Ssangyong Motor under Pressure after Lee Hyori's Remarks | Be Korea-savvy

Ssangyong Motor under Pressure after Lee Hyori’s Remarks

“We haven’t received any official offer from Lee Hyori for appearing on the Tivoli commercial and we haven’t rejected the offer either. We have already finished the filming of the commercial two weeks ago. As we have to complete the filming in time for the launching on January 13, 2015, the time was too short to review [Lee's] appearance in the commercial.” 

“We are thankful for her kind offer but we have finished the filming of the commercial and she is not fit for our new crossover SUV as we will target young urban men and women as main customers.”

Ssangyong Motors in response to Lee Hyori’s remarks


Lee hyori's recent remarks about Ssangyong union issues have had powerful repercussions. (image: Christopher Peterson/Wikipedia)

Lee_ yori’s recent remarks about Ssangyong union issues have had powerful repercussions. (image: Christopher Peterson/Wikipedia)


 SEOUL, Dec 25 (Korea Bizwire) – After Lee Hyori, the singer and socialtainer, made remarks on her Twitter last week that she is willing to film for a commercial for the newly launched Tivoli for Ssangyong Motor, the company followed up by clarifying its attitude toward the issue.

Earlier on the 18th, Lee said, “I want the new car Tivoli at Ssangyong Motor to sell well next year and see the laid-off workers to be hired again. If that happens, I will dance in front of the Tivoli in bikini.” She also said in a different posting, “I will model for a Tivoli commercial for free as long as I get the job.” 

Her remarks were in response to an earlier statement of Ssangyong CEO Lee Yoo-il on December 10, “If we can sell more than 120,000 Tivolis next year, we can consider rehiring of the laid-off workers.” 

Ssangyong Motor's Tivoli

Ssangyong Motor’s Tivoli

Even though her offer of appearing on the commercial was flatly denied, her remarks have had powerful repercussions. After 12 days since some of the laid-off workers staged protest atop the high-rise chimney at the company’s Pyeongtaek plant demanding full reinstatement of the workers who were fired five years ago, the management shifted its earlier stern attitude toward a more conciliatory approach that it would start talks with the workers if they stop the protest first. It seems the Ssangyong management is fretting about worsening public opinion against it. 

According to a report by Pressian, an online media representing the view of progressives, the company’s management said on the 24th in its in-house publication, “Once the workers end their chimney protest and the company’s union, jointly with the Ssangyong chapter of the Metalworkers Union, asks for a tripartite dialogue, then we are willing to accept it.” The dramatic about-face on the part of the management is interpreted widely as signs that the company is under enormous pressure ahead of the launch of an important new car model.

By M.H. Lee (


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