An invasion on a budget: Korean automaker Ssangyong may enter U.S. market

invasion budget korean automaker ssangyong may enter us market actyon sports
The U.S. looks to be getting a new car brand, and an interesting one at that. Ssangyong, Korea’s third largest automaker, has confirmed plans to enter the American market, and may have cars in show rooms within three years.

Ssanyong is interesting because it reflects the global growth of the car industry and its emergence in unexpected places. Americans have gotten used to the idea of Korean cars, but Ssanyong is actually wholly owned by Indian giant: Mahindra. And the Ssangyong cars themselves may well be built in China.

If Ssangyong does make it Stateside, it could be not just the first Chinese-built car sold in the States, but also likely the first in a wave of new budget automakers to storm our big, fuel-thirsty continent. Ssangyong is likely to shoot for the bottom-barrel space left by its Korean brethren Hyundai and Kia, as both automakers have moved somewhat upscale in the last few years. Specifically, Ssangyong has suggested that it will market budget crossovers and SUVs in the United States.

One such model, the Rexton, a seven seat SUV, which is already on sale in Korea and India, could likely be sold in the U.S. for as little as $17,000: a substantial savings on any of the existing U.S. options.

Related: Chinese-built Volvo S60L headed Stateside next year

There is even some precedence for the success of this tactic. Struggling Japanese automaker Mitsubishi has introduced its own Thai-built economy car the Mirage, which despite being universally panned by journalists, is on pace to sell nearly 20,000 units this year.

Regardless of what niche the Ssangyong shoots for, it expects to bring models over in record time. Pawan Goenka, President of Mahindra’s automotive sector responsible for Ssangyong, told Reuters, “Right now what we are doing is very early feasibility study of which products will make sense for the U.S., what will it take to make those products work, whether it will be financially viable to launch in the U.S.” While Goenka did not state a specific time frame, he explained that the company could begin sales within two years of board approval.

The Chinese connection comes in the form of the company’s plans to open a large manufacturing plant in mainland China to meet the company’s skyrocketing demand there. This would be Ssangyong’s newest manufacturing plant, and the likely source of any vehicles eventually imported to the United States.

Depending on the success of Ssangyong, a wave of budget automakers like Proton, Tata, and any number of Chinese companies might follow. So, while the sort of cars that Ssangyong has to offer may not bring joy to the heart of gear heads, they are definitely worth paying attention to.


Honda will squeeze another model into its SUV lineup at the Los Angeles show

Honda will introduce a new SUV with a familiar nameplate at the 2018 Los Angeles auto show. It envisioned the 2019 Passport as a five-seater alternative to the eight-seater Pilot. The two models will share a platform and many tech features.
Home Theater

The best movies on Netflix in November, from 'Buster Scruggs’ to ‘Dracula’

Save yourself from hours wasted scrolling through Netflix's massive library by checking out our picks for the streamer's best movies available right now, whether you're into explosive action, witty humor, or anything else.

From Rolls-Royce to Lamborghini, these are the most expensive cars in the world

If you recently discovered an oil reserve in your backyard, you probably have some extra cash to spend. Look no further, because we’ve rounded up the most expensive cars in the world.

Meet the born-again Ford Bronco that will soothe your ’90s nostalgia

Ford has confirmed it will bring the Bronco back to American showrooms in a few short years. While it's still very much a work in progress, this is what we expect from the Blue Oval's born-again off-roader.

Ford teams up with Walmart to study consumer response to autonomous delivery

Last week it was Ford and VW, and this week Ford and Walmart are signaling a desire to work together on autonomous vehicles solutions. Ford and the giant retailer will study consumer reactions to self-driving delivery vehicles.

Our favorite fuel-efficient cars are as frugal as they are fun

You don't need to opt for a hybrid or an all-electric ride in order to achieve good fuel economy. These vehicles pack both performance and style, whether you're in the market for a luxury sedan or a game-changing pickup truck.

Many adults believe fully self-driving cars are already traversing U.S. highways

The American Automobile Association tested cars with features such as lane-keeping and adaptive cruise control and found them lacking in real-world conditions. Forty percent of surveyed U.S. adults think self-driving cars exist now.

Out of juice? Learn how to jump-start a car with this quick guide

Jumping a car is a simple procedure, but not everyone knows how to properly do so. To make things easier, we've put together a quick-hit guide on how to fire up your vehicle using jumper cables and a second power source.

Born to run (forever): The most reliable cars you can buy right now

We all dread the thought of our car turning into a money pit, but choosing a dependable vehicle from the start can help us rack up countless care-free miles. Here, we've rounded up some of the most reliable cars available.

Prep your car for the coming snow and sleet with these cold weather tips

Driving in the winter, whether downtown or across the country, is rarely easy. Luckily, we've put together a quick rundown of a few things you should do to winterize your car before the snow officially hits.
Digital Trends Live

DT Daily: Waymo’s driverless cars, ‘Fallout 76’ tips, and Racella

In today's episode of DT Daily, we discuss Waymo's foray into the ridesharing sector, along with various tips for making the most of the recently launched Fallout 76. We also sit down with singer Racella to chat about her new EP, Waves.

Want to keep connected on the road? Here are 5 ways to add Bluetooth to your car

The best way to make an old ride feel young again is to bring it up speed with the 21st century. Here's how to properly add Bluetooth to your vehicle, via independent kits, vehicle adapters, or aftermarket head units.

Jeep’s outdoorsy Gladiator pickup truck bares it all ahead of schedule

Jeep will introduce the long-promised Wrangler-based pickup truck at the 2018 Los Angeles Auto Show. Named Gladiator, the model was designed to conquer the great outdoors, not for the construction site.

The hamster-friendly 2020 Kia Soul will rock out at the Los Angeles Auto Show

Kia has released a teaser image to preview the next Soul. Scheduled to make its debut at the 2018 Los Angeles Auto Show, the 2020 Soul will keep the outgoing model's boxy proportions but it will wear a sharper design.