India’s Mahindra seems intent on entering the U.S. new car market, even if it’s without its small pickups. That explains why the firm is in the midst of seeing if importing its Ssangyong subsidiary’s cars could work.
According to Reuters, Mahindra says it’s 4-6 months into a feasibility study to determine whether there would be a market for the South Korean Ssangyong brand in the U.S.
Company officials admit Ssangyong would need to develop models better suited for the U.S. market, which could be ready within two or three years after a decision is voted on by the board. No word on if those products would include anything like the upcoming X100 subcompact crossover being previewed XIV-Air concept for the Paris Motor Show.
Mahindra is reportedly pitching Ssangyong as an affordable SUV and crossover manufacturer, something that could potentially resonate with Americans’ renewed love of crossovers as the new car purchase of choice. But Ssangyong is a totally unknown quantity here, and fellow South Koreans Hyundai and Kia have the value message pretty well locked up with their lines of refined products.
It’ll be interesting to see if Mahinda finally makes a move into the U.S.
By Zac Estrada
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