Report – Ssangyong set to enter USA with new brand name and identity

Posted on: Feb 17, 2014 - 2:44pm IST

Ssangyong announced earlier this year that it wishes to double sales in the next three years. Called ‘Promise 2016‘, successful execution of this plan will see Ssangyong sell 300,000 vehicles/annum in 2016, compared to the 145,000 vehicles it sold last year.

Ssangyong Korando C facelift front three quarter
The refreshed Korando is believed to be earmarked for the States.

Key to this sales growth will lie in entering new markets, the United States for example. A company spokesman has confirmed to WardsAuto that the Mahindra-owned carmaker has concrete plans to enter the U.S. market.

Ssangyong will set foot in North America with a brand new identity and name (as the name ‘Ssangyong’ will not go down well with Americans, it was found out). A consultant has been hired to come up with a new corporate name and brand identity fitting American tastes.

According to company president and CEO, Yoo-il, the U.S. market is a must if the Project 2016 plan is to be realized. However, further details were not shared by the CEO.

Ssangyong XLV Concept sketch
The XLV concept hints at an EcoSport rival and will enter production next year.

Among the key products earmarked for the U.S. market, Ssangyong believes the refreshed Korando C will be a good starting point. Globally, the Korando contributes to over one-third of sales, and according to the report, the car has received favorable reviews in its existing markets.

Ssangyong could also offer its upcoming B-Segment crossover (a concept version of which will be shown at the Geneva Motor Show next month) in the U.S. given that Ford is looking to introduce the EcoSport to the Americans and size-wise, the Ssangyong is built to rival the Ford.

[Source – WardsAuto]

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5 thoughts on “Report – Ssangyong set to enter USA with new brand name and identity

  1. Dr. Nayak says:

    They can call it Sabena (such a bloody experience; never again)! Instead of promoting the Mahindra brand what the hell are they doing with this Chinese sounding brand name? Another big mistake of promoting a brand that they are not sure of themselves. Stick to Mahindra, as they did with tractors; and that is the reason they are number one in USA!!

    1. Renato says:

      You do know Ssangyong is a Korean company.. Hence the Asian name.
      Mahindra of India bought them.

      1. Raphael Chapman says:

        furthermore, Ssangyong in korean means “Double Dragon”.

  2. Mohit Verma says:

    Their products are way to costly for Indian market…

  3. Shreyas says:

    They can achieve this target figure, if they price their product right in Indian market!


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Anjan Ravi

I'm a true-blooded petrolhead. Hope you enjoy our news stories, launch coverages, motorshow coverages and test drive reports.