Ssangyong X100 in final stages

PYEONGTAEK, Gyeonggi Province ― Excitement was clearly visible on the faces of employees working at the assembly lines of Ssangyong Motor’s production plant in Pyeongtaek, some 70 kilometers south of Seoul.

This was because at one of the lines that are dedicated to the carmaker’s hot-selling Korando C sport-utility vehicle, test-production of the pilot models of the upcoming new compact SUV ― project name X100 ― is in full gear.

After its stylish concept model was unveiled at the Paris motor show earlier this month, expectations have been riding high among potential customers ― and rival car companies ― about Ssangyong’s first new car in four years.

“I have recently test-driven some 10 rival models, including the GM Trax, Renault Samsung Motors’ QM3 and the Mini. I think the X100 has secured its own competitiveness to lure customers,” said Ssangyong Motor CEO Lee Yoo-il.

He added that the carmaker’s largest shareholder, India’s Mahindra and Mahindra, was also providing full support for the upcoming launch. 

According to Ssangyong officials, the Korean launch of the X100 is planned in January starting with a 1.6-liter gasoline-powered model, while its diesel version is expected to debut in July.

The car’s global launch will start in April in China and Europe ― the key markets for the carmaker, they said.

In order to achieve profitability, the CEO predicted that an annual 120,000 unit sales should be secured.

With the last-minute validation tests of the new car speeding up at the plant, the carmaker on Wednesday invited some 300 family members of its employees to help them better understand the company and work environment.

“In order for a company to grow and become a happy workplace, we need affection and support not just from employees but also from their families,” Lee said in a separate dialogue with visiting wives and children.

He added that its rebranding work is going smoothly and pledged to ramp up efforts to elevate its brand image, which has been tainted by frequent ownership changes and labor disputes over the past decade.

The Ssangyong chief also said that the carmaker would launch a new car every year in close partnership with Mahindra. The next model, which has the project name Y400, is expected to be a large luxurious SUV.

By Lee Ji-yoon (jylee@heraldcorp.com)