It’s one of those automotive names that looks worse than it sounds and the Indian owners of the Korean brand SsangYong are currently wondering what to do about it.
Mahindra & Mahindra, known mainly for its SUVs, has owned the Korean automaker since 2010. The Ssangyong brand, once linked with Mercedes, somehow survived the Asian financial crisis in the late 1990s and bankruptcy six years ago.
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According to M&M sources at the Delhi show, the name SsangYong is being reviewed as many feel it is too clumsy in the market place. One insider told just-auto “we are looking at it but we have to be careful, it has to be something that resonates well”.
One idea being floated is using just initials; something like SSY.
The source said: “it worked well for Lucky Goldstar which changed its name a number of years ago to LG, particularly on the international stage. This is not something we will rush into, though.”
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By GlobalData
