SsangYong hoping for third time lucky in UK

The new line-up of revised, re-specified and cheaper vehicles, the Kyron mid-sized SUV, Rexton large SUV and Rodius large MPV, are now on the market with budget prices starting from just £14,995.

For good measure, to support the re-launch, all models have attractive reasons to buy ‘summer sizzler’ offers which include three-years/30,000 miles free servicing, free satellite navigation upgrades on selected models and no deposit finance offers on Kyron and Rodius models. They have also just introduced a range of commercial vehicles based on the Kyron SUV.

Despite this you have to feel sorry for the SsangYong UK importer re-launching this range of SUVs and MPVs with diesel engines though, at a time when the credit crunch is hitting new car sales, diesel fuel prices are particularly high and 4x4s and people carriers, because of their size and running costs, are suffering most from falling sales.

In the future the SsangYong range will have additional competitively priced popular small new generation cars, but that doesn’t help them now.

To make matters worse the SsangYong UK dealer network is at its fledgling stage and unfortunately trying to find a dealer is not easy. There are just 35 of them in the UK, but a recruitment programme is underway and 60 dealers should be in place by the end of the year.

The best way to see the vehicles to find a dealer or book a test drive is by visiting the new website, www.ssangyonggb.co.uk.

Earlier this year sales of South Korean SsangYong vehicles re-started in the UK for the third time. Now the sales, parts and service operations are under the control of a totally new company, Koelliker UK, part of the Italian Koelliker automotive group.

Their new UK boss, Paul Williams, well known in the car industry for driving up sales, is at the helm so be sure the profile of the brand will change. This year he expected to sell up to 3,000 new vehicles to UK customers but this was before the full effects of the credit crunch and high fuel prices put a damper on things.

Still looking on the bright side with all the customer offers on the table from the company to buy new SsangYong models it could make good sense to at least consider the product and residual values although poor at the moment should improve. We know the South Koreans can make good quality vehicles at affordable prices and the success of Hyundai and Kia proves that.

So what does the revised SsangYong range offer? The main message from Paul Williams is ‘vehicles fit for purpose’ at unbeatable prices.

They may not be the most attractively styled vehicles on the market but their core designs are sound, durability is good and their mechanical technology is proven. Much of the drivetrain technology comes from Mercedes-Benz but it is a few years behind their current products. Based on this the next 6 – 12 months is crucial for SsangYong’s continued presence in the UK.