing lesson
Global brands need local faces to feel local.
Expert Commentary — Why the Strategy Is Smart
The ambassador partnership is effective because it aligns with five proven marketing principles:
1) Trust Transfer
People trust people more than companies.
2) Memory Encoding
Humans remember stories and faces, not logos.
3) Rebrand Risk Reduction
Recognition reduces uncertainty in purchase decisions.
4) Community Marketing
Automotive purchases are social decisions (family, friends, status).
5) Experience-Led Sales
Events convert better than digital impressions for high-ticket items.
What Businesses Can Learn
Even outside automotive, the same framework applies:
| Brand Situation | Use an Ambassador? | Why |
|---|---|---|
| Rebrand | Yes | Replace lost recognition |
| New market entry | Yes | Borrow cultural trust |
| Commodity product | Yes | Add differentiation |
| High-ticket purchase | Yes | Reduce risk perception |
| Established premium brand | Optional | Already trusted |
Key Takeaway
KGM’s ambassador deal is not about celebrity endorsement — it’s about trust engineering.
The company is combining:
- Rebranding
- Storytelling
- Physical experiences
- Community identity
- Human association
The result is a shift from “another SUV manufacturer” to “a recognisable personality brand.”