Ssangyong courts young drivers with SUV

Ssangyong Motor, the nation’s fourth-largest carmaker, is stepping up efforts to appeal to young drivers, with its sport utility vehicles receiving positive reviews, especially from those in their 20s and 30s.

When local rivals like Hyundai Motor and Kia Motors suffered from sluggish domestic sales in the first half of this year, Ssangyong saw a modest 1.4 percent growth in car sales from one year ago.

Ssangyong sold 56,653 vehicles in the first six months this year, including 34,812 units in overseas markets. Its monthly sales also surpassed the 10,000 mark for the third consecutive month since April. 

What is driving up the carmaker’s strong sales performance is the Korando Sports pick-up truck, the latest version of its flagship sports utility vehicle, which sold 11,567 units this year, up 98.8 percent from the same period last year.

Unveiling the Korando Sports in January, Ssangyong adopted a new concept ― the leisure utility vehicle ― with an aim to support diverse outdoor activities such as extreme sports and auto camping, which are gaining popularity here.

Ssangyong had long marketed its pick-up truck models mainly targeting middle-aged self-employed people who seek tax benefits for their businesses. But now the dynamic performance of the vehicles is appealing to younger drivers.

“According to market research, our target customers have become younger from business owners in their 40s to customers in their 20s and 30s,” said Choi Jin-woong, a Ssangyong Motor spokesperson.

“The Korando Sports is believed to have contributed to renewing the image of the company’s brand and cars.”

The average number of Korando Sports vehicles sold monthly has more than doubled from 900 last year to 1,900 recently. Despite the launch of the company’s other hit SUV Lexton W in July, the Korando sales have remained firm.

Russia is also one overseas market where the demand for the Korando Sports is growing due to the nation’s rough road conditions, Choi added.

In a bid to better serve LUV drivers, Ssangyong has also started a new driving school program so that drivers fully enjoy the features of the vehicles. Previously, driving programs used to be offered only by imported car brands here.

In the winter season, the carmaker gives tips on how to drive safely on snow-covered roads using the vehicle’s four-wheel drive. During summer, customers are taught off-road driving in the nation’s mountainous area such as Gangwon Province.

“It was helpful for me to learn professional driving skills in diverse geographical conditions. Tips for safe parking were also useful,” said Kim Kyung-wook, a 37-year-old office worker who participated in a recent driving school program.

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