Ssangyong May Enter American Market
Back in February, TTAC reported that Ssangyong SUVs may be imported into the United States in the near future, and a report by Reuters confirms that significant steps have been made by parent company Mahindra to further that goal.
According to Reuters, Mahindra is in the midst of conducting a feasibility study for the sale of its products in the American market. Ssangyong vehicles would be positioned as a budget range of SUVs and crossovers. Some models, like the Rexton, use older Mercedes-Benz technology, while the Korando (pictured above) uses newer technology developed by Ssangyong (though likely with the help of outside consulting firms).
While S sangyong currently markets its vehicles in markets like Australia using the “Boldly Korean” marketing tagline, a U.S. introduction would likely mean a new moniker (one that is more pleasing to American ears) and a whole new branding strategy.