Name change does not guarantee the South Korean automaker will avoid a series of failures in the auto business
SsangYong Motors has just announced a rebranding. However, the name, which was chosen by its new owner in order to avoid a negative image, is unlikely to allow the company to succeed, Auto Mail.ru experts say.
“It will not be possible to become successful at one moment just by changing the signboard. Firstly, because instead of a sonorous and beautiful name, the automaker tried on the name of its new owner, unknown to anyone in the auto business and saying nothing, a relatively young group of companies KG Group, engaged in chemical and the metallurgical industry.
And secondly, the renaming of SsangYong Motors to KG Mobility Corporation has not yet had any effect on the final product of the company. Crossovers and SUVs still roll off the assembly line and are exhibited in showrooms under the old name and with the same logos. New KG nameplates are still in the pipeline.
Koreans can expect any changes and count on success only following the appearance of new logos on cars, redesign of dealer network salons and appropriate marketing support. And completely new models would be very useful for the company to make a breakthrough,” the editorial staff of Auto Mail.ru believes.
