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SsangYong changes local hands
Ateco assumes control of SsangYong in Australia, but loses Citroen to Sime DarbyIt’s official: SsangYong vehicles will be distributed in Australia by Ateco Automotive from November 1, when existing importer Sime Darby relinquishes its local custodianship of South Korea’s fourth-largest auto-maker.
The widely anticipated move was formally announced today by Ateco, Australia’s largest independent automotive importer, which will relinquish its local distribution rights to Citroen after 18 years in January.
There is still no official word on which company will handle the historic French brand here but, in a move that would see Citroen and SsangYong effectively swap their Australian distributors, Sime Darby appears to be in the box seat.
Malaysia-based multi-national Sime Darby has handled the distribution of Peugeot automobiles in Australia since 2001.
Housing both French brands under one roof would make obvious sense, given that they’ve been part of the PSA Peugeot Citroën Group since 1976 and PSA recently merged its separate distribution arrangements for each brand in a number of European markets, including the UK, Germany and Italy.
Wholly owned by Australian automotive industry identity and former Sydney to Hobart yacht race winner Neville Crichton, Ateco has extensive experience in Korean brands including Kia – which it grew from 5000 to 26,000 annual sales in the early 2000s before it was handed over to factory control.
Senior Ateco executives also played extensive roles in the establishment of the Hyundai and Daewoo brands in Australia.
“I have learned over the years that timing is everything in business and I think we have timed our takeover of the brand perfectly,” said Mr Crichton. “What I see when I look at SsangYong gives me a great sense of optimism. The company is stable. The products are modern, technically sound and nowadays attractive as well.”
Ateco says it plans to almost double SsangYong sales in Australia by selling about 3000 vehicles after its first 12 months – up from 1606 in 2011, when sales were up 43.5 per cent. To August this year SsangYong has found 1233 buyers (up 22.4 per cent).
The company has confirmed it will continue to sell SsangYong’s Korando and Rexton SUVs and the Actyon utility in Australia, but appears set to discontinue the brand’s slowest selling models, the Kyron crossover and Stavic people-mover.
Citroen, meantime, has found a similar number of Australian homes so far this year, with 1168 – up almost 22 per cent on 2011 figures.
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