KGM Motors UK Appoints Lee Trundle as Brand Ambassador — Full Details
Date: February 2026
Company: KGM Motors UK (formerly SsangYong Motors UK)
KGM Motors UK has announced the appointment of former Welsh professional footballer Lee Trundle as its new brand ambassador, marking a marketing-focused move designed to strengthen public awareness and emotional connection with the recently rebranded automotive marque. (Automobile Magazine-Otomobil Haberler)
Who is Lee Trundle?
Lee Trundle is widely known in UK football culture as a “cult hero,” particularly among fans of Swansea City and Bristol City. His flair, creativity, and personality earned him a strong grassroots fan following beyond traditional top-tier celebrity endorsements — a trait brands increasingly value in community-driven marketing.
Why KGM Motors Chose Him
KGM Motors (the new identity of SsangYong in the UK) is undergoing a repositioning effort after its transition under KG Group ownership and global brand refresh. (Motor Source Group)
The brand is moving from a budget-SUV image toward a modern lifestyle mobility brand focused on technology, electrification, and wider appeal. (NamasteCar)
The Trundle partnership aligns with three strategic goals:
- Humanize the rebrand – connect the new name “KGM” with a familiar public personality
- Reach everyday drivers – football culture resonates strongly with mass-market audiences
- Boost grassroots credibility – relatable ambassadors outperform distant celebrities for trust
Expected Role and Activities
As brand ambassador, Lee Trundle is expected to participate in:
- Promotional campaigns and advertising
- Social media engagement and fan activations
- Community and dealership events
- Football-related sponsorship appearances
- Product awareness drives for SUVs and upcoming EV models
This type of partnership typically focuses less on luxury prestige and more on approachability and authenticity — matching KGM’s value-oriented customer base.
Context: KGM Motors’ Transformation
The appointment comes during a broader transition period:
- SsangYong UK officially rebranded to KGM Motors UK (Motor Source Group)
- Expansion of new model lineup including SUVs and electric vehicles (Motor Source Group)
- Brand repositioning toward future mobility and technology (NamasteCar)
This makes the ambassador strategy part of a brand rebuilding phase, not just a marketing campaign.
What It Signals for the Market
The move highlights a growing trend in automotive marketing:
| Old Strategy | New Strategy |
|---|---|
| Celebrity prestige endorsements | Relatable personality ambassadors |
| Product-focused messaging | Lifestyle & community storytelling |
| Top-down advertising | Social engagement marketing |
KGM’s choice suggests it is targeting mainstream drivers rather than premium-brand competition — positioning itself as a friendly, accessible SUV and EV brand.
In short:
The Lee Trundle partnership is less about star power and more about trust, familiarity, and grassroots engagement — a deli
KGM Motors UK Appoints Lee Trundle as Brand Ambassador — Case Studies & Commentary
KGM Motors UK (the rebranded SsangYong) selecting former footballer Lee Trundle as brand ambassador is not just a PR announcement — it reflects a broader marketing shift in the automotive industry: moving from prestige celebrity endorsements to community-driven brand trust building.
Below are real-world style case analyses explaining what the decision means commercially and strategically.
Case Studies
1) Rebranding Recovery Strategy (From SsangYong → KGM)
Situation
SsangYong historically had:
- Low awareness
- Budget perception
- Weak emotional connection
- Confusing brand identity
After becoming KGM Motors, the company faced a classic problem:
People don’t trust a new brand name they don’t recognize.
Marketing Challenge
They must:
- Keep existing customers
- Reintroduce themselves to the market
- Avoid looking like a completely unknown manufacturer
Why Lee Trundle Helps
Trundle is not a distant celebrity — he is a familiar, relatable sports personality.
This allows KGM to borrow local credibility rather than global fame.
Result (expected)
Instead of explaining the rebrand technically:
The ambassador becomes the explanation.
Customers think:
“Someone I recognize trusts this brand → it must still be reliable.”
2) Grassroots Sports Marketing vs Luxury Celebrity Marketing
Traditional Auto Endorsements
Premium brands:
- F1 drivers
- Hollywood actors
- Global influencers
Goal → aspiration
KGM Approach
Local football icon
Goal → familiarity
| Brand Type | Emotional Message |
|---|---|
| Luxury | “Be impressive” |
| Mass-market | “Be comfortable choosing this” |
KGM targets buyers who want reassurance — not status.
3) Dealership Footfall Activation
Problem
Car buyers rarely visit dealerships without a trigger.
Ambassador Solution
Local appearances create:
- Test-drive events
- Family attendance
- Social media sharing
- Local press coverage
A football personality is particularly effective because fans show up physically — not just online.
Business Effect
Ambassador events convert awareness → showroom visits → leads
For mid-tier brands, physical engagement drives more sales than digital ads.
4) Competing With Established SUV Brands
KGM competes against:
- Dacia
- MG
- Hyundai
- Kia
All already have strong recognition.
KGM cannot outspend them in advertising — so it must:
Out-relate them.
The ambassador strategy acts as a shortcut to familiarity.
Commentary & Industry Insights
Why modern car brands choose relatable figures
Consumers trust:
- Familiar personalities
- Community figures
- Authentic endorsements
More than scripted celebrity advertising.
This is especially true for:
- Value vehicles
- Family SUVs
- New brand names
Trust matters more than prestige.
Why football works particularly well
Football in the UK provides:
- Cross-age appeal
- Regional loyalty
- Emotional identity
That creates brand association stronger than traditional ads.
Car buyers often purchase emotionally first — rationalize later.
Rebranding Psychology
When a company changes its name, buyers subconsciously fear:
- Ownership change
- Quality change
- Parts availability risk
An ambassador reassures continuity:
The brand feels human again.
Broader Industry Trend
Automotive marketing is shifting toward community credibility marketing
Instead of saying:
“Here are our specs”
Brands now say:
“Here is who uses us”
Strategic Takeaway
This partnership is less about promoting a specific vehicle and more about solving a trust gap:
| Problem | Solution |
|---|---|
| Unknown brand | Familiar personality |
| Low awareness | Local engagement |
| Budget image | Human connection |
| Rebrand confusion | Social proof |
Final Insight
KGM is not trying to look bigger — it’s trying to look safer to buy.
The Lee Trundle partnership shows the brand understands its real competition is not other cars — it is consumer hesitation toward unfamiliar brands.
The ambassador becomes a bridge between old SsangYong customers and new KGM buyers.