South Korean SUV manufacturer SsangYong is all set to get a re-brand and image overhaul with a new logo and a premium positioning by 2017. The Mahindra owned company wants to get rid of its negative pointers it is more commonly known from the past, ahead of its planned entry into the U.S. market. The company which originally started life as Ha Dong-hwan Motor Workshop back in 1954 has had three major brand overhauls in its lifetime.
SsangYong’s spokesman confirmed that the brand will get a new emblem that would replace the thirty year old SsangYong brand; however, the Mahindra name will not be a part of the brand’s new identity. SsangYong is also working on revamping its entire product range and has been showcasing the multi-interface concepts like the XIV-1 concept showcased in 2011 and the seven-seater XLV compact SUV concept showcased at the Geneva Motor Show last week.
The XLV concept is an all-new SUV that SsangYong will launch by the end of this year and will be competing in the emerging compact SUV segment. The company is also developing new petrol engines in house which will feature on the XLV compact SUV. The concepts showcase the design and technology that will feature on the next generation SsangYong cars.
SsangYong is also looking forward to double its sales in the next three years with the ‘Promise 2016’ strategy and wants to achieve the sales target of 3 lakh units in 2016. The company has seen a positive growth in its sales with a growth of 21 percent having sold 1,45,649 units last year, which included 63,970 units in its home market and the rest 81,679 units internationally.