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Actyon Sports - Positioning - (Australia)

April 18th, 2007


The new Actyon Sports is set to capture a growing sector of the ute-buying market thanks to its appeal to 'white collar tradesmen'.

Actyon Sports presents an all-new fresh face for SsangYong's commercial range with a bigger load area, more aggressive and stylish looks and the latest technology driveline.

The new Actyon Sport replaces the Musso, which has been in the market with few changes since 1995.

Actyon Sport will broaden SsangYong's market appeal, particularly compared to the Musso Sport, which was typically sold to trades-people looking for a tough, economical, simple transport.

The new Actyon Sports will only be available with turbo diesel power, in either 4x2 or 4x4 configuration.

According to SsangYong's general manager sales and marketing, Brad Larkham, the new Actyon Sports will still have appeal with traditional trades-people and dual cab buyers, but will also introduce 'white collar tradesmen' to the buyer mix.

"White collar tradesmen include engineers, surveyors and site managers, people who need a utility more for functionality than hauling tools, farm equipment or supplies that utes are traditionally used for," said Brad Larkham.

"They have a family and need the rear seat for the kids - or the workmates, and they want the car to look good," he added.

"These guys are very interested in their image and on the weekends the Sports will be a private life support system, enabling them to indulge their favourite sport or pastime, surfing, camping, trail bike riding or whatever," he said.

"Our research show that the Actyon Sports will have enormous appeal to these buyers, while continuing to attract tradesmen, farmers and other traditional ute buyers."

SsangYong carried out extensive market research, which revealed respondents believe the Actyon Sports ...

  • has a sporty appearance
  • a high build quality rating
  • is extremely well equipped
  • looks tough and rugged
  • was either Japanese or American.

The Actyon Sports will be on sale immediately and has already attracted tremendous interested generated through a variety of previews and via SsangYong's web site.

Actyon Sports Ute- 2007 Pricing (All Manual):

4x2 Standard $29,990
4x2 Limited $36,990
4x4 Standard $32,990
4x4 Limited $39,990
*Auto adds $2,000  

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