Hope for Russia, or why SsangYong is undergoing a complete rebranding
- December 26, 2022
- 0
South Korean chemical conglomerate KG Group will unveil a new car brand, KG, next spring. Well, as new – this name hides the notorious SsangYong, whose name in
South Korean chemical conglomerate KG Group will unveil a new car brand, KG, next spring. Well, as new – this name hides the notorious SsangYong, whose name in the community is strongly associated with defeats and losses. What do the owners of a dysfunctional brand hope for and what does a large-scale rebranding have to do with Russia, reflects automotive expert Sergey ASLANYAN.
SsangYong bet on Russia. When a small production took place in Dalzavod, hope was born. Which, in addition to the oligarch Vadim Shvetsov with his ingenuity, was strengthened by the capacity of the Russian market, which was able to absorb any number of SUVs. However, neither this market, elegantly described in the newspapers, nor the oligarch, nor the free delivery of finished cars around the country, brought results.
SsangYong quietly went bankrupt and went under the hammer, bringing not only pleasant memories of Russia, but also Russian life principles. What matters is that the domestic customer measures the car in kilograms and metres. The heavier and longer the car, the better, scarier and more respected it is. And SsangYong knows better than anyone else in Korea how to make cars to scare the townspeople.
Long vegetating in the niche of military SUVs, SsangYong made a leap to popularity and profitability with the sudden production of a cloned Mercedes-Benz, receiving a somewhat caricatured Chairman model. In it, the Koreans dreamed of the S-class and irreversible consequences, when everyone around him said goodbye with awe, respect and envy. But the caricature did not inspire respect, and after two generations of the model, the project was closed.
After SsangYong was abandoned by its owner – the Indian company Mahindra & Mahindra (74.65% of the shares) – the consortium with the stupid name Edison Motors failed to master the further purchase. But a brave buyer was nevertheless found – the diversified concern KG Group.
Where does progress in normal structures begin? From a rearrangement of furniture, a new setup for a quartet or a name change. Why does history need the irreparable name SsangYong? From now on, the brilliant KG must shine! That’s what all these SUVs will be called from now on.
The Koreans, of course, hope that the world will confuse KG with LG and believe that this is the new car division of the electronics giant. Like Samsung, which got into car production and only got rid of a depressing asset in 2022.
But for Russia there is much more to the new name. Finally, a car appears, which is initially measured in kilograms. It remains only to add promising names of cars. The brand is called KG and the model, for example, KM. An excellent combination of two Russian priorities in one car, taking weight and dimensions directly into account.
And judging by the fact that SsangYong did not object to the kilograms, the Russian has settled into it as deeply as the hope for Russia.
Photo: khoahocphattrien.vn
Photo: zhuanlan.zhihu.com
SsangYong bet on Russia. When a small production took place in Dalzavod, hope was born. Which, in addition to the oligarch Vadim Shvetsov with his ingenuity, was strengthened by the capacity of the Russian market, which was able to absorb any number of SUVs. However, neither this market, elegantly painted in the newspapers, nor the oligarch, nor the free delivery of finished cars around the country, brought results.
SsangYong quietly went bankrupt and went under the hammer, bringing not only pleasant memories of Russia, but also Russian life principles. What matters is that the domestic customer measures the car in kilograms and metres. The heavier and longer the car, the better, scarier and more respected it is. And SsangYong knows better than anyone else in Korea how to make cars to scare the townspeople.
Long vegetating in the niche of military SUVs, SsangYong made a leap to popularity and profitability with the sudden production of a cloned Mercedes-Benz, receiving a somewhat caricatured Chairman model. In it, the Koreans dreamed of the S-class and irreversible consequences, when everyone around him said goodbye with awe, respect and envy. But the caricature did not inspire respect, and after two generations of the model, the project was closed.
After SsangYong was abandoned by its owner – the Indian company Mahindra & Mahindra (74.65% of the shares) – the consortium with the stupid name Edison Motors failed to master the further purchase. But a brave buyer was nevertheless found – the diversified concern KG Group.
Where does progress in normal structures begin? From a rearrangement of furniture, a new setup for a quartet or a name change. Why does history need the irreparable name SsangYong? From now on, the brilliant KG must shine! That’s what all these SUVs will be called from now on.
The Koreans, of course, hope that the world will confuse KG with LG and believe that this is the new car division of the electronics giant. Like Samsung, which got into car production and only got rid of a depressing asset in 2022.
But for Russia there is much more to the new name. Finally, a car appears, which is initially measured in kilograms. It remains only to add promising names of cars. The brand is called KG and the model, for example, KM. An excellent combination of two Russian priorities in one car, taking weight and dimensions directly into account.
And judging by the fact that SsangYong did not object to the kilograms, the Russian has settled into it as deeply as the hope for Russia.
Source: Avto Vzglyad
Donald Salinas is an experienced automobile journalist and writer for Div Bracket. He brings his readers the latest news and developments from the world of automobiles, offering a unique and knowledgeable perspective on the latest trends and innovations in the automotive industry.
