Although SsangYong Motor is still in a difficult financial situation, product development and business activities are still ongoing. Work on new models continues and one of the models that will be in showrooms will be a next-generation SUV presently designated ‘X200’. The Korean carmaker, owned by India’s Mahindra Group, has a newly created design vision and philosophy and this is being adopted for the new model.
New design philosophy
“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,” a spokesperson for the company said.
‘Powered by Toughness’ is a design philosophy that emphasises the importance that SsangYong places on the value of design. Along with the themes of strength and modernity, it underpins its long standing ‘Korean Can Do’ message which has been central to the Korando product line over 4 generations, dating back to the original from 1983.
The design philosophy 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,” explained Lee Kang, Head of the SsangYong Design Centre.
Korando and Musso heritage
Besides being guided by the design philosophy, SsangYong’s future models, such as the J100 midsize electric model and new X200, will be designed with the heritage of the original Korando and Musso. These two SUV models are of significance in the company’s and Korean automobile industry’s history.
It is expected that the design philosophy will allow consolidation of its position as an authentic SUV brand. Forward-looking elements will include the use of eco-friendly powertrains, responding to the biggest trend in the automotive industry which is now taking place.
J100 well received
Public response to the first design reveal of the J100 (shown below) last month on social media channels is said to be extremely positive and strong. The designers are also encouraged by feedback on the J100 and derivative pick-up model on which has indicated considerable positive interests.
“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. It is a very exciting time for SsangYong and will build on the history and heritage of its unique and distinctively authentic SUV designs to impress its customers of the future,” Mr. Lee Kang promises.
