The new Ssangyong Korando SX is to feature in a £1 million TV advertising campaign comparing price and spec with its rivals.
Ssangyong ramped up their Korando offering in June by launching the Korando SX 4×4 at a very reasonable £18,795, although you did have to sacrifice kit – and a lump of power – to achieve the new 4×4 entry price.
And now Ssangyong are feeling brave enough to pitch the Korando SX as the budget compact SUV of choice and are taking to the TV to ram the point home. But they’re not just shouting how good they are, they’re stacking themselves up against Hyundai, Kia and Nissan.
Ssangyong are being selective in their TV push, and are steering away from affluent areas, so there’ll be no Korando SX adverts popping up on screen if you live in the Home Counties (although you may see them on Sky), but if you’re in the Anglia, Central, Yorkshire, Wales or Scotland then look out – you’re being targeted.
It’s a bold move by Ssangyong, but one they can afford to make. Not only are they now owned by Mahindra, but the Korando SX looks a decent offering. But isn’t it a dangerous game to shout ‘We’re the Cheapest’? Isn’t that how your products then become defined?