Mahindra & Mahindra’s South Korean subsidy Ssangyong Motors had previously announced that the company wishes to double its sales in the time period of next 3 years. The South Korean auto maker has taken an initiative called the ‘Promise 2016’, according to which if the company is able to successfully execute the plan, then it will sell around 300,000 vehicles every year by the year 2016 as compared against the company’s current sale of 145,000 vehicles that it witnessed in the entire calendar year of 2013.
At the base of this sales growth initiative lays the major plan of the company spreading its wings in many more car markets of the world, with special emphasis on entering the car market of the United States. A spokesman of Ssangyong Motor has confirmed the fact to an auto journal revealing that this Mahindra owned auto maker has full proof plans of entering the developed car market of U.S.
It has already been announced by Mahindra & Mahindra that it is planning to give Ssangyong an entire new brand name, as it is difficult to spell and pronounce and is also associated with negative things such as major labor troubles. It seems that this wholly new identity of the Korean auto maker will begin from its American debut itself. Thus the company will make its appearance in the North American car market with a brand new name and identity as the company’s study already revealed that the name ‘Ssangyong’ will not click with the American consumers. The company has hired a consultant which has been given the responsibility of suitable new corporate name as well as a brand identity that will appeal positively to the American consumers and adhere to their tastes.
Ssangyong Motors’ president and Chief Executive Officer, Yoo-il said that the U.S. car market is a must for the company, if it really wants the Project 2016 initiative to be really successful. The CEO chose to reveal only about the special importance of the U.S market for the company to achieve its sales growth goals, but refrained from revealing any further details regarding the same.
The company is also planning a proper product portfolio for the U.S. car market that will help the company make a good impression on the American car makers. Ssangyong has thus zeroed down on its ultra-successful new Korando C as the first launch in the US market. In the entire global market, the Korando range contributes to more than one third of the total sales of Ssangyong. As per the reports, the car has received very favorable reviews in its existing car markets.
Ssangyong might also launch its new upcoming B-Segment crossover that the company is planning to showcase at the Geneva Motor Show scheduled to be held in March. In the U.S. car market, Ford is contemplating to launch the EcoSport in there and when size is concerned the new Ssangyong crossover is developed to rival the EcoSport.