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.”