At the Hilton Frankfurt Gravenbruch Hotel in Neu-Isenburg, Germany, the mood was electric—quite literally—as KG Mobility (KGM) rolled out its latest eco-friendly vehicles to a global audience on September 17 and 18, 2025. The event, which drew 156 participants including dealership representatives and journalists from 38 countries spanning Europe, the Middle East, and Latin America, marked a significant moment for the South Korean automaker as it seeks to expand its footprint overseas and redefine its place in the global automotive market.
According to KGM, the two-day affair was more than just a product reveal; it was a declaration of intent. The company showcased the Musso EV, its first electric pickup designed for international markets, alongside the Torres HEV, a hybrid electric vehicle that has already garnered positive attention at home. Both models began their export journey in June 2025, and the Frankfurt event was designed to give key stakeholders a firsthand look—and feel—at what KGM believes will be game-changers in their respective segments.
Chairman Kwak Jae-sun, the driving force behind KGM’s aggressive global push, took the stage to outline the company’s vision. He emphasized KGM’s strategy for expanding its eco-friendly lineup, detailing mid-to-long-term product plans and tailored marketing strategies for different markets. "The Musso EV, KGM’s first electric pickup model for the global market, and the Torres HEV have both received positive reviews in the domestic market, which gives us confidence in their competitiveness in the export market," Kwak asserted, according to KGM’s official statement.
He didn’t stop there. Kwak revealed that, as of August 2025, KGM had exported 44,920 vehicles—a 10% jump from the previous year’s record of 40,848 units, itself the highest figure in a decade. "We aim to further increase our sales volume this year through expansion into emerging markets and the semi-knocked-down (KD) business," he added, signaling a clear intent to build on this momentum.
The choice of Germany as the launchpad for KGM’s global campaign wasn’t accidental. Europe remains a critical market for electric and hybrid vehicles, with consumers increasingly demanding environmentally friendly options and governments offering incentives for greener transportation. By inviting dealers and journalists from across continents, KGM sent a message: it’s ready to compete on the world stage, not just in Asia.
Product presentations and test drives were central to the event, giving attendees a chance to experience the vehicles’ fuel efficiency, performance, and unique features. KGM’s approach—allowing potential partners and media to get behind the wheel—demonstrated a confidence in its engineering and a commitment to transparency. It’s a bold move, but one that’s increasingly necessary in a crowded and skeptical market.
But KGM wasn’t the only South Korean company making international waves this week. In a development with far-reaching implications for the country’s exporters, the World Customs Organization (WCO) Item Classification Committee sided with Korea in a long-running dispute with India over the classification of radio units (RUs) for mobile phone base stations. The decision, made on the evening of September 18, 2025 (Korea Standard Time), capped a process that began back in 2023 and involved three rounds of discussions and votes.
The crux of the matter? Indian authorities had been classifying RUs as "communication devices," subjecting them to a hefty 20% tariff and resulting in about 800 billion won in additional costs for Korean exporters. Korea, on the other hand, maintained that RUs should be treated as "partial parts," which would mean a 0% tariff under international trade rules.
After persistent lobbying and the presentation of their case to the WCO, Korea’s interpretation was officially adopted. While the WCO’s decision isn’t legally binding, it’s a major diplomatic win and sets a powerful precedent. As an official from Korea’s Ministry of Economy and Finance told Yonhap News, "This decision will help our company gain an advantage in future taxation negotiations with the Indian tax authorities." The ministry also pledged to "actively support consultations with the Indian government in the future," aiming to translate this international consensus into tangible relief for Korean exporters.
The WCO’s ruling underscores the complexities of global trade, where the classification of a single component can mean the difference between profitability and loss for major exporters. For South Korea, whose economy relies heavily on high-tech manufacturing and exports, victories like this are more than just symbolic—they’re essential for maintaining competitiveness in a rapidly changing world.
Both stories—the KGM launch in Germany and the WCO decision in favor of Korea—highlight the country’s growing confidence and sophistication on the global stage. In the automotive sector, KGM’s willingness to invest in differentiated marketing strategies for each country reflects an understanding that success abroad requires more than just shipping products overseas. It demands localization, adaptation, and a willingness to engage with partners and customers on their own terms.
Meanwhile, the government’s dogged pursuit of a favorable ruling at the WCO demonstrates a proactive approach to international trade disputes, one that seeks not only to resolve immediate issues but also to set precedents that will benefit Korean companies in the long run. It’s a reminder that in today’s interconnected world, business and diplomacy are often two sides of the same coin.
For KGM, the road ahead is promising but not without challenges. The global automotive market is fiercely competitive, with established giants and nimble newcomers alike vying for attention and market share. Electric and hybrid vehicles, while growing in popularity, must still overcome hurdles related to charging infrastructure, battery technology, and consumer skepticism in some regions. KGM’s decision to offer test drives and detailed presentations suggests it’s aware of these challenges and is prepared to meet them head-on.
As for the broader context, South Korea’s twin successes this week—on the showroom floor in Germany and at the negotiating table in Brussels—signal a nation that’s not content to rest on its laurels. Whether it’s building greener cars or fighting for fairer trade, Korean companies and officials are showing that they have the ambition, the strategy, and the perseverance to make their mark far beyond their own borders.
With KGM accelerating its global expansion and Korean exporters gaining ground in crucial trade disputes, the country’s role as a technology and manufacturing powerhouse seems more secure than ever. The coming months will reveal just how far these initiatives can go, but for now, the momentum is unmistakably on Korea’s side.
