The auction will go ahead in Leominster, Herefordshire on June 24 and will feature SsangYong’s Kyron, Rexton and Rodius, as well as a hospitality unit with the intention of giving dealers the opportunity of finding out more about the franchise.
David Foster, dealer development manager for SsangYong distributor Koelliker UK, said: "Dealer recruitment is a priority for SsangYong, but we aren’t prepared to wait for dealers to contact us.
"We know that when dealers can see and experience the cars, they begin to appreciate the brand’s potential in their own areas. Quite simply, they realise that they can sell the range to their customers, and that kicks off meaningful talks about how SsangYong can work for them."
Foster said Brightwells was a perfect auction for SsangYong because of the amount of dealers that attend that have an inherent interest in four-wheel drive vehicles.
Brightwells Auctioneers hold their specialist 4x4 auctions every Tuesday in Leominster. There are usually 200-250 vehicles to be auctioned including on the June 24, several SsangYongs. The auction is open to the public as well as the trade which SsangYong sees as useful additional exposure to the brand.
The initiative is an extension of SsangYong’s marketing programme which takes the products to the people rather than expecting potential buyers to walk into showrooms.
Foster said: “Our involvement with Brightwells this month is just the first in a programme of events around the country designed to make it easy for potential dealers to see and experience the products and talk to us about the franchise.”
Koelliker UK is part of Gruppo Koelliker, a private Italian company that also distributes SsangYong in Italy, Austria and Hungary as well as Mitsubishi, Kia and Hyundai in Italy.