SsangYong UK is looking to boost its dealer network by 2015 as its model range expands.
Chief executive Paul Williams described the task as a "need to improve the gene pool" by recruiting more dealers willing to engage with the low cost Korean brand and its range of 4x4s and SUVs.
He wants 65 sales points by the end of 2014. At present the SsangYong dealer network numbers 52 locations, shared with another franchise or a strong used car operation.
Many, such as Steve Durkin in Nelson, Lancashire, or Chequered Flag in Attleborough, Norfolk, are achieving good levels of incremental sales to their other operations, said Williams, and some are now considering adding the franchise in second sites.
But around a third of all SsangYong dealers are barely selling the new cars, AM understands.
Williams admitted that due to SsangYong UK's small size - it's a 0.04% market share franchise at present with 715 new car and LCV registrations to date in 2013 - it takes a 'tread lightly' approach and has very low franchise investment levels so dealers looking to replace operations for Saab and Subaru have been among those interested.
"It doesn't matter if we don't have the best premises or locations, providing the dealer is willing to work at it. It won't work if they don't have the right attitude, they can't expect people to simply walk up and say they want a SsangYong," he said.
Typical prospective customers tend to be middle-aged, middle-income people with a strong sense of value, and who require a suitable car to tow a caravan, horsebox or trailer.
An award-winning journalist and editor, with two decades of experience covering the motor retail industry, and accredited by the Institute of Leadership and Management (ILM) plus the National Council for the Training of Journalist (NCTJ)
As editor of AM since 2016, Tim is responsible for its media content, planning and production across AM's multiple channels, including the website, digital reports, webinars, social media and the editorial content of AM's events, Automotive Management Live and the AM Awards. His focus is on interviewing senior leaders of franchised dealer groups and motor manufacturer national sales companies to examine latest developments in UK motor retail.
Nick Challacombe FIMI, FMI, FIoD. - 29/11/2013 16:23
I was a Daihatsu dealer for many years, I sold my business through ill health in 1999. I then drove EClass Merc Estates for the next 13 years until I could no longer get in and out of them. I needed a 4 x 4 again, I went all over the shop and eventually bought a SsangYong Korando Auto from Chequered Flag. It is a great car and should sell well, all that seems to be holding the franchise back is a complete indifference from the top. I know the management team but they seem to be sleep walking, they have a great product and some great dealers, I have offered to help with recommendations after all after 35 years involvement with the 4 x 4 trade and SUVs I could recommend to my dealer friends, but answer came there none. Great Car Range, Great built Quality, Reliable, Poor management!