SsangYong, the oldest automaker from South Korea, was acquired by the KG Group final 12 months and its new proprietor is planning a reputation change. Later this 12 months, the producer shall be renamed to KG Mobility and all its merchandise will obtain a brand new KG emblem. The knowledge was confirmed earlier this week by KG Group’s chairman, Kwak Jea-sun.
“The title – SsangYong Motor – has a fandom with good reminiscences, however it additionally has a painful picture,” Kwak informed media representatives throughout an occasion held by the Korea Vehicle Journalists Affiliation in Seoul. “From now, all SsangYong vehicles will come out to the world below the title of KG. Even with the title change, SsangYong Motor’s historical past won’t 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 Nineteen Eighties. The South Korean automaker was later acquired by Daewoo, adopted by ownerships from China’s SAIC Motor and India’s Mahindra & Mahindra. Most just lately, KG Group turned the proprietor of the model final 12 months. The title change must be authorised by the shareholders throughout a gathering in March this 12 months.
If the change will get the inexperienced gentle, it would even be supported by an entire advertising overhaul of the marque, together with the model emblem 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 an especially troublesome resolution. 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 attention-grabbing to see whether or not the title change will include a product portfolio overhaul and whether or not SsangYong’s ambitions will change into world. At the moment, the model sells automobiles in South Korea, Australia, Europe, and some different markets. Most just lately, it launched the Torres SUV as a brand new addition to its South Korean mannequin vary.