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Showing posts with label Brand - SsangYong. Show all posts
Showing posts with label Brand - SsangYong. Show all posts
Ssangyong is a Korean brand with a complicated history, but to keep it simple, it is presently owned by Indian vehicle maker Mahindra & Mahindra since 2011. The name means double dragons.

In 2009 Ssangyong went into receivership, with global sales of just over 35,000. It has grown from there to over 145,000 in 2013. It makes the following vehicles:


A luxury car named the Chairman. Actually there were two, an H and  a W - but they are listed as one below in the sales chart as they are similar. The H is supposed to have been superseded by the W but both are still selling in 2013.



A pick-up truck, called the Acton Sports or Korando Sports. The name is a mix of action and young. It replaced the Musso sports model. (who names these vehicles?).



An MPV going with the Rodius name (Stavic in some places) is available in various configurations. It has been voted as the ugliest car ever made. It was supposed to end production in 2011, but was resurrected mid 2012 and sales are better.

No fewer than four SUVs are part of the Ssangyong stable. They are called the Korando, Rexton, Kyron and the Actyon. The best seller the Korando is shown in the photograph.

0910111213
20092010201120122013
-6111Korando4,58240,61249,66056,754
11222Actyon/Spt12,00225,14322,68535,82835,401
53443Rexton4,18111,11914,76012,39317,838
67774Rodius2,6554,4584,0452,11015,551
22335Kyron6,03220,57118,53414,11015,335
34556Chairman5,5008,3067,1174,5863,289
45667Actyon4,9267,5685,2482,0301,481






35,29681,747113,001120,717145,649
The only way they can make money on the volumes they sell in is the fact that the vehicles are in higher profit segments. They certainly are on the up and I must say the new Korando is not bad looking.

Data source: Thanks to Ssangyong.
Photo credit: Thanks to Wiki.

Ssangyong Worldwide Car/LCV Sales : 2009-13

Sometimes a model comes along that has the potential to do something a bit special for a brand. It may be to the change direction of the company, to add real volume or just to lift it out of the sales doldrums. The cars below that come out around the 2015 year could all do that.

One the right track but one swallow doesn't make a summer

 Honda HR-V - Is a dull company becoming exciting? Honda knows it has to be more adventurous because while in some places reliability and practical features win, in Europe especially that isn't enough. Honda needs to find exciting and fun in it's future designs. The HR-V looks promising. Probable effect on the marque 5/10.
Surely a winner for Jeep, but it's a crowded segment too

 Jeep Renegade - Taking Jeep to Europe and elsewhere. That's what this car is all about. The USA will probably find it too small and that is one market Jeep is already strong in. It's the rest of the world it has more potential in. Can the Renegade bring Jeep to a new level of popularity globally? Probable effect on the marque 6/10.

It fits with the brand design, but the nose looks too big to me 

Mazda CX-3 - The brand has been benefiting from new models, an undervalued Yen and an economical engine range. The task now is to kick on and rise to the next level. Models such as the CX-3 will determine whether Mazda can ever hope to catch the bigger players. Probable effect on the marque 6/10.

It looks a good car in a segment awash with good cars. 

Opel/Vauxhall Astra  - GM needs to revive European sales while becoming profitable again. New cars like the Astra are an important model for the company. Doers it have enough to woo buyers into the showroom? Probable effect on the marque 5/10.

Ideal for crowed cities but otherwise rather limiting

smart ForFour - Since the brand was launched in 1998, it has never really succeeded. It sold quite well in Europe but profitability seems to have eluded owners Mercedes Benz. A previous four seater model and roadster came and went, but now a new four seater. The advantage this time is cost is shared with a sister car, the Renault Twingo. Can this model be profitable? It needs to be because if not, one wonders if smart has a future. Probable effect on the marque 6/10.

I like the bold styling. It will have to battle hard

Ssangyong Tivoli - This make has had a chequered history, with various owners coming and going. Profits were coming for new owner Mahindra, but now sales have slowed and losses have returned. Based on that, this is a model that is very important. It's a growing segment but many new entrants are starting to crowd it somewhat. Probable effect on the marque 5/10.

I'm surprised Europeans like it. Blinded by a logo I think

VW Passat -  The car sells well in Europe but in America it really needs to hit the target. VW is having a tough time there, getting elbowed out of the way by other car makers. The new Passat is the car to get VW humming again Stateside. Well that's what VW hope. Not a bad effort but too safe. I personally think the new Ford Fusion (Mondeo) eats it for breakfast. Probable effect on the marque globally 6/10 (USA 4/10).

Summary: A lot of scores around the middle mark, which shows that in my humble estimation that none will flop, but neither will they set the world on fire. If a brand needs to change, it will take more than one car to do that anyway - unless it's incredibly good. I'm not sure if any here fit that description, nice as they are.

Some Important Cars For 2015 : Mainstream

The Rexton SUV. A very posh name

SsangYong is a small car maker owned by Indian company Mahindra. The size of the company means profitability is illusive. They make vehicles that are viewed as rugged and practical, if not always visually appealing. They are improving on the latter point. Total sales are down slightly but well up on a low point in 2009 of just 35,000 sales. Below green shows the models that increased in sales and yellow the negative ones. Now for the models:

Korando: Over 40% of all sales are of this mini SUV. The model used to be rugged Jeep types, but after several years of inactivity, it returned in 2010 as a city type of vehicle.

Actyon Sports: It is a pick up truck which accounts for just over a quarter of sales. It replaced the Musso Sports in 2006.

Rodius: It is a large SUV, the name meaning 'king of the road' I believe. The first model was unbelievably ugly but the 2013 version has improved.

 Rexton: This medium SUV makes up 1 in 10 sales for the brand. It is based on the Mercedes Benz M-Class platform.

Kyron: It is the medium SUV in the range which took a tumble in sales, which petered off at the end of the year. There were no sales in the first two months of 2015 either.

Actyon: You would think a small SUV would be selling like hotcakes, but this one isn't. Sales did jump, but only from minuscule to insignificant.

Chairman: This full sized luxury car which seems to be a Korea only. It has a Mercedes Benz look about it.


 10 11 12 13 14 Brand 2014 % Lyr

7 1 1 1 1 Korando 59,703 42.3% 5%

1 2 2 2 2 Actyon Sports 37,719 26.7% 7%

6 7 6 4 3 Rodius 14,806 10.5% -5%

3 4 4 3 4 Rexton 14,371 10.2% -19%

2 3 3 5 5 Kyron 8,880 6.3% -42%

5 6 7 7 6 Actyon 2,833 2.0% 91%

4 5 5 6 7 Chairman 2,735 1.9% -17%






Total 141,047
-3%

It's nice to see SsangYong still going but looking at those sales figures makes you wonder how. They keep to segments that give better margins, which is a smart move. The new Tivoli model is being rolled out now so that will help the brand. 

The Chairman. Very classy (Pic author 'One day one shot')

Ssangyong Global Sales By Model : 2014


Considering how small SsangYong is as a manufacturer, it does remarkably well. Parent company Mahindra & Mahindra from India is the major shareholder. Although the company was founded in the 1950's, it became SsangYong Motor Co in 1986. How much, if any, it gains in sharing costs by ownership of Mahindra I am unaware.

The new Tivoli small SUV is going really well. Otherwise, all other models decreased. At least as a company sales experienced a 2.6% increase overall. A larger model is planned, code named the XLV-Air (see picture). That would be a nice addition to the range that would improve the product mix and get SsangYong into an important segment with a nice new model. Something they need.


1112131415Model2015%+/-

----1Tivoli63,69344.0%

22222Actyon Sports34,30423.7%-9.1%

11113Korando25,09817.3%-58.0%

44344Rexton10,5207.3%-26.8%

76435Rodius9,3056.4%-37.2%

55676Chairman1,3060.9%-52.2%

67767Actyon5380.4%-81.0%

3355-Kyron








Total144,764
2.6%
Data source: SsangYong Motors.

SsangYong Global Sales By Model : 2015


Before it was called by its present name, the company started out in the 1960's making special purpose vehicles. In 1986 it got its current name and by the the early 1990's was making an SUV for Mercedes Benz with MB technology used in doing so. That was called the Musso.

After brief control by Daewoo and SAIC it is now owned by the Indian company Mahindra & Mahindra. It makes SUVs and utility vehicles which are known for their distinctive design styles. The most recent model, the Tivoli is more mainstream in appearance.

So to the range:
Tivoli: This mini SUV was introduced in 2015 and in 2016 made up just over half of all sales. A longer wheelbase model was also introduced as well, the XLV.

Acyton Sport: As a pick up truck for the range it sells very consistently and accounts for just over 20% of current production. It was introduced in 2006 and had a facelift in 2010.

Korando: A jeep model bearing this name, the Korando ran from 1983 to 2006. In 2010 a mini SUV was introduced using the same moniker. The SUV version has sold well but recently has lost sales to its newer Tivoli sibling. Numbers are now less than 10% of the total.

Rexton: The midsized SUV in the range first appeared in 2001, with the current model arriving in 2012. Sales aren't huge, making up 7.5% of the company total.

Rodius: This large MPV has been around since 2004, with interesting styling. The second generation from 2012 has addressed its polarising looks. Nearly 9,000 found homes in 2016.

Chairman: Surprisingly a full sized luxury model is also made, going all the way back to 1997. It is based on a Mercedes platform and even looks similar. It sells almost exclusively in Korea.

The Acyton compact SUV has disappeared off the sales charts in 2016 and the medium Kyron SUV went in 2014.

1213141516Region2016%+/-

---11Tivoli85,82155.1%35%

22222Actyon Sports34,37022.1%0%

11133Korando14,5679.3%-42%

43444Rexton11,2527.2%7%

64355Rodius8,7705.6%-6%

56766Chairman9690.6%-26%

77677Actyon950.1%-82%

355--Kyron








Total155,844
8%

Summary: Two out of three SsangYong vehicles is sold in Korea, which is not ideal. In some markets the brand is well accepted such as in New Zealand, where it the 15th most popular vehicle brand. However, modest global sales indicate it has much to do and plenty of potential sales to chase.

Picture source: SsangYong NZ.
Data source: SsangYong.
Text source: RayCee.

SsangYong Global Sales : 2016

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