Easy peasy: SsangYong is looking to attract customers to the brand by making the buying process as simple and transparent as possible.
UPON returning to the Australian market after two years in the wilderness, SsangYong Australia is looking to win back customers by simplifying its purchasing process and inspiring confidence in its buyers.
The Korean car-maker has gone to extensive lengths to attract customers by simplifying the list of considerations they have to make when purchasing a car, as well as convincing buyers the brand is in Australia for the long haul.
Speaking at the relaunch of the brand this week, SsangYong Australia managing director Tim Smith said the strategy would make customers consider its models when shopping for a new car.
“Our go-to-market strategy, we’ve left no stone unturned – we’ve tried to make it absolutely super-simple for customers,” he said. We want to take away every single bone of contention they have in consideration of our brand.
He said issues such as the brand’s absence form the country and the relatively unknown quality of the cars as examples.
“‘Why would I put this brand on the shopping list? Oh, well they were gone two years and I don’t really know what they’re going to do.’ OK, well we’re launching with 32 dealers and there are a lot more to come in a very short space of time.
“‘Oh, I don’t know about the reliability of the vehicles, I don’t know if they’re going to be around...’ Seven-year warranty, straight up. Bumper to bumper.
“I don’t care if you’re a tradie, a mum and dad, a florist, a gardener or my mum who is 71 and goes from home to the shopping centre and home again. So, we’ve cut that out.”
All four models in SsangYong’s local model range are offered with driveaway pricing that will be uniform in every state. Mr Smith said the company would persist with driveaway pricing for at least the duration of the model year, and perhaps longer.
The uniform, nation-wide driveaway pricing will be another area that SsangYong will use to simplify the buying process for customers, and the company is so confident in its value that it will encourage potential buyers to compare it against its competitors.
“‘Pricing, oh, it goes up and down....’ Nope. It’s driveaway pricing. Here’s the list of features. And we are happy, if not we encourage both consumers and dealers to shop our competitors against us.
“And the majority of times you will find plenty of unique selling propositions as good or better than the rest of the guys.”
The brand also plans to put up a list of servicing costs on its website so customers can know exactly how much they will be spending on the vehicle before they buy it.
On the website, the servicing menu will also be put up against other manufacturers to let the customer compare and contrast.
Mr Smith said simplicity and transparency will be key to getting customers interested in the vehicles, and the company remains confident that once they get customers in to the cars, the quality and value of the models will do the talking.
SsangYong is launching in Australia with the Musso dual-cab 4x4 pick-up, the Rexton seven-seat ladder-frame large SUV, the Tivoli small SUV and related Tivoli XLV which features additional cargo space.