Following the launch of the all-new KGM Torres mid-sized SUV in March, KGM New Zealand is collaborating with New Zealand band ZED.
The partnership follows a recent rebranding for the South Korean mobility firm KGM (formerly SsangYong). It announced a change of direction in March this year, reflecting new ownership by KG Mobility.
KGM and ZED are both embarking on new chapters and hence the partnership. ZED is set to release its first album in 20 years.
Earlier this year, KGM introduced the all-new Torres, the first new model since its name change. ZED has been busy producing working on a new album that drops in August, while the KGM team has been busy bringing the Torres to market.
The medium-sized SUV is the first model to reflect KGM’s new brand platform “Crafted to Unexpected”. Its aim is to provide Kiwis with a fresh take on urban living by injecting the essence of K-culture onto our streets.
Kym Mellow, General Manager of Inchcape New Zealand, the KGM distributor says, “We see the partnership with ZED as our Kiwi equivalent of the Hallyu, otherwise known as the Korean wave phenomenon.
“Music plays a huge part in connecting people and driving popular culture in Korea, as it has also done for many years in New Zealand.
“Through our partnership with ZED, we wish to embrace our nation’s love for homegrown music and work together to support each other in our future endeavors.
“This is a truly unique partnership, which defies category conventions, and supports our quest to build the KGM brand through distinctive and unexpected brand activity.”
KGM is using ZED’s first single off the album, ‘Future You’ in its TV commercial. The four band members are also now driving KGM Torres models and are the first KGM brand ambassadors in New Zealand.
ZED’s new album release date is August 23. The band and KGM are running a VIP weekend experience in Akaroa to celebrate the release.
Mellow says: “We are giving away a KGM and ZED VIP weekend experience where participants can go into the draw to win one of three double passes to attend ZED’s album release party. This also includes return flights to Christchurch, accommodation for two nights, a dining experience, a KGM TORRES loan vehicle car, double pass tickets to ZED’s album launch and a signed vinyl.”
