News - SsangYong
SsangYong: "Premium but cheaper"
Premium SsangYong SPR models find a surprise niche with Aussie SUV and MPV buyers
29 Apr 2008
By PHILIP LORD
THE all-diesel South Korean brand SsangYong has found a niche market segment in Australia for luxury SUVs and people-movers that sell for much less than those of its competitors.
Under the newly designated SPR luxury line available on the Sports Dual Cab utility, Kyron and Rexton II SUVs and the Stavic people-mover, SsangYong offers features such as heated leather seats, climate-control, an electric sunroof and automatic transmission – but has kept recommended retail price between $10,000 and $20,000 cheaper than opposition luxury models.
The most expensive SsangYong on the price list, the $49,990 Rexton II SPR, appears to be the most popular, according to SsangYong Motors Australasia managing director Russell Burling.
“The Rexton is going very well,” he told GoAuto. “We’ve sold-out of the SPR model. Across the range, we’ve sold out on all the SPR ones. We’ve just got stocks arriving here now.”
Mr Burling said he did not expect the SPR variants of the Sports Dual Cab, Stavic, Kyron and Rexton II to prove so popular.
“It’s really surprised us,” he said. “We decided to launch it as a premium part of our brand, and that is where the demand is. People are looking for those options and at that price.”“We thought it (SPR) might be 10 to 15 percent of our business – right now it’s looking like 25 to 30 per cent, maybe even higher.
“In Rexton, it’s even higher. I’d estimate about 80 per cent right now, buying the top-end one (SPR).”
Mr Burling said that buyers were looking for good value, but want a level playing field with it.
“They are looking for value, they are looking for equipment. I think there is confusion in the market, with all the discounting. If you open the paper on any particular weekend, there’s ’07 cars, there’s ’06 cars still in the market. The discounts are rampant – as a buyer, it’s pretty confusing,” he said.
“What we’re trying to do is set a price that’s a real value and say, ‘Okay, that’s where the car sits and that’s the right value for it.&rsquo.”
The SPR range opens with the Sports Dual Cab SPR, Kyron SPR and Stavic SPR at $39,990 and tops out with the Rexton II SPR at $49,990.
Read more:It’s diesel or dust for SsangYong
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