Categories: News

SsangYong: the brand will soon change its name

In great difficulty, the SsangYong brand had been bought by an industrial conglomerate in the summer of 2022, the KG group. Since then, he plans to completely change the name and identity of the brand, whose image has been tarnished by the many crises it has gone through.

Even if it seems to have disappeared from the landscape, Ssang Yong is a well-known brand with us. Third major korean automaker behind Hyundai and Kia (and formerly Daewoo), it specialized very early in SUVs and 4X4s. Remember the Rodius and Rexton of the 2010s, which had met with some success with us. The brand is still available in France, but you probably hear very little about it? The value for money specialist suffered in recent years from multiple economic affronts and governance crises. Which did not allow to sufficiently expand the brand, or to reorient it strategically towards the path of success.

From crisis to crisis, saved by KG Group

In 2011, the brand was thus acquired by the Indian industrial group Mahindra&Mahindra. It was under his influence that the most successful SUV Tivoli (2015) et XLV (2016). Even more promising, the style study of the model Torres foreshadows a future model of large family SUV with a unique look, which finally seems to be taking risks! Despite this and with the Covid crisis in 2020, the brand had registered $50 million in defaults. Blame it on plummeting sales: 11,130 cars sold in Europe, 85,000 worldwide. A pittance compared to its Korean counterparts! Bloodless, SsangYong could have disappeared that year, Mahindra refusing to save his horse on the ground. It is finally the KG group, large korean conglomerate of the chemical and metallurgical sector, which acquired it in the summer of 2022!

Read also :

What has become of the Daewoo brand in France?

Renault Korea Motors abandons the Samsung brand

Genesis X Convertible: refinement and elegance

A name change to forget the past

Since, SsangYong’s future is finally starting to become clearer. November 11, his accounts went back into the green, and the governance under the aegis of KG reveals new features for the year 2023 which is starting. The Torres we were talking about earlier could be available in a series version this year! Another SUV, the KR10, which is the electric counterpart of the Korando, has already leaked on the Internet, and could arrive sooner than initially expected. The future of SsangYong, and this is the novelty of this beginning of the year, will be marked by a name change for the brand ! The KG group has indeed estimated that the name SsangYong is no longer sufficiently seller because of its many crises and hiccups. The brand will become in the coming months KG Mobility, and will be more oriented towards electric mobility. The next new models and renewals of current models will therefore be badged KG and no longer SsangYong. Let’s hope that this name change will be beneficial for the brand, which finally deserves a fresh start.

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