Bojan Vrbnjak
SsangYong, the oldest car manufacturer in South Korea, was taken over by the company last year KG Group, and the new owner plans to change the name of the cars. This year, the manufacturer is expected to change its name to KG Mobility and all products should get new ones KG logo. He recently confirmed this Kwak Jea Sun, Chairman of the Board of KG Group.
"The name SsangYong Motor has a fan base with fond memories, but it also has a painful image,”Is Kwak told media representatives during an event hosted by the Korea Automotive Journalists Association in Seoul. "From now on, all SsangYong cars will go into the world under the name KG. Despite the name change, the story of SsangYong Motors will not change and the manufacturer will have the same assumptions."
Roots SsangYong dating back to the car manufacturer that was originally founded in 1954, although the name did not appear until late 80s years. It later bought the South Korean car manufacturer Daewoo. They followed ownership SAIC-Motor from China and beyond Mahindra & Mahindra from India. She took over the company last year the KG group. The name change still needs to be approved by the shareholders at the general meeting, which will be held in March this year. If the change gets the green light, the new name will be accompanied by a completely new one marketing start. Including a new brand logo and a new overall graphic image. Current name SsangYong has been in use for 35 years and Kwak admits the decision to change the name was extremely difficult.
According to the newspaper The Korea Herald, will have a new one KG Mobility probably signaled a shift in business strategy SsangYong. Away from the traditional car manufacturer to a mobility brand. It will be interesting to see if the name change also results in a redesign product portfolio and whether SsangYong has global ambitions in the future. Currently, the brand sells cars in South Korea, Australia, Europe and some other markets.
It was recently launched Torres SUV, which is an addition to the family of South Korean models, which should also come to Europe this year.
