Kevin Griffin is the Managing Director at KGM UK and brings more than 40 years’ experience to the table. And we had the opportunity to catch up with him at the launch of the new Musso Rhino and Rhino+ models to find out a little bit more about the Korean brand.
How difficult has the re-branding process been and what measures are you taking to get the KGM name out there?
Rebranding a company with over 70-years of history was never going to be easy, but we decided it was better to move quickly and confidently rather than drag the process out.
Almost overnight, we updated vehicle badging, dealer signage, showroom branding, and our entire digital presence, including the launch of a brand-new website, and a new CRM platform. It was a huge undertaking and required close cooperation with our internal teams, agencies, and our dealer partners, who invested alongside us in creating a more modern and consistent look across the network.
One of the biggest challenges has been making sure people understand that KGM is not a new start-up in the UK. We may have a new name, but we have been building vehicles since 1954 and are South Korea’s oldest car manufacturer. We have kept the winged logo to help connect the new KGM name with the established heritage of SsangYong Motors.
To build awareness, we have moved away from traditional, predictable automotive advertising. Our “Escape Convention” campaign uses bold, unconventional creative (including our Alpaca mascot) to position KGM as a confident alternative to the mainstream.
We are also growing our dealer network, filling gaps across the UK and working with ambitious partners who want a straightforward and profitable franchise model.
Ultimately though, our award-winning vehicles are our best advertisement. Once people experience a KGM for themselves, our conversion rates are strong. So, in simple terms, we want to get more people behind the wheel - and more bums on seats!
Which models are most important for your UK growth?
The most important models for our UK growth are the Torres Hybrid and Actyon Hybrid. They bring us into the heart of the market, where customers are looking for distinctive, well-equipped SUVs that offer strong value without looking like everything else on the road. The great news is that the customer gets an outstanding amount of car for their money with the added benefit of our zero per cent finance offers.
At the same time, we are not moving away from what KGM is already known for. The Musso pick-up and seven-seat Rexton remain a vital part of the range, particularly for customers who need genuine towing ability, four-wheel drive, and practicality.
Our commercial range is growing too. Alongside the established Musso and Rexton Commercial, we now have the all-new Musso Rhino, the Musso two-seat conversion, which offers a more attractive Benefit-in-Kind position, and the new Musso EV. Together, these models give us a much stronger proposition for fleet, business, and commercial customers.
So, our growth will come from combining modern hybrid and electric SUVs with the rugged, capable vehicles that have always been at the heart of the brand. That gives us a broader and more distinctive range than many of the newer brands entering the UK.
How important is the Musso to KGM’s line-up? Tell me about the new Rhino and the Musso EV?
The Musso is hugely important to KGM. It represents everything the brand has built its reputation on - tough, capable vehicles with genuine four-wheel-drive and towing ability, but at a price that offers excellent value. It also gives us a strong position in the pick-up market, where there are now fewer competitors and customers still need dependable, hardworking vehicles.
The new Musso Rhino takes that formula to the next level. It is our new flagship diesel pick-up, with a stronger road presence, a more modern and premium interior, and all the capability customers expect from a Musso. It has been designed to appeal not only to traditional commercial users, but also to lifestyle buyers who want a pick-up that is equally comfortable on a worksite or being used every day.
The Musso EV is equally significant because it brings the same practicality and capability into the electric market. It offers permanent four-wheel drive, a 2.3-tonne towing capacity, a 690kg payload and a range of up to 240 miles. At £39,995, including VAT and the Plug-in Van Grant, it provides a highly competitive route into electric commercial vehicle ownership, with particularly attractive Benefit-in-Kind costs for company drivers. Most importantly, it gives customers a genuine choice between diesel and electric without asking them to pay a premium to make the more sustainable option.
Together, the Musso Rhino and Musso EV allow us to give customers a genuine choice. Whether they need diesel or electric power, they do not have to compromise on the ruggedness, practicality, and value that the Musso name stands for.
There seems to have been an influx of pick-ups lately – is that an issue for KGM? And what about the BiK changes?
More competition is not necessarily a bad thing. It brings fresh attention to the pick-up market and shows there is still strong demand for capable, versatile vehicles. For KGM, the Musso is not a new direction or a lifestyle experiment - we have decades of experience building rugged four-wheel-drive vehicles, and we already have an established customer base and dealer network behind us.
The Benefit-in-Kind changes are clearly a challenge for the whole sector. Under the new rules, most double-cab pick-ups are treated as cars for tax purposes, which can significantly increase the cost for company drivers.
Our response is to give customers more choice. We still have the diesel Musso for buyers who need its towing ability, durability, and long-distance capability, but we have also introduced a two-seat commercial conversion that offers a more attractive tax position. Alongside that, the Musso EV gives company drivers an electric option with a four per cent Benefit-in-Kind rate for 2026/27 which equates to less than £40 per month – the lowest BIK of any commercial vehicle on the road.
Ultimately, competition and tax changes mean we have to work harder, but we believe our breadth of choice is a real advantage. We can offer diesel or electric, commercial, or lifestyle-focused models, while retaining the capability and value that Musso customers expect.
How many dealers do you have and is this number expanding?
Right now, we have just over 65 excellent dealer partners anchoring the KGM name across the UK, and our immediate target is to methodically expand that footprint to an 80-strong national network.
Our franchise is growing because we are incredibly easy to do business with. At a time when other car manufacturers are squeezing their retailers with highly restrictive 'agency contracts' or demanding multi-million-pound showroom 'gin palaces’, KGM keeps things entirely straightforward. We don't burden our partners with heavy mandatory overheads.
We have great geographical coverage, but we are actively looking for the right partners to fill our final target territories in Cambridgeshire, East Anglia and Essex, Glasgow, Greater Manchester, North Birmingham and Staffordshire, North Wales, and Yorkshire. For any forward-thinking retailer, KGM represents a profitable, high demand, 4x4, pick-up, and SUV franchise that is built for the real world.
What partnerships are you involved in?
Partnerships are becoming an increasingly important part of how we build awareness of the KGM brand in the UK. Our partnership with the RAF Red Arrows is a great example. As their Official Vehicle Partner, we provide Rexton SUVs and Actyon Hybrids to support the team as they travel to displays across the UK. It is a strong fit for us because the Red Arrows represent precision, performance, and professionalism, whilst having huge public appeal.
We are also proud to support Hood 2 Farm, the YouTube series created by South London rapper Fekky. It follows his journey from an urban music background into farming and rural life, as he visits farms, learns new skills, and works towards creating his own farm.
What really appealed to us is the purpose behind it. Fekky is using his own experiences and profile to introduce young people, particularly those growing up in inner cities, to a completely different way of life. It encourages them to connect with nature, understand where food comes from and see opportunities beyond the environment they may be familiar with. That strongly resonates with KGM. It is unconventional, authentic, and focused on opening people’s eyes to new possibilities.
There is also a natural product connection, with the Musso Saracen being used throughout the series as a genuine working vehicle rather than simply appearing as a sponsor’s logo. For us, it is a partnership with real meaning. It allows us to support something positive and educational while reaching audiences that automotive brands do not always speak to.
We also sponsor SUPBIKERUN, which is a great fit for KGM because it celebrates adventure, the outdoors and people pushing themselves beyond their comfort zone. The combination of paddleboarding, cycling and running reflects the active, versatile lifestyle many of our customers enjoy, while the event’s sense of challenge and community aligns closely with our “Escape Convention” attitude. It gives us an authentic way to connect the brand with people who value freedom, capability and getting out to explore.
And then we have our brand ambassadors - Fuzz Townshend of Car SOS, and professional footballer, Lee Trundle are both strong ambassadors for KGM because they are credible, down-to-earth, and genuinely connect with our audience. Fuzz brings trusted automotive expertise and a real passion for vehicles through Car SOS, while Lee has a loyal following and strong links to football, important mental health charities, and local communities. Together, they help make the brand feel more relatable, authentic, and accessible.
These relationships give consumers the chance to see our vehicles in a “real-world” environment, outside the traditional showroom setting. That is important for a growing brand like KGM, because partnerships help us reach new audiences, create memorable experiences, and demonstrate that our vehicles are practical, dependable, and capable in the real world.
We are focused on partnerships that feel authentic and give us more than just logo exposure. They need to reflect the brand, support our growth, and help more people understand what KGM stands for.
How does KGM describe itself to UK buyers?
KGM describes itself to UK buyers as the confidently unconventional choice. Our “Escape Convention” campaign is built around the idea that drivers do not have to follow the crowd or settle for another look-alike SUV. We offer distinctive, capable, and well-equipped vehicles for people who want something different, without compromising on value or practicality.
Our alpaca mascot brings that personality to life. It is unexpected, memorable and a little playful, which helps us move away from traditional, overly serious automotive advertising. Together, the campaign and the alpaca show that KGM is a brand with character: rugged where it matters, but never afraid to do things differently.
How important is brand loyalty compared to conquest sales?
Brand loyalty and conquest sales are both very important. The UK car market is changing quickly, and buyers are more open than ever to considering brands outside the traditional mainstream. That gives KGM a real chance to win customers who may not have looked at us before.
Models such as the Torres, Torres EVX and Actyon Hybrid give us a strong conquest proposition because they offer distinctive styling, generous space, high levels of technology and excellent value. When that is combined with affordable finance offers, including zero per cent finance, it makes switching to KGM a much easier decision.
Of course, sustainable growth is not just about winning new customers; it is also about giving them a reason to stay. So, while conquest sales are our immediate priority, building long-term loyalty through strong products, good dealers and excellent customer care is just as important.
Where do you see KGM in the UK market five years from now?
Our strategy is not to chase volume through unsustainable discounting, but to grow alongside genuine customer demand while protecting dealer profitability and vehicle residual values. The transition to zero-emission vehicles will be a major part of that journey. We are managing our growth carefully under the ZEV mandate, using the flexibility available to smaller manufacturers while developing a broader range of electric, hybrid, and combustion-powered vehicles. We will move beyond the small-volume thresholds when our product range, dealer network and customer demand are ready - not simply to achieve a short-term registration target.
Products such as the Musso EV and Torres EVX demonstrate how electrification can complement our traditional strengths rather than replace them. Longer term, future concepts give an indication of the bold, capable vehicles KGM is developing for the future. Ultimately, I want KGM to be recognised as the confident alternative to the mainstream: a brand offering distinctive, well-equipped, and genuinely capable vehicles at an attainable price. In five years, the KGM name should feel familiar to UK buyers, while still standing for something refreshingly different.