Русский
South Korea’s SsangYong autos, now rebranded as KGM, has returned to the Russian market for the first time since 2017. The brand, and especially its Rexton series of SUVs, was at the time a prestigious and well-loved marque in the Russian market.
SsangYong had a strong position in Russia in previous years, but sales were suspended in 2014-2015 due to the devaluation of the ruble. In 2016-2017, an attempt was made to bring the brand back to the Russian market, but due to high prices, demand was very low, and deliveries were halted for a second time. Now SsangYong has returned to Russia under a new name and with four models at once. The largest, most expensive and flagship model is the Rexton frame SUV.
Previously, the SsangYong brand used licensed Mercedes engines and transmissions; now the Rexton uses a 2.0 l engine of its own design (225 hp and 350 Nm) and a six-speed automatic transmission from Japan, Aisin. This combination quickly accelerates a heavy car, weighing over 2 tons, but only if the power inscription is lit on the dashboard.
Getting into the Rexton, one enters a radically changed reality. This is the first new product of non-China origin with official support and warranty in several years, and for those tired of Chinese high-tech gadgets in their cars. However, nostalgia comes with a price—the Rexton costs ₽6.8 million (US$85,500) for the basic model and ₽7.2 million (US$90,000) for the top one. With complex logistics and shipping costs, it will not be possible to make the car noticeably cheaper. As noted above, SsangYong previously failed in 2017 as a result of its high price tags.
Nonetheless, it is interesting to note that KGM’s auto market research indicates there is enough pent-up Russian auto consumer demand, coupled with a possible Chinese auto indifference slump due to the massive volumes of Chinese cars now on Russian roads, and a reluctance to buy European due to sanctions difficulties with spare parts, to present the Rexton as an upmarket alternative. But whether Russians are ready to pay so much for an SUV upgrade is a big question.
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