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SsangYong on the road to recruit dealers

12th June 2008 Print
SsangYong’s dealer recruitment programme moves up a gear on June 24 when the model range of Kyron, Rexton and Rodius – many of which have four-wheel drive – will have a significant presence at the specialist Brightwells auction at Leominster.

SsangYong will be on hand with a hospitality unit and a representative range of vehicles with the intention of giving dealers the opportunity of finding out more about the franchise.

David Foster, dealer development manager for distributor Koelliker UK said: “Dealer recruitment is a priority for SsangYong, but we aren’t prepared to wait for dealers to contact us. We know that when dealers can see and experience the cars, they begin to appreciate the brand’s potential in their own areas. Quite simply, they realise that they can sell the range to their customers, and that kicks off meaningful talks about how SsangYong can work for them.

“Brightwells is a perfect link for us because of the specialist nature of their auction, with dealers from all over the country having an inherent interest in four-wheel drive vehicles.”

Long-established Brightwells Auctioneers hold their specialist 4x4 auctions – Europe’s largest – every Tuesday in Leominster. There are usually 200-250 vehicles to be auctioned including on the 24th, several SsangYongs. The auction is open to the public as well as the trade – additional useful exposure for SsangYong.

The initiative is an extension of SsangYong’s marketing programme which takes the products to the people rather than expecting potential buyers to walk into showrooms. Throughout this year, SsangYong will be present at dozens of shows, exhibitions, events and shopping centres in order to increase awareness, gain good quality leads and generate test drives.

“Our involvement with Brightwells this month is just the first in a programme of events around the country designed to make it easy for potential dealers to see and experience the products and talk to us about the franchise,” continued Foster.

Richard Binnersley, vehicles auctions director for Brightwells said: “SsangYong’s presence on the 24th will add value and interest to our auction, so we are pleased to be able to co-operate. We have a national database of customers and attract dealers from a very wide area, so SsangYong should enjoy good exposure.”

Koelliker UK is part of Gruppo Koelliker, a long-established private Italian company that also distributes SsangYong in Italy, Austria and Hungary as well as Mitsubishi, Kia and Hyundai in Italy. There are currently 13 variations of the SsangYong Kyron, Rexton and Rodius model line-ups in the UK with OTR prices ranging from £14,995 to £24,995.