Think of a Korean motor manufacturer and it is most likely to be Kia or Hyundai, the best known in both retail and fleet car markets. SsangYong is far smaller than either and has had a chequered history in recent years. The company went into receivership in 2009, when it was 51% owned by SAIC of China, having recorded heavy losses. Mahindra and Mahindra of India emerged as the preferred bidder for the company in 2010 and the deal was sealed in 2011. Now the company produces cars in Korea and Russia, where the car is produced by the joint venture operated by Sollers and Mazda and the Ukraine. The company is again building up its business in Western Europe.

Paul Williams is managing director of the UK importer. With the change of owners in 2011, the previous importer, the Koelliker Group, which also distributes SsangYong in Italy and Austria, ended its importer role for the UK business. It was sold to the Gibraltar-based Bassadone Group.

‘The volumes in Italy have just reflected the downward trend in the market,' comments Paul Williams, who adds that the brand is now represented in most major European markets. ‘Interestingly, SsangYong has some significant partners,’ he continues, ‘Koelliker, as already described in Italy and Austria. There is the Berge Group in Spain and a company called Alcopa, an independent distributor based in Belgium. Alcopa represents the brand in Switzerland, Germany, the Benelux and Poland. Then there are other distributors including Emil Frey, again a well known distribution group, which represents the brand in France.’

According to Paul Williams, 2013 was the best year internationally that SsangYong has ever had, returning to profitability in the last two quarters. The company recently announced a plan to sell 160,000 vehicles in 2014.

‘When you actually look at where they sell their product, the domestic market is obviously important, but Russia is a hugely important market for them too. China is showing very good signs and South America is continuing to be a very good market for them. Europe is always a challenge for all the reasons we know – dominance of premium brands and also the fact that it is an old, saturated market,' says Mr Williams. ‘Under the umbrella of Mahindra, there's a clear strategy of how the brand will develop. There will obviously be sharing of technology between the two companies.’

Main production will continue in Korea, but the Rexton is built in India for the Indian market and other SsangYong products will be built there. The XLV concept shown at Geneva previewed what will be a compact SUV designed to rival models such as the Renault Captur, Nissan Juke and Opel Mokka.

SsangYong is too small to be a significant player in the fleet sector yet, but the company's value pricing will help it gain market share in the retail sector, while new product will provide the broader product range it needs. Its ownership and production bases also mean the company is well positioned to tap into current growing markets.