Mahindra to rebrand SsangYong; quotes negative connotations

Three years after acquiring South Korean automaker SsangYong, Mahindra & Mahindra is set to rebrand the company.

In an exclusive chat with CNBC-TV18, Pawan Goenka, president, M&M said the SsangYong brand has acquired some negative connotations and they are in the process of finalising a new name.

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“SsangYong came out of a business conglomerate which doesn’t exist anymore. It has a lot of negative connotations, associations also because of the history of strikes and a poor financing performance and it is a difficult name to pronounce and a difficult name to spell. Double "S" is very difficult,” said Goenka.