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SsangYong brand connotations under M&M's spotlight

SUV specialist brand SsangYong may be getting a new name for the future as owner Mahindra & Mahindra prepares it for the long term.

M&M president Pawan Goenka told TV station CNBC-TV18 that his group, which bought SsangYong is conducting some market research on an option to rename SsangYong in the long term to overcome its "negative connotations".

Goenka said SsangYong's chequered history includes factory strikes and poor financial performance, plus the name dates back to a business conglomerate that no longer exists and it proves difficult to pronounce and spell.

In the UK, SsangYong is looking to grow its dealer network for its four model range.

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