From SsangYong to KG Mobility and the long road to the US market
Sheridan, WY, 23 February 2026 – For most car lovers in the United States, the name SsangYong does not ring a bell. Those who do recognize it often remember cars sold outside the US, sometimes known more for their unusual design than for their visual appeal. Models like the Rodius MPV and, more recently, the Torres SUV, which drew comparisons to the Jeep Grand Cherokee, shaped this image.
What many people do not know is that SsangYong did try to enter the American car market not long ago. The plan failed, but the story did not end there. Today, the company has a new name, a new owner, and a new direction. It is now known as KG Mobility, and a future US entry is still a possibility.
A missed chance in the US
SsangYong’s most serious attempt to reach the United States came through a proposed takeover by Edison Motors. The idea was ambitious. Edison planned to bring SsangYong vehicles to the US, Canada, and Mexico, while also turning the brand fully electric by 2030.
Although Korean courts approved the deal in 2022, Edison failed to make the required payments. The acquisition collapsed, and with it, the US launch plans. Later that same year, the company was acquired by KG Group, leading to a full rebrand. With this change, all American market ambitions were put on hold.
Strong competition from established brands, along with the dominance of other Korean automakers already successful in the US, made SsangYong’s task even harder. Limited global presence outside Korea also worked against the brand.
A company with deep roots
While the name SsangYong disappeared in 2023, the company’s history goes back to the 1950s. Its earliest form was the Ha Dong-hwan Motor Workshop, founded in 1954. After merging with Dongbang Motor Company in the 1960s, it focused on commercial vehicles like buses, trucks, and military Jeeps built under license.
In the 1980s, the company expanded by acquiring Keohwa, another Jeep producer, and later came under the SsangYong Business Group. This is when the SsangYong Motor name was born. A major turning point arrived in 1991 with a partnership with Daimler-Benz. This collaboration helped improve engineering quality and led to models such as the Musso, Rexton, and Korando, many of which used Mercedes-Benz technology.
Over the years, SsangYong passed through several owners, including Daewoo Motors, SAIC Motor, and Mahindra Automotive. Each takeover came with hope, but also financial struggles.
The KG Mobility reset
In 2023, KG Group completed a successful takeover and dropped the SsangYong name altogether. The new identity, KG Mobility or KGM, was designed to move away from past baggage and start fresh. The focus shifted to cleaner design, better quality, and electric mobility.
This rebrand was more than a name change. It was an effort to rebuild trust and modernize the brand for global markets, including discussions of a possible future return to the US market.
What KGM sells today
KG Mobility’s current lineup includes compact and mid-size SUVs and one pickup truck. The Tivoli and Korando serve the compact crossover segment. The Torres, launched in 2022, sits higher in the range and is offered with both petrol and electric power. The electric version is called the Torres EVX. The Actyon, introduced in 2024, adds another mid-size SUV option.
The Musso pickup, known in Korea as the Rexton Sports, remains an important model. Originally an SUV, it later evolved into a pickup and now even has an all-electric version on the way.
Learning from Korean success stories
While KG Mobility is still searching for the right moment, other Korean brands already made it big in America. Kia and Hyundai entered the US market in the 1980s. They built their reputation slowly, focusing on affordable pricing, reliability, and strong value for money.
Kia arrived in 1986 through a partnership with Ford, first selling rebadged models before standing on its own. Hyundai followed a similar path, winning attention with budget-friendly cars like the Excel and long-running models such as the Sonata. Today, both brands are household names in the US, along with Hyundai’s luxury arm, Genesis.
The road ahead
KG Mobility’s journey shows how difficult the American auto market can be. Strong competition, brand perception, and timing all matter. Still, with a cleaner image, electric vehicles, and lessons from other Korean automakers, KGM may yet find a way back to the US conversation.
For now, its story remains one of near entry, missed chances, and quiet rebuilding, a reminder that in the global car industry, persistence often matters as much as performance.
