Do you remember SsangYong ? in The third largest car manufacturer in Korea behind Hyundai and Kia (and earlier Daewoodisappeared in 2002)? Specializes in SUVswe remember him in the 2010s Rexton and Rodius. They had some success with us. In the past, we speak as if the brand no longer exists or is no longer distributed here. But it is always so! SsangYong models imported by Emile Frey are available in almost 70 points of sale in France. But multiple turns that he knew, and him critical financial situation curb his ambitions in France, and in Europe in general. Heartfelt for a brand that, for example, Suzuki has always offered excellent value for money.

A Korean manufacturer that wanted to be premium

Talk about the history of ssangyongis to rise a a road strewn with pitfalls. A brand that was taken almost one by one all possible and conceivable crises. The company was founded in 1954 launched in the production of cars since 1983. At that time she gathered herself Licensed Jeep CJ-7 in korea Managers wanted to differentiate themselves from other Korean brands make SsangYong the champion of Asia’s premium class. It is in this sense that since 1991 a technological partnership was established with Mercedes Benz. This gave rise to the shared use of the engine (at Musso since 1993) and platforms. L‘Istana in 1995 (based on the MB100 utility), in Head in 1997 (based on the E-Class W124). Just after that trouble has begun…

From crisis to crisis

It was badly affected by the Asian crisis of 1997Korea has lost several of its national champions during this period. KIA will save Hyundai in 1999but until then Daewoo bought SsangYong. This is the fall. Daewoo went bankrupt in 1999Daewoo Motor — its automotive subsidiary — in 2002. acquired by China’s SAIC in 2004. In 2008, a new economic crisis: mortgages. SAIC is divesting SsangYong, which will be liquidated next year.

In 2011, it was bought by the Indian Mahindra&Mahindra. If management is difficult, SsangYong saves the furniture successful models: 2015 Tivoli crossover, 2016 XLV. In 2020 the third crisis: Covid! Constructor again placed on forced liquidation in 2021… It was supposed to be absorbed by the Edison Group, a Korean bus and truck manufacturer, but that didn’t happen. Where have we been since then?

Happy prospects at last

This is finally good news for the developer: KG group, a large Korean conglomerate, acquired it this summer ! or accounts in the red and that industrial strategies need to be cleaned up, the brand launched in recent months new models to ensure its future. Starting with Korando e-Motion (electric), and Torres family SUV. This one does a a leap forward in terms of design and perceived qualityand signs the new vision of the manufacturer.

in SUV KR10the upcoming new 100% electric Korando has already been leaked and will arrive in the coming months. Hopefully it will work for SsangYong this time under the banner of KG Group! The brand has come a long way, and while well-intentioned people have always loved to make fun of it in the past, she hasn’t said her last word yet…