South Korean brand Ssangyong is upping its game with the launch of a vastly improved and more sophisticated Rexton SUV and will make a technology leap in two years time with the launch of an all electric, fully off road capable model based on the Korando.

This was shown as the SIV concept here at the Geneva show and Ssangyong said it wants to set a standard with its all terrain EV, the only vehicle of its kind according to Nick Laird, managing director of the brand’s UK sales operation.

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With the new models, there’s also a redesigned Musso pickup due out this year as well as a new C segment SUV so there is a job to do in terms of managing customer expectations.

Ssangyong has traded on low prices and high specification but this is not set to change. The new Rexton, for example will retail in the UK at between GBP27,000 and GBP37,000.

The UK is the brand’s largest market in Europe, accounting for around 4,000 sales in 2017. Laird is looking to boost this to 8-10,000 within the next three to four years.

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He added: “We will do that by concentrating on what we do best, and that is making very capable 4×4 vehicles but with better design, improved quality but still at very competitive prices. This will give people the incentive to go for a less well known brand.”

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The dealer network is currently around 65 outlets and Laird said more dealers are becoming interested in Ssangyong.

“Like customers, it is about getting dealers to realign their thinking about the brand. With the new Rexton we are already seeing an interesting swing in conquests from other brands with people coming out of Volvos, Land Rover and Mercedes wagons – the one thing we can’t follow at the moment is any clear pattern.”