Ssangyong Motor, First Profit in 3 Years Since Launching Australian Subsidiary... Accelerating Oceania Market Expansion

Non-face-to-face Collaboration with Celebrities and Sports Stars
Expanding Market Share through Customized Marketing

Ssangyong Motor achieved a profit for the first time in three years since establishing its Australian subsidiary in the first half of this year.
Photo by Ssangyong Motor

[Asia Economy Reporter Ki-min Lee] Ssangyong Motor is accelerating its push into the Oceania market, centered on its Australian direct sales subsidiary, which turned a profit for the first time in three years since its launch in the first half of this year.

Ssangyong Motor announced on the 27th that its Australian subsidiary recently launched the The New Rexton Sports (local name Musso).

Ssangyong Motor's Australian subsidiary is the company's first overseas direct sales subsidiary, launched in Melbourne, Australia, in November 2018. It has held media test drive events annually and participated in the 'Australia 4x4 Outdoor Show' to exhibit vehicles. Even during the COVID-19 situation, it conducted marketing through collaborations and sponsorships with celebrities and sports athletes.

It has also focused on expanding customer touchpoints through exhibitions at large shopping malls including Southland and Highpoint.

Despite the difficult situation with frequent lockdowns across Australia due to the COVID-19 pandemic, it has continued marketing through non-face-to-face methods such as operating test drive programs with various media outlets and collaborating and sponsoring celebrities and sports athletes with high public recognition.

Ssangyong Motor explained that it is steadily expanding its market share through locally tailored marketing at dealerships in New Zealand as well.

It also appointed Sir Colin Meads, a legend of New Zealand rugby, and Jamie Joseph, founder of the animal protection organization 'Saving the Wild,' as ambassadors. A Ssangyong Motor official said, "As of the first half of this year, sales in the Australian market increased by 114% compared to the same period last year, and New Zealand sales increased by 43%. We will achieve this year's sales targets through enhancing brand awareness and customized management of loyal customers."