SsangYong Motor has released the details of its next-generation SUV. Under the code name of KR10, it carries the Korean marque’s newly created design vision and philosophy, presenting the value and future direction of the company’s new products.

A spokesperson for SsangYong said, “The design of the new KR10 is based on SsangYong’s new design philosophy ‘Powered by Toughness’ the company is showcasing its new product identity to communicate a powerful and modern SUV while drawing on the inherited values its authentic heritage.

“Powered by Toughness is a design philosophy that emphasises the importance SsangYong places on the value of design. Along with the themes of strength and modernity it robustly under-pins its long standing ‘Korean Can Do’ message which has been central to the Korando product line over four iterations dating back to the original from 1983.

“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.”

About Ewan Kennedy

Ewan Kennedy, a long-time car enthusiast, was Technical Research Librarian with the NRMA from 1970 until 1985. He worked part-time as a freelance motoring journalist from 1977 until 1985, when he took a full-time position as Technical Editor with Modern Motor magazine. Late in 1987 he left to set up a full-time business as a freelance motoring journalist. Ewan is an associate member of the Society of Automotive Engineers - International. An economy driving expert, he set the Guinness World Record for the greatest distance travelled in a standard road vehicle on a single fuel fill. He lists his hobbies as stage acting, travelling, boating and reading.
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