If the sketches are anything to go by, SsangYong appears to have turned a corner with the new SUV, code named KR10.

Previous SsangYongs such as Chairman, Actyon, Musso, and Kryon sold poorly at least in part because of their design. Buyers make purchasing decisions based on many factors, but looks feature at, or near the top, of the list. Previous SsangYongs seemed to miss that fairly important mark. The current range is slightly less confronting, but looks and interiors, and technology, have a certain something that makes people want to run screaming from the room.

You’ll note some of the designs appeared to closely copy other brands, unsuccessfully. Tech savvy gay buyers like a good looking car or SUV, so it remains to be seen then, if SsangYong is able to bring the sketch to life without ruining it, as they’ve done with almost every previous model, including the current ones.

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ABOVE: SsangYong- Past, Present and Future

A spokesperson for SsangYong said: “The design of the new KR10 is based on SsangYong’s new design philosophy ‘Powered by Toughness’ and follows on from our recently announced J100 mid-sized electric car. With this new design, the company is showcasing its new product identity to communicate a powerful and modern SUV while drawing on the inherited values its authentic heritage”.

SsangYong talks about strong design and a reputation of toughness in SUV models, and that KR10 inherits attributes of the original Korando and Musso which is something we certainly hope doesn’t extend to looks.

SsangYong released sketches of the J100 pick-up and SUV, which they say has received positive comments. If they’re anything to go by, SsangYong may well have turned a corner.

Previous models used old Mercedes platforms and technology and SsangYong have been at great pains to stress that J100 and KR10 are new SsangYong.

Lee Kang, head of the SsangYong Design Centre, said, “We have re-interpreted our future design vision and product philosophy by drawing heavily on our unique heritage. With the forthcoming J100 and KR10 models, we have drawn a line in the sand in terms of design, and everything from this point forward will follow this new brand design direction. It is a very exciting time for SsangYong and will build on the history and heritage of its unique and distinctively authentic SUV designs to impress its customers of the future.”

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