Whatever your field of expertise or speciality product, you need a great reputation to make a go of it and, to a certain degree, an element of good fortune, says Maxine Ashford.

Sometimes developing an outstanding product simply isn’t enough to win over consumers who have already made up their minds before even looking at the options. And once a bad reputation has been established, overturning perceptions becomes an uphill battle.

That’s precisely the journey Skoda has undertaken. Once the butt of tasteless jokes, it has emerged as a global market leader, scooping accolades and awards galore.

As too has Kia, the Korean car maker that was viewed as cheap, cheerful and a little bit plastic fantastic. But not anymore. Its cars, complete with seven-year warranties, are becoming more high-end with every new launch.

Yet staying at the top can be hazardous, with one false move bringing down the whole empire. In the automotive industry, it can be caused by an emissions scandal, poorly handled safety and recall issues, or even choosing the wrong brand ambassador. What can be worse than having your vehicle promoted by someone who, in turn, is arrested for drink or drug driving? As I said, it’s all a bit of a minefield out there.

However, maybe the hardest challenge is to get a brand noticed in the first place. And that’s the issue SsangYong has faced over the years. Despite developing excellent award-winning vehicles and being renowned for its 4×4 expertise, it’s still a name often met with vacant expressions.

The Korean manufacturer is now hoping to shift public perception with the launch of its latest pickup — the new Musso — which is already scooping awards.

Starting at £23,495 (excluding VAT), the Musso can tow 3.5 tonnes while carrying a one-tonne payload. It’s available in short- and long-wheelbase versions and four trim levels, boasting robust, muscular styling and a generous assortment of onboard equipment.

The vehicle has just received a new look featuring a huge front grille that is quite a statement and, ironically, can’t go unnoticed. Coupled with a high level of luxury and onboard tech, the new Musso is ideal for work and play.

So, how does SsangYong plan on marketing this vehicle and increasing brand awareness? It recently unveiled the car at the British Motor Show, attracting a constant stream of public interest, swiftly followed by more of the same at the Commercial Vehicle Show.

We caught up with SsangYong’s managing director, Kevin Griffin, who said: “We were delighted to be at the British Motor Show in Farnborough. We had the full range there, including the first public reveal of the new Musso, which was on the stand and also being driven on the test track.

The new Musso is building the SsangYong brand
New SsangYong Musso at the British Motor Show

“The feedback we got on the truck and for us as a brand was overwhelmingly positive, with many people who had associated us with former models being left in awe at how luxurious and capable our new range is.

“It was great to be able to show off our vehicles, too, as we had one of each available to test drive. The new Musso and Rexton, of course, stole the show!

“We also featured for the seventh year at the CV Show, and once again, we were able to showcase the new Musso alongside a Rexton, which was adorned with full police livery. The trucks and police Rexton drew lots of attention and ensured we were kept busy talking about the capability of our vehicles and how they are put to work up and down the country.”

SsangYong has a pretty intense marketing plan to get the vehicle into the spotlight.

“For us, the most important aspect of marketing the new Musso is digital campaigns,” explained Griffin. “In the current climate, people look to social media and online assets more and more as they move away from traditional forms of printed assets.

“We’ve adapted to that and thrown ourselves behind this movement, creating some of our most eye-catching feature campaigns to date that cover every form of marketing from dealer showroom material to hero video pieces that involved a three-day photo shoot, all designed to showcase the rugged capability of the vehicle as well as its incredible towing performances and brand-new exterior.”

Mountain rescue version of new Musso is building the SsangYong brand

Amidst the shifting landscape of the pickup market, marked by several manufacturers like Mitsubishi and Fiat withdrawing their models, SsangYong sees an excellent opportunity.

“For us, we see a fantastic opportunity in a much-depleted pickup market to really capitalise and introduce a new wave of pickup owners and potential buyers to our truck. The Musso has always been on the periphery, identified by those who need a hard-working, off-roading, capable truck with the best towing stats and warranty on the market. Now we want to ensure that we are at the forefront of people’s minds when they look for their next truck or vehicle. We stand by the Musso and truly believe that there are not many others out there who offer what we do,” the MD said.

With so much attention being generated, will SsangYong be able to keep up with demand?

“There’s new stock on the water making its way from South Korea and more expected in the next couple of months, ” said Kevin. “However, we expect the new Musso to be a very much in-demand vehicle thanks to its incredible stats and new striking features. If one’s caught your eye, then act fast, as they’ll be snapped up in no time.

“We saw 41% growth in Musso sales from August 2020 to August 2021, placing us in a strong position in the pickup market now that the competition is depleting.

“Nothing else can tow 3.5 tonnes and carry over one tonne at the same time or come with an incredible seven-year, 150,000-mile warranty. With a rapidly expanding dealer network that will see 90 SsangYong dealers across the UK by the end of 2021 and a great part’s supply from our warehouse in Swindon, when it comes to buying your next truck, the Musso is the obvious choice.

“We put the Musso through its paces over a multi-day shoot that covered everything from towing 3.5 tonnes of felled trees to some challenging and muddy off-roading. We wanted to create a campaign that viewers could see themselves in and know they can face any situation with confidence in the new Musso. This helped us develop our new strapline, too, ‘Whatever your adventure, whatever your field, dominate with new Musso.’ The Musso can handle whatever challenge you throw at it. If you don’t believe us, then this new campaign will prove it,” he added.

Only time will tell if the marketing campaigns pay off and establish SsangYong as a household name that effortlessly rolls off the tongue.

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