For more than 20 years, KW automotive UK has been the trusted name in performance suspension systems across the United Kingdom. As an established subsidiary of KW automotive, the UK branch has built a strong reputation among dealers, motorsport partners, and end consumers.

While others are busy shifting boxes and slapping stickers on coilovers, KW automotive UK doesn’t just sell coilovers and suspension. They live it. This dedication has made the Kent-based subsidiary a key player in the British aftermarket and motorsport landscape.

Let’s get one thing straight. This isn’t some beige warehouse full of dusty catalogues and bored sales reps. KW automotive UK is a technical nerve centre for Britain’s sports cars and automotive enthusiasts. It’s a place where suspension isn’t just sold, but crafted, tuned, and obsessed over.

In their facility, located in a former barn near the shore of Rochester Cove, you’ll find damper dynos and workbenches where a small team services customers’ suspension kits. The Kent-based team also stocks a wide range of components, from piston rods and springs to damper housings and shock sealings, used to tailor and customise every order. The British subsidiary is deeply involved in bespoke coilover development, product testing, and even in-house suspension builds. This means they offer far more than off-the-shelf solutions.

In fact, KW automotive UK doesn’t do “off-the-shelf.” They do “off-the-charts.” And while KW doesn’t stock massive volumes of kits, what they do is far more impressive. At KW’s German headquarters, each suspension system is built to order for the global market, and built quickly. “We don’t believe in old stock,” says Richard Good. “If it’s not current, it’s not good enough.” That’s not marketing fluff. It comes from a man who once drove across Europe in an old Volkswagen Corrado G60 just to get his hands on a set of KW coilovers.

Built on Passion: The Story of KW automotive UK

KW automotive UK’s journey is inseparable from the man who started it all: Richard Good, a true petrolhead whose passion for cars began in his childhood while living in Germany with his military family. “One of my dad’s soldiers showed up in a red MK1 Golf GTI,” Richard recalls. “That was it. I was hooked, and it took me down the road to becoming a Head Technician. I went on to work with Volkswagen, and later with Bosch as a fuel injection specialist. So, there’s always been a strong passion for everything VW.”

Years later, in the late 1990s, while running a small VW tuning shop in Kent, a customer brought in a German magazine featuring an advert for KW coilovers. “The guy in the ad was wearing a leather jacket and holding a coilover like it was Excalibur,” Richard laughs. “My customer told me, ‘This is what everyone in Germany is talking about. Get me this suspension.’” So Richard did what any die-hard enthusiast would do. He jumped into his VW Corrado G60, which he still owns today, and drove straight to the KW factory in Fichtenberg, Germany. “That trip sparked something. A relationship, maybe even a love affair, that’s held ever since.”

After a few years of importing KW products into the UK, Richard saw far greater potential. “It was decided between Klaus Wohlfarth, the founder and owner of KW automotive, and myself to take the next step.” In 2005, KW automotive UK Ltd was officially launched. Since then, Richard and his team have grown the operation from a small office into a cornerstone of KW’s international network. “Alan joined me a year after launch, and now we have a core team with over 25 years of experience at KW,” says Richard.

“From taking customer orders to rebuilding a V3 damper or prepping our demo cars for a track day, it’s all done with the same care and precision. This level of expertise doesn’t come overnight. It takes time, experience, and a sharp eye for detail.”

KW UK’s demo fleet isn’t just for photo ops. From hot hatches to high-end sports cars, every vehicle is a testbed for performance, comfort, and real-world drivability. Staff and dealers regularly get behind the wheel because, as Richard puts it, “You can’t sell what you haven’t felt.” He continues, “I’ve driven almost every type of suspension kit over the years. I won’t name them, but for me, KW’s standout product is still the Variant 3, the V3. It delivers everything I expect from a suspension system. Paired with HLS, it’s something truly exceptional.”

KW automotive is constantly seeking innovative solutions, guided by a deep understanding of customer needs and expectations. Many of its products exist precisely because of this commitment to finding the right solution. At its core, however, is a genuine passion for the products it creates. In the UK, the British subsidiary serves customers quickly and efficiently, supported by a highly experienced team with decades of KW expertise.

So no, KW automotive UK isn’t your average performance parts outlet. It’s a place where dampers and suspension are still sacred, quality control remains essential, and excellence is just the starting point.

Image Chris Wallbank, Words C. Schmidt