SsangYong Motor Company (SMC), owned by India’s Mahindra Group, has released the design of its next-generation SUV. Under the code name of X200, the new car carries the brand’s newly created design vision and philosophy, presenting the value and future direction of its new products.
A spokesperson for SMC said: “The design of the new X200 is based on SsangYong’s new design philosophy ‘Powered by Toughness’, and follows on from our recently announced J100 mid-sized electric car. With this new design, the company is showcasing its new product identity to communicate a powerful and modern SUV while drawing on the inherited values its authentic heritage”.
It is based on four formative concepts: ‘Robust Architecture’, Unexpected Delight’, ‘Vibrant Contrast’, and ‘Communion with Nature.’
“Of these four elements of sculptural identity, ‘Robust Architecture’ pursues the beauty of tough structural shape and detailed sculptural beauty. ‘Unexpected Delight’ appeals to differing lifestyles, offering amusement and excitement by embodying a design that values more than mere transportation. ‘Vibrant Contrast’ expresses the original characteristics of a tough SUV through the contrast between aesthetic elements of colour, texture and modelling, while ‘Communion with Nature’ is intended to harmonise with the natural world, echoing the sensibilities of our customers,” says Lee Kang, head of the SsangYong Design Centre.
SsangYong’s future models, such as the recently announced J100 mid-size electric model and new X200, will be designed under the design theme of ‘Powered by Toughness’ and inherit the heritage of the original Korando and Musso.
Adds Lee Kang: "We have re-interpreted our future design vision and product philosophy by drawing heavily on our unique heritage. With the forthcoming J100 and X200 models, we have drawn a line in the sand in terms of design, and everything from this point forward will follow this new brand design direction.”
Mahindra and SsangYong
The bankrupt SsangYong applied for court receivership late last year after defaulting on loan payments following parent firm Mahindra rejecting a proposal to inject fresh funding into the company earlier in the year. Mahindra later said that it had begun to look for investors for the brand.
SsangYong in its announcement revealed that its decision to accelerate product development was part of the company’s plans to make the brand more appealing to potential investors in the future. The carmaker has said that it is undergoing intensive restructuring with one of its goals being to quickly end its rehabilitation procedures and renewing confidence within the brand.
It is understood that US-based car importer HAAH Automotive Holdings is keen to go ahead with a plan to acquire a controlling stake in SsangYong.