"Emphasis has been placed on individuality and style. We will secure marketability to target younger consumers.”
Ssangyong Motor’s Tivoli has been attracting a high level of interest as the ‘hottest new car of the year’ since even before its launch. Each time some of its specifications were disclosed, such as exterior image and interior design, Tivoli climbed to higher positions in web portals’ real-time keyword search rankings.
In the beginning, Ssangyong Motor drew attention with a 1600cc SUV model, the fastest growing model in Korea. However, the level of interest in Tivoli has grown even more since its price disclosure. This is because Ssangyong Motor kept the promise to increase price competitiveness so as to stand shoulder to shoulder with its competitor QM3 from Renault Samsung Motors.
Tivoli is priced between KRW 17 million – 23 million based on the automatic transmission model. It can sufficiently stand up against QM3, a most popular model in the same class that is sold between KRW 22 million – 24 million. Considering that the price of a key Avante trim is around KRW 17 million – 20 million, Tivoli is expected to be popular among young consumers wishing to buy a SUV as their first car.
Ssangyong Motor is concentrating its competencies on both the vehicle development and marketing because Tivoli holds symbolic significance as a strategic model released after four years since Korando C in 2011 with a development period as long as three years.
Applied with ‘six-color cluster’ that allows the driver to change the color of dashboard according to their taste, this model is mounted with ‘Sporty D-cut’ wheel, which is mainly used in sports cars. This is the company’s strategy to satisfy the needs of younger consumers. The marketing slogan has also been set as ‘My First SUV.’ Tivoli’s official release date has been set as the 13th.
“Tivoli is a strategic model to target not only the domestic market, but also the B segment SUV market, which is drawing attention across the world,” said a Ssangyong Motor source. He explained, “We have secured marketability to target younger generations by placing an emphasis on individuality and style.”