Mahindra & Mahindra Pushes Ssangyong to Do Well in China

Mahindra & Mahindra is trying ways to push it sales of the South Korean Ssangyong car unit in Chinese auto market, which is the world’s largest car market where in the ownership of car failed in China. The $ 14.4 billion diversified Mahindra Group is planning to take its unpolished SUV to the emerging markets such as Brazil and South Africa, also it is developing the engine to be used for both brands. Mahindra is the Indian car, tractor and truck maker and is a well known company.

The jeeps built by Mahindra are very popular in the Indian rural hinterland with its tractors working in fields of Arizona, Zimbabwe, etc. The company has always used the domestic growth of its products and with the help of this growth, it is aiming to crack the Chinese market making a presence of Ssangyong which is not an easy task because the Chinese market is on the boom. Mr. Pawan Goenka, president of Mahindra's automotive and farm equipment sectors and chairman of Ssangyong said that china has been prioritized by Ssangyong and it not as important for Mahindra as it is for Ssangyong Motor.

The Ssangyong Motor Co has Korean rivals Hyundai Motors and Kia Motors but still it is popular in Russia. The company was on the verge of bankruptcy under the Chinese owner SAIC Motor Corp when Mahindra helped the company by buying its 70 percent stake. Ssangyong cars have been imported from Mahindra into China late last year, but it could not succeed in a market which was slowing and which regards Ssangyong as a premium brand. The expectation from the vehicle was very high but SAIC did not justify the presence of the car in the country and hence there are no fixed numbers of sales of the car. The action plan built by Mahindra India and the pricing of the product with the requirements of the Chinese market will definitely help the product to suffice in the market added Goenka