Australian market interest in SsangYong is steadily growing, as the South Korean brand reports a record month of sales and explains what it sees as its biggest success right now.
It’s no secret that Australians love dual-cab utes, and SsangYong is beginning to capitalise on that with its Musso ute, which has been updated and facelifted over the last couple of years to become a stronger rival to the establishment, and an alternative to the lower-cost utes arriving from China.
SsangYong’s National Marketing Manager Stevan Dimitrovski told CarsGuide there are a few factors that have helped the market notice the Musso, but the brand’s own marketing isn’t the biggest influence.
“The market is starting to realise the Musso is a great ute and our ‘car parc’ is at a point [the Musso is] getting noticed on the streets and driveways across Australia,” Dimitrovski said.
“Our biggest challenge as a growing brand is getting the word out there. It’s hard to compete against the advertising budgets of the big brands and even the budgets of the Chinese utes.”
The brand’s increasing success (and its increasing on-road and driveway presence in Australia; its existing cars present in the country being the ‘car parc’ Dimitrovski refers to) is evident in sales figures.
So far in 2023, SsangYong sales are up 126.3 per cent, with Musso accounting for 1580 units (341 alone in May). Add the Korando and Rexton SUVs to that, and SsangYong’s total sales this year so far add up to 2568 units.
Last year, the brand sold 3943 cars in the whole year, with 1956 being Mussos, 1467 Rextons and 520 Korandos.
The Musso is the hero of the story right now, with dual-cab-hungry Australians turning their attention increasingly to emerging brands in the space.
A self-professed increase in quality for the Musso in its recent changes, as well as what SsangYong calls a segment-leading set of ownership benefits for commercial buyers are likely part of the appeal, as well as the fact wait times and prices for the likes of the Toyota HiLux and Ford Ranger increase or remain steady.
“We’ve had a number of running production changes over the past few years that have further refined the product to a point where the build quality and value is hard to ignore – even without the huge advertising budgets,” Dimitrovski told CarsGuide.
“We’re also starting to see cut-through in the ABN holder and sole trader market, because it’s the only ute in Australia with a full seven-year/unlimited kilometre warranty including commercial use.
“We’re the only manufacturer to stand by their ute for the full seven years, without any limits to kilometres travelled.”
As Dimitrovski said, SsangYong’s marketing efforts are only part of the rise in the brand’s success, with ‘word of mouth’ regarding the current iteration of the Musso ute being a strong reason for the increasing popularity.
“I might add, our customers are our biggest advocates,” Dimitrovski said.
“Our local team have previously worked with enough brands to notice the difference, whether it’s a positive comment from another Musso driver in the Coles carpark or the raising of the index finger as you pass each other in traffic, as a confirmation of ‘if you know, you know’.”
It’s not like SsangYong isn’t putting itself out there in terms of marketing, however, with an advertising campaign starring moustachioed former cricketer Merv Hughes.
“Our latest campaign ‘the one for all’ featuring Merv Hughes, our newly appointed brand ambassador, has been a hit.
“We’ve already started seeing the results, with sales for the month of May being a record month.”
Keyword: Musso's market muscle! SsangYong Musso dual-cab ute catching up to rivals with record sales