Park Jin-hai primarily focuses on K-dramas, entertainment shows and actor interviews. Beyond that, she also pens articles covering the broader arts scene, with a particular emphasis on classical music, dance and various aspects of lifestyle. Since joining The Korea Times in 2013, she has made significant contributions in the realms of hallyu (Korean wave), industry news and international affairs.
Ssangyong revs up Actyon image in NZ
Actyon Sports utility vehicles race on a track during the “Ssangyong Racing Series” at Taupo Motor Park, in New Zealand, Sunday. The park with a 3.2-kilometer race track will be renamed “Ssangyong Motorsport Park” from April 1 next year. / Courtesy of Ssangyong Motor
By Park Jin-hai
By Park Jin-hai
TAUPO, New Zealand ― All 25 Actyon Sports utility vehicles hit the Taupo Motorsport Park tarmac here on Sunday for the Korean premium SUV maker’s first one-make event, the “Ssangyong Racing Series” on Sept. 27 and Sept. 28 ― part of the Premier NZ Supertourers Series.
“I’ve dreamed of this whole racing series, since I came up with the idea a little over one year ago,” said Deon Cooper, managing director of the automaker’s New Zealand head office Great Lake Motor Distributors, at the opening day press conference.
About 12,000 spectators, mostly sports-loving families, cheered on the amateur racers.
“Not only do we have motor racing, but its popular with people aged from 14 to 60 ― That is a big market reach. A 14-year-old telling mom and dad Ssangyongs are cool and it’s good to buy one,” Cooper said.
Six more rounds will take place around the country until next April, with the winner receiving a trophy and a trip to Ssangyong Motor’s headquarters in Seoul.
Gene Rollinson finished first on Saturday, covering the first six laps in 12 minutes and 22 seconds, and the second six laps in 13 min. 22 sec.
“Actyon’s powerful driving performance and agile handling was impressive,” said Rollinson.
Another young contestant, Faine Kahia, 18, a college student, said, “The handling and the power of the Actyon Sports are really great. It may not be the fastest thing in the world, but it handles really well. A driver can show his true talent.”
Boosted by local sales that have grown at 60 percent a year over the past four years, the automaker is using the series to promote the brand as the “best car for average New Zealand people.”
The Ssangyong racing series is being filmed for a one-hour documentary on TV3’s motor sport program.
“More than 100,000 people watch it every Sunday. It is one hour of people, engaged in the Ssangyong brand,” said Cooper.
The motor sport park with a 3.2-kilometer race track will be renamed “Ssangyong Motorsport Park” from April 1.
Cooper, a former dealer of Nissan and Hyundai cars, said Ssangyong cars represented what New Zealand people wanted.
“We like camping and outdoor activities and our cars are best suited for this,” he said. “Basically we always employ three tactics when we promote Ssangyong. They are quality, reliably and value. And we always talk about Korean heritage.”
Yet the market size is small, one-tenth of neighboring Australia, but world demand for SUV models is strong. They accounted for 27 percent of all car sales made last year.
Cooper said that with the upcoming launch of the compact SUV X100, Ssangyong sales would easily have more than 10 percent market share in the segment within six months.
“The market suits aged people,” he said. “They like hip-high seating, but more compact cars. When they begin retirement, they always buy new cars. We see massive growth in that segment.”
The company runs 18 exclusive Ssangyong outlets.
Last year, the company exported 1,359 units to New Zealand. As of August this year, it had shipped 1,476 and it forecasts this will reach more than 2,000 within the year.