February 04, 1998 in Social Responsibility News

SAMSUNG's First Automobile Models Named as SM525V (2.5l) and SM520 (2.0l)

SEOUL, Korea - February 4, 1998 - Samsung Motors Inc. (Vice Chairman Lee Dae-Won) announced today the name and emblem for its first automobile, with the product launch ceremony to be held on February 17th at the Shilla Hotel in Seoul. The SM520 model has an engine capacity of 2,000cc, while the SM525V has a 2,500cc size engine. The emblem symbolizing elegance and dignity would be attached to the front of the vehicle.
SM stands for Samsung Motors sedan with the 5 standing for a mid-size vehicle and the last two numbers, the engine size. The "V" means that a V6 engine powers the vehicle. Samsung is the first Korean automaker to introduce an organizational brand name system using vehicle and engine size. The organizational brand strategy maximizes the synergy effect between models and can save marketing costs compared to adopting an individual brand strategy.

Samsung Motors is to attach an emblem to highlight the car's elegance and dignity. The chrome-plated silver emblem symbolizes the encounter of customer and vehicle whereas the symmetrical design stands for safety and reliability. In addition, the company has been attentive to safety by making the emblem fold down if anything falls on the hood of the vehicle.

According to the objective "Together with the customer from brand naming to product manufacturing," Samsung held a brand name contest last March. From the total of 220,000 names, more than a thousand were related to Samsung and the organization's brand name. 80% of applicants used a theme in coining a name. 72% of the entries were English names while 53% were from residents in the Seoul metropolitan area. The fact that Samsung brand is widely recognized overseas was the reason for the car manufacturer to use its name for its first vehicle.

Recent certified tests, conducted by US-based Automotive Marketing Consultants, Inc., (AMCI) found Samsung's SM525V pre-production model to have good power, impressive handling and world-class quietness and smoothness. The company went on saying, "AMCI was impressed with SM525V's interior ergonomics and technological sophistication. The vehicle also demonstrated very good overall build quality and attention to detail."

Samsung Motors Inc. was established in 1995 with the goal of developing an improved and distinctive automobile, and improving the overall quality of Korean-made vehicles. The Samsung Group, a leading electronics, engineering and chemical manufacturer and financial services company, employs approximately 260,000 people worldwide and had 1996 revenues of US$92.7 billion.


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