SsangYong name change still on the cards

The process of changing SsangYong's name to one with more 'global appeal' is ongoing but will take time

SsangYong's plan to change its name will take longer than expected to materialise. The company is keen to give itself a name that has more global appeal, and at the Geneva Motor Show in March, president and CEO Yoo Il Lee said: “The name change will definitely happen. We are working on it but these things take time.”

The brand’s plans became clearer at the Paris Motor Show, when Yoo Il Lee again spoke to Auto Express.

“We are working with a consulting company, and they have recommended eight different names, but we have not decided yet,” he said.

“We need to study more and of course to change the name the cost is huge – 100 million dollars. So we are going to proceed gradually.”

The company is considering selling cars in the US market within the next two or three years, and insiders suggest that launching there might now be the most appropriate time to rebrand.

That means the firm’s new Nissan Juke rival, which was previewed at Paris by two concepts – the XIV Air and Adventure – will definitely be badged a SsangYong when it is revealed in production form at Geneva.

The Adventure gave a pretty good idea of how the car will be styled – bar the more obvious off-road touches – while the Air showcased a much more upmarket cabin for the brand. 1.6-litre petrol and diesel engines will be available, and the supermini-SUV will more than double the company’s sales in Britain.

Yoo Il Lee admitted the car will usher in a new era for SsangYong.

“Now our cars will not only have more style, but also quality and performance,” he said.

Get all the big news stories from the 2014 Paris Motor Show here

Recommended

SsangYong Torres name confirmed for all-new ‘J100’ SUV
Ssangyong Torres teaser sketch - front
SsangYong

SsangYong Torres name confirmed for all-new ‘J100’ SUV

New SsangYong, which is coming to Europe as an EV in 2023, is seen in fresh teaser images
19 May 2022
Struggling SsangYong to be sold for just £170 million
SsangYong
SsangYong

Struggling SsangYong to be sold for just £170 million

SsangYong is to be sold to the Korean bus manufacturer Edison Motors, with the deal expected to be finalised later this month
22 Oct 2021
New SsangYong X200 SUV previewed in teaser sketches
SsangYong X200
SsangYong

New SsangYong X200 SUV previewed in teaser sketches

New X200 SUV concept signifies radical new design direction for SsangYong
27 Jul 2021
Paris Motor Show returns for 2022 after four-year hiatus
Paris motor show 2022
Coming soon

Paris Motor Show returns for 2022 after four-year hiatus

Last year’s Paris Motor Show was cancelled due to Covid-19, but the event’s organisers will welcome attendees through its doors next year
20 Jul 2021

Most Popular

New electric MG Cyberster roadster to take brand back to its roots
MG roadster exclusive image - front
News

New electric MG Cyberster roadster to take brand back to its roots

The all-electric two-seat MG sports car is poised to follow the likes of the MG TF and MGB, and our exclusive images preview how it could look
23 Jun 2022
‘New Jaguar will be “a copy of nothing” – in every way’
Opinion - Jaguar
Jaguar

‘New Jaguar will be “a copy of nothing” – in every way’

Editor-in-chief Steve Fowler thinks Jaguar's rebirth is a risk worth taking
15 Jun 2022
New Alfa Romeo Tonale Quadrifoglio production to be decided by customer demand
Alfa Romeo Tonale Quadrifoglio
News

New Alfa Romeo Tonale Quadrifoglio production to be decided by customer demand

Customer interest will be a key factor in whether a proposed hot Alfa Romeo Tonale Quadrifoglio will reach showrooms
24 Jun 2022