Paul Williams is a well known character in the motor industry and has had some high profile jobs over the past few years - the last one being MD of Kia Motors UK. Paul joined Koelliker a few months ago as they started being the official importer of Ssangyong cars after purchasing the assets of the old company. Koelliker are represented in three other countries and import a variety of vehicles, selling over 100,000 last year.
Paul said: “There has been and still is a lack of awareness of Ssangyong with 99% of people never having heard of them. The most likely reason somebody would go into a Ssangyong dealer is generally because they are lost!”
Paul is hoping to increase the number of dealers to around 60-70 by the end of this year and have 100 by 2010.
He told me: “Ssangyong is controlled by Shanghai SAIC and are planning to invest 19b Euro in the company; we plan to introduce 20 new models between 2009 and 2014 and will be sharing platforms with other group companies. We plan to increase production from 150,000 units to over 400,000 units over the next few years”.
The new company will not be advertising in the traditional daily newspapers but will instead aim at specific markets such as boating, fishing, agriculture, country pursuits and caravanning. They plan to be at a number of relevant shows and will spend money where they get noticed.
He said of the current product: “It is functional and good value. It does what it is supposed to do but at two thirds of the cost of most of its competitors. The vehicles are not the most glamorous or have high image status but they will work hard and they are practical, reliable and dependable – all at a sensible price”.
Paul has already reduced the price of all parts by an average of 40%, he has initiated a used car programme - consumer packages and has started a fleet programme.
Paul says: “I intend to change the view of the brand and with so many new models coming in the next few years; we need to be in a position to be able to sell many more cars as we are in it for the long term. This needs to be a well run, profitable organisation to absorb the new models - we need to increase awareness”.
Ssangyong are expected to sell around 3,000 cars this year. The infrastructure is a bit thin at the moment but with Paul and his small team’s plans for the brand, this should improve fairly quickly.
- Martin Ward
