SsangYong, the oldest automaker from South Korea, was acquired by the KG Group final yr and its new proprietor is planning a reputation change. Later this yr, the producer can be renamed to KG Mobility and all its merchandise will obtain a brand new KG brand. The data was confirmed earlier this week by KG Group’s chairman, Kwak Jea-sun.
“The title – SsangYong Motor – has a fandom with good recollections, however it additionally has a painful picture,” Kwak informed media representatives throughout an occasion held by the Korea Car Journalists Affiliation in Seoul. “From now, all SsangYong automobiles will come out to the world underneath the title of KG. Even with the title change, SsangYong Motor’s historical past is not going to change and [the automaker] could have the identical situations.”
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SsangYong traces its origins to an automaker initially based in 1954 however the title SsangYong first appeared within the late Eighties. The South Korean automaker was later acquired by Daewoo, adopted by ownerships from China’s SAIC Motor and India’s Mahindra & Mahindra. Most lately, KG Group grew to become the proprietor of the model final yr. The title change should be authorised by the shareholders throughout a gathering in March this yr.
If the change will get the inexperienced gentle, it should even be supported by an entire advertising and marketing overhaul of the marque, together with the model brand and company identification. The present title of the corporate has been in use for the final 35 years and Kwak admitted the title change was a particularly tough determination. In accordance with The Korea Herald, the brand new KG Mobility title in all probability alerts a possible shift in SsangYong’s enterprise technique from a conventional automaker right into a mobility agency.
It is going to be fascinating to see whether or not the title change will include a product portfolio overhaul and whether or not SsangYong’s ambitions will turn into world. At the moment, the model sells automobiles in South Korea, Australia, Europe, and some different markets. Most lately, it launched the Torres SUV as a brand new addition to its South Korean mannequin vary.
