2022 SsangYong ‘KR10’: Korea’s Ford Bronco Sport rival teased

Struggling South Korean car maker SsangYong has released the first teaser sketches of a new small to mid-size SUV, with chunky off-road styling that could equip it to challenge the Ford Bronco Sport and Suzuki Jimny sold here and overseas.

Codenamed ‘KR10’, the new SUV is the latest upcoming product in SsangYong’s bankruptcy turnaround plan, following the larger ‘J100’ electric mid-size SUV, and an unnamed electric ute – both teased last month.

The teaser sketches released by the South Korean marque show a rugged, off-road-focused appearance, with sharp lines, inflated wheel arches, and front-end styling cues inspired by off-road SUVs of SsangYong’s past.

Whether the chunky off-road tyres, dramatic wheel-arch extensions and large metallic skid plates are slated for production, or are merely exaggerated design sketch exercises isn’t clear.

MORE: SsangYong confirms electric ute for production, but launch timing and Australian prospects unclear

It’s also unclear how large the new KR10 is, however SsangYong’s images align the new car’s styling with the first- and second-generation Korando SUVs of the 1980s and 1990s – suggesting the new model will fall into the small or mid-size categories today.

It’s possible the model could be a more hardcore, off-road-oriented replacement for the small Tivoli and Tivoli XLV SUVs, which were introduced overseas in 2015, and would be approaching the end of their life cycles by the time the production KR10 hits the road in the coming years.

European media materials list the vehicle under the codename 'X200', rather than 'KR10' – which, according to SsangYong nomenclature, would make it a direct successor to the current Tivoli, which is known as the X100.

No details of the KR10’s mechanicals have been confirmed, though it’s likely an all-electric drivetrain could be used – given a second mid-size electric SsangYong SUV is slated to be in the works, joining the J100 announced earlier this year.

"SsangYong's future models, such as the recently-announced J100 mid-size electric model and new KR10, will be designed under the design theme of 'Powered by Toughness' and inherit the heritage of the original Korando and Musso...", reads SsangYong’s statement.

"[The brand] will also use eco-friendly powertrains, thereby responding to the biggest trend in the automotive industry which is transforming the way we drive in the future."

"We have re-interpreted our future design vision and product philosophy by drawing heavily on our heritage. With the forthcoming J100 and KR10 models, we have drawn a line in the sand in terms of design, and everything from this point forward will follow this new brand design direction," added Lee Kang, SsangYong design boss.

No dates have been given for the KR10’s launch, though expect it to launch in South Korea in 2023 or 2024, just behind the electric J100 due in 2022. Australian launches have yet to be locked in.

The new electric models headline SsangYong’s plan to steer the company out of financial woes, after declaring bankruptcy in South Korea in December 2020 – though its Australian operations were said to be unaffected.

"We are establishing a strong foothold for corporate rehabilitation through a successful M&A and putting our very best efforts into new car development by addressing the rapidly changing automotive trends," said Yong Won Chung, SsangYong Motors receiver, in June 2021.

"In addition, we are expanding the line-up of eco-cars, discovering future growth opportunities such as new business models, and preparing for renewed competitiveness."

MORE: 2021 SsangYong Korando e-Motion electric SUV revealed, Australian launch under consideration

Above: SsangYong Korando e-Motion, the brand's first electric vehicle. Top of section: SsangYong J100 sketches. Below: 2021 SsangYong Musso.

Korean courts earlier this year set a deadline of July 30 for SsangYong to find a new owner – and one could come in the form of American businessman, Duke Hale, and his automotive distribution companies HAAH Automotive Holdings and Cardinal One Motors.

Speaking to industry publication Automotive News, Hale explained how his new Cardinal One company – reportedly unrelated to the earlier HAAH business – will look to bid for the ailing SsangYong corporation.

"Cardinal One Motors has nothing to do with HAAH. It is a distinctly separate entity and it's a new entity. And that entity will be in the process of submitting a letter of intent for the acquisition of SsangYong Motors," he told the publication.

"We're positioned in Korea, where maybe if we raise money, we get some more money that would flow into the company. It's going to take a significant amount of money and a significant amount of effort.

"We did a lot of due diligence on this deal. We've had people and outside companies evaluating SsangYong since July of last year. This is not some casual interest. We've been involved for 12 months now."

Hale and Cardinal One Motors’ purchase of SsangYong would see it explore an entry into the US and Canadian markets – something the American business has tried, and failed to do with Chinese car brands.

"If we were successful in our acquisition of SsangYong globally, that obviously means we would have the [rights to] the US and Canada markets," Hale said.

"You don't have the big tariff problem [associated with importing Chinese cars to the US]. You have great relations between Korea and the US. It's a different ballgame. And Korean quality is seen by the American consumer as very good."

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