ⓒ SSANGYONG MOTOR COMPANY

The firm we’re going to introduce today is SsangYong Motor Company, known in Korea for its sports utility vehicle or SUV expertise. Let’s meet with Lee Seok-woo(이석우), head of the marketing team of the auto company. 

Initially, we expected monthly sales of 2,500 to 3,000 units of the Rexton Sports model. But at of the end of August, it turned out that nearly 4,000 units have been sold on average every month. We are pleasantly surprised, since many more customers are eager to purchase the crossover-pickup truck. The Rexton Sports is our fourth SUV model, following the Musso Sports, the Actyon Sports, and the Korando Sports. Compared to previous brands focusing mostly on leisure and business, the Rexton Sports is a premium open-style SUV with enhanced safety and quality. Thanks to the new features, there is consistent demand in the market. 

SsangYong Motor has been faring pretty well in the domestic car market, despite the market remaining rather sluggish on the whole. The automaker’s “Rexton Sports” model sold 20-thousand units in just six months after its release in January this year. Its “G4 Rexton” SUV that was released last year won the 2017 Good Design Prime Minister’s Award and earned five out of five stars in terms of collision safety in the Korean New Car Assessment Program in 2017. This year, the company joined the list of winners of Korea Trusted Innovation Awards. Obviously, SsangYong is drawing a positive market response as an SUV specialist. But this is nothing new for the company.

Some 250-thousand units of our Musso SUV were sold over 13 years after first hitting the market in 1993. We were also able to sell the same amount of New Korando units between 1996 and 2005. Through these two brands, Korean drivers discovered that SUVs could be diverse and luxurious. We believe that SsangYong has contributed to pushing the boundaries of SUVs in the domestic market. 

The Musso brand explored the premium SUV market in Korea, while the New Korando was a dream car for many Korean university students in the 1990s. SsangYong Motor has continued to break sales records of SUV models in the domestic market. And their success is built on decades of experience. Founded in 1962 by a young engineer who decided to make his own vehicles. The company, originally called “Ha Dong-hwan Motor”, exported buses to Vietnam in 1967 and began to develop jeep-like vehicles in 1974. Launched in 1983, the “Korando” was named after the phrase “Korea Can Do” to symbolize the confidence of the Korean auto industry. The firm was rebranded as SsangYong Motor Company in 1988 as it was acquired by SsangYong Group. Afterwards, the company established itself as a manufacturer of SUVs and off-road vehicles. SsangYong Motor proved its technological innovation through a partnership with Mercedes Benz and released the Musso and the New Korando to entrench itself further in the auto market. Unfortunately, the company never quite recovered from the devastating Asia Financial Crisis of the late 1990s. In 2011, India’s Mahindra Group acquired the Korean carmaker. Even during the transition period, though, the company never stopped making efforts to improve the quality of its products. 

ⓒ SSANGYONG MOTOR COMPANY

The ultra-high-tensile steel body frame of our SUVs improved safety and performance. These days, automakers argue that SUVs of the future will be frameless. But we have continued to explain exactly why our quad frame platform is necessary and our customers get it. In addition to the commercial value of the products, SsangYong has focused on its culture and values, like honesty and the company’s own identity, to appeal greatly to the customers. 

SsangYong Motor is the only Korean carmaker that is equipped with facilities to produce frame SUVs. Other automakers have established the so-called “monocoque,” where a vehicle’s body and frame are built together as a single structure. In contrast, SsangYong uses an auto construction method known as body-on-frame. As the name indicates, a steel frame is built and then a separate body goes on top of that. In case of an accident, vehicles using this sturdy architecture have no problem running on the road as long as the frame sustains little damage. Moreover, maintenance work is relatively easy. These vehicles can run well on unpaved roads as well as the bumpy, mountainous terrain and also boast higher loading capacity. While adhering to the frame platform, the company has been proactive in responding to consumer needs by underlining the high commercial value, price competitiveness, and sophisticated designs of its products. The release of the “Korando C” in 2011 signaled a successful revival of the company. In particular, its compact SUV “Tivoli” has emerged as a steady seller in the small SUV market since 2015, with monthly sales reaching an average 4,200 units. Now, the company has its eyes on foreign markets.

Our car brands, including the Rexton Sports, have been received well in Europe. That’s probably because local customers are satisfied with the Korean model’s mix of cost-effectiveness and performance. We eliminated unnecessary or frivolous features, and it seems this pragmatic approach matches European consumers who value practicality. I think that’s why SsangYong vehicles continue to draw attention from the European market. 

The South Korean automaker has showcased its products in different regions of the world, including the U.K., Chile and Ecuador, since its launching event in Germany this past June. The company is confident that it will be able to demonstrate the power of Korean SUVs globally, reviving its glory and reputation it had enjoyed in the overseas market in the past.  

SsangYong Motor has been, and will be an SUV specialist. It will continue to perform its role and mission successfully in the SUV market. Increasing sales will be ideal, of course. But we’ll continue to focus on exactly what individual customers want and how we can actually reflect the needs in our products, just as we’ve done thus far. As a premium SUV model, the Rexton Sports has presented a new paradigm to the domestic market. It is selling well now, but we hope that it will extend beyond just a big seller to set a new standard for South Korean SUVs. We’ll keep striving hard to attain that goal. 

As a pioneer in domestically-produced SUVs, SsangYong Motor has made tremendous efforts to introduce innovative technologies. Surely, the company’s relentless pursuit of high-quality vehicles will continue, perhaps one day elevating it to worldwide recognition as a luxury car brand.