SSANGYONG

Traditional South Korean brand rewrites its history again

These past few years have been really tough for SsangYong. The well-known Korean vehicle brand has had to deal with numerous problems. These problems were close to causing its disappearance. However, and it's been a few months now, we can say that the company has found stability in the economic field. Despite this, there are still many open fronts. And one of them has to do with electrification.

The sale of SsangYong to the KG Group meant the salvation of the car brand. Or maybe not. Unfortunately, the name SsangYong has its days numbered. It turns out that it was decided to 'nip the evil in the bud' and rename the popular brand specializing in SUV-type vehicles. This was stated by Kwak Jea-sun, President of KG Group, in recent statements.

“The name SsangYong Motor has a legion of fans with fond memories, but also a painful image,” said Jea-sun at an event organized by the Association of Automobile Journalists of Korea (KAJA) at the Four Seasons Hotel in Seoul.

SsangYong will be renamed KG Mobility. And what is equally relevant, all its new models will hit the market under this new entity: “From now on, all SsangYong models will come out with the KG name. Even with the name change, the history of SsangYong Motor will not change and will have the same conditions”.

The comments made by Jea-sun mean that, although he does not want to break with the legacy of SsangYong, he chose to carry out this name change to, in the public eye, give the feeling of being in front of something completely new. Kwak also admitted that the name change was an extremely difficult decision.

We won't just be witnesses to a name change. A complete review will be carried out. The logo and corporate identity will also be new: “It would be convenient to simply remove the word Motor, but we will change everything”.

The new name of SsangYong suggests that, in this new era marked by electrification, the company intends to become a total mobility company and not just play the role of a traditional car manufacturer. The future of the automobile industry involves the electric car, connected and with autonomous driving functions.

Autonews