The Korea Times close
National
  • Politics
  • Foreign Affairs
  • Multicultural Community
  • Defense
  • Environment & Animals
  • Law & Crime
  • Society
  • Health & Science
Business
  • Tech
  • Bio
  • Companies
Finance
  • Companies
  • Economy
  • Markets
  • Cryptocurrency
Opinion
  • Editorial
  • Columns
  • Thoughts of the Times
  • Cartoon
  • Today in History
  • Blogs
  • Tribune Service
  • Blondie & Garfield
  • Letter to President
  • Letter to the Editor
Lifestyle
  • Travel & Food
  • Trends
  • People & Events
  • Books
  • Around Town
  • Fortune Telling
Entertainment
& Arts
  • K-pop
  • Films
  • Shows & Dramas
  • Music
  • Theater & Others
Sports
World
  • SCMP
  • Asia
Video
  • Culture
  • People
  • News
Photos
  • Photo News
  • Darkroom
  • The Korea Times
  • search
  • Site Map
  • E-paper
  • Subscribe
  • Register
  • LogIn
search close
  • The Korea Times
  • search
  • Site Map
  • E-paper
  • Subscribe
  • Register
  • LogIn
search close
National
  • Politics
  • Foreign Affairs
  • Multicultural Community
  • Defense
  • Environment & Animals
  • Law & Crime
  • Society
  • Health & Science
Tue, July 5, 2022 | 06:40
Business
Ssangyong’s Problem ― Nobody Wants Its Cars
Posted : 2009-08-12 17:18
Updated : 2009-08-12 17:18
Print Preview
Font Size Up
Font Size Down

Ssangyong Motor’s Actyon SUV, left, and Super Rexton are two viable models among the troubled carmaker’s unpopular lineup.

By Jane Han
Staff Reporter

After coming out of a violent and grueling 77-day factory occupation, embattled Ssangyong Motor says it's aiming to make a solid comeback early next year with new and improved designs to its current models. But what are the chances for the automobile underdog to pull through?

Considering the toxic mix of the long-running protest against layoffs and fresh problems dogging South Korea's smallest carmaker, a speedy recovery is going to be a far-fetched goal, experts say.

Shares in Ssangyong Motor extended their rally for a fifth day Wednesday, however, the company has its work cut out to power any kind of long-term growth.

``The fate of Ssangyong all depends on what kind of crisis management plan the company draws up,'' said Seo Sung-moon, an analyst at Korea Investment Securities, adding that Ssangyong's new cars and consumer response to them will be a decisive variable.

The carmaker, which has been under bankruptcy protection since February, said it has submitted a request to court for money to develop some of its marquee models, including the Chairman and Rexton.

``We're going to start discussing design upgrades for both the exterior and interior of some of our models,'' said Won Hee-jung, a Ssangyong spokeswoman. The 2010 models will be unveiled in the first half of next year.

She said the most up-to-date features will be adopted to get some of Ssangyong's most popular designs up to par with other leading global competitors. The company labels BMW and Mercedes as direct competitors to its luxury car Chairman, while the Nissan Pathfinder and Toyota Frontier are considered rivals to its SUVs.

But auto critics have some tips for Ssangyong's rebound attempt.

Voted one of ``The World's Ugliest Cars'' on a British Web site a few years ago, the company's signature SUV designs don't seem to be working for consumers both at home and abroad.

Motor Trend, a leading trade magazine, once dubbed the Ssangyong Rodius as one of seven cars that ``should have never left the design studio.''

``Imagine a minivan exposed to toxic levels of radiation, and it would probably mutate into something like the Rodius,'' it wrote.

Korean auto buffs commonly say Ssangyong's glorious days fizzled out as soon as the company discontinued production of its most popular designs Korando and Musso in the mid-2000s.

``What Ssangyong needs to do first is listen to what the common consumer wants,'' said an official of one auto design firm, who didn't want to be named, citing Ssangyong's currently fragile situation.

The car maker is set to restart production Aug. 14 after ending a 77-day sit-in at its Pyeongtaek plant, south of Seoul.

He said the company tries to go ``too ahead'' compared to other makers, but advised that ``sometimes, it's safer to stay within a certain range of standard boundaries.''

jhan@koreatimes.co.kr
 
LG
  • Typhoon Aere forecast to bring extended heatwave
  • [ANALYSIS] Korean exporters start rethinking 'China strategy'
  • Banks favor 'MZ generation' celebrities for marketing in digital era
  • 'Korea, Japan should restore visa waiver program'
  • [INTERVIEW] 'Repatriation puts fear in eyes of all North Koreans,' rights expert says
  • Pakistan unveils Buddhist heritage in documentary
  • KT drama 'Extraordinary Attorney Woo' popular on Netflix
  • Georgian wine ready to captivate Korean market
  • 'Global firms look to Korea for inspiration and trends': Kantar CCO
  • Photo of Yoon staring at blank computer screen raises eyebrows
  • Moon Geun-young to make directorial film debut at BIFAN Moon Geun-young to make directorial film debut at BIFAN
  • Lee Jung-hyun returns to big screen after becoming a mom Lee Jung-hyun returns to big screen after becoming a mom
  • BLACKPINK's 'Ddu-du Ddu-du' sets YouTube views record for K-pop group BLACKPINK's 'Ddu-du Ddu-du' sets YouTube views record for K-pop group
  • [INTERVIEW] How Frank Wildhorn became most popular musical composer in Korea [INTERVIEW] How Frank Wildhorn became most popular musical composer in Korea
  • Maroon 5's world tour image with Rising Sun design causes stir Maroon 5's world tour image with Rising Sun design causes stir
DARKROOM
  • Afghanistan earthquake killed more than 1,000

    Afghanistan earthquake killed more than 1,000

  • Divided America reacts to overturn of Roe vs. Wade

    Divided America reacts to overturn of Roe vs. Wade

  • Namaste: Yogis to celebrate International Yoga Day

    Namaste: Yogis to celebrate International Yoga Day

  • Poor hit harder by economic crisis

    Poor hit harder by economic crisis

  • Roland Garros 2022

    Roland Garros 2022

The Korea Times
CEO & Publisher : Oh Young-jin
Digital News Email : webmaster@koreatimes.co.kr
Tel : 02-724-2114
Online newspaper registration No : 서울,아52844
Date of registration : 2020.02.05
Masthead : The Korea Times
Copyright © koreatimes.co.kr. All rights reserved.
  • About Us
  • Introduction
  • History
  • Location
  • Media Kit
  • Contact Us
  • Products & Service
  • Subscribe
  • E-paper
  • Mobile Service
  • RSS Service
  • Content Sales
  • Policy
  • Privacy Statement
  • Terms of Service
  • 고충처리인
  • Youth Protection Policy
  • Code of Ethics
  • Copyright Policy
  • Family Site
  • Hankook Ilbo
  • Dongwha Group