▪ Ssangyong’s new Design Center will create synergies throughout the development process,
enforcing the interaction between design and R&D.
▪ Design Center expanded by 40% as compared to previous center and will help development
of future models, including XIV series.
▪ The center will take a lead role to reflect various customer needs and design trends in
Ssangyong Motor (CEO Lee Yoo-il;www.smotor.com), part of the USD 15.9 billion Mahindra Group, announced on Dec. 11, 2012 that the company recently unveiled its brand-new Design Center at the R&D campus of the Pyeongtaek Plant in Gyeonggi Province.
The Ssangyong Design Center was established along with the Central R&D Center in 1992, and then separated from the R&D Center by moving to Anseong, where its Logistics Center was located, in 2000.
The company commenced construction of the Design Center in October 2011 and it took 13 months to complete.
The company said its Design Center will enable greater interaction between the R&D team and the company, right from the new product planning stage, enabling synergies in diverse fields throughout the development process.
Spanning about 93,320 square feet and consisting of three floors above ground and one underground, the center will be home to Ssangyong’s skilled and creative designers. The center previously occupied about 65,470 square feet of land in Anseong.
The center includes highly advanced facilities such as a modeling room, design sample room, color lab, inside and outside presentation areas as a complex design studio. It will aid in the development of future models, including the XIV series which is the company’s growth driver.
The evaluation room, where the design of a new car is unveiled and evaluated, is equipped with a VR (Virtual Reality) system with the highest resolution. The company operates two separate evaluation areas - inside and outside - to ensure the highest quality when it comes to new vehicle design.
Ssangyong has adapted its unique design identity, evident in previous models including the Korando and Musso, for its next generation models. As a result of this effort, it was possible for the company to introduce the competitive SUVs in global markets such as the Korando C, Korando Sports and Rexton W based on Ssangyong’s unique product development philosophies, “Robust, Specialty, and Premium.’
Recently, the automaker has established its new design philosophy which revolves around the idea that “dynamic motion provides impression and pleasure to human being’s life in nature,” and is concentrating on the creation of Ssangyong’s own design, whose key components are ‘Nature, Human and Motion’ based on the intrinsic and strong design of SUVs.
Lee Yoo-il, CEO of Ssangyong Motor, commented, “The value of design is to deliver the company’s brand message to customers and create a distinct brand identity,” adding, “Ssangyong’s new Design Center will take a lead role in reflecting various customer needs and design trends in Ssangyong vehicles.”