Football cult hero Lee Trundle completes deadline-day move to KGM Motors UK as brand ambassador
KGM Motors UK, formerly SsangYong, announce Lee Trundle as the brand’s latest ambassador.
In partnership with dealer partner Celtic Automotive, the former Swansea City, Bristol City, and Leeds United striker will join a growing line-up of personalities who help bring KGM to life through events, dealer engagement and content that connects real people to the brand. As first revealed on transfer deadline day, Lee is widely regarded as one of British football’s great showmen, celebrated for his audacious flair, creativity and ability to entertain crowds as well as score goals. After building his reputation in non-league football, he became a fan favourite and club icon during his time at Swansea City, where he scored 92 goals in 199 appearances across two spells and remains a revered figure among supporters.
At 49 years old, Trundle is still lacing up his boots, continuing to turn out for Welsh third-tier side Pure Swansea FC, underlining the passion and longevity that have defined his career. And with his latest “transfer” to KGM UK, Lee will play an active role in supporting the brand across the UK, appearing at key events, working with the dealer network and creating engaging content that reflects KGM’s character and values. On signing as KGM UK’s latest brand ambassador, Lee said: “KGM is a brand with real personality.
“It’s a brand that is honest, confident and built for people who want something capable and different. I’ve always loved connecting with fans and communities, so becoming a KGM ambassador feels like a natural fit. I’m excited to get involved and help more people discover what KGM is all about.”
KGM Motors UK, Managing Director, Kevin Griffin, added: “Lee is a fantastic addition to the KGM family.
“He’s widely respected and will bring energy and authenticity, which are qualities that align perfectly with our brand. We’re looking forward to working with Lee across our dealer network and events programme as we continue to grow KGM’s presence in the UK.” KG Mobility (formerly SsangYong Motor Company) is a Korean car manufacturer specialising in 4x4s, SUVs, MPVs and pick-up trucks.
Established in 1954, the company began by manufacturing trucks, busses, and special purpose vehicles for the export market, establishing the strong and reliable DNA of its products on the market today. The headquarters for KG Mobility is in the Gangnam district of Korea’s capital, Seoul, and its principal vehicle manufacturing plant is currently at Pyungtaek, which has the capacity and latest technology to produce 240,000 cars per year. The company has invested in a new factory, in the same area, which is has been developed specifically for to accommodate the production of pure-electric vehicles (EV) and hybrid-electric vehicles (HEV).
The distribution rights for KGM Motors UK were acquired by Bassadone Automotive Group in 2011. KGM Motors UK operates as the official importer of KG Mobility vehicles, parts, and accessories in England, Wales, Scotland and Northern Ireland. KGM Motors UK rebranded from SsangYong Motors UK in January 2024 and has undergone a dramatic transformation. It has a strong growth strategy, with a firm focus on excellent customer service, value for money automotive solutions and the expansion of an evenly spread dealer network to 80-strong in 2025.