Koelliker takes over UK distribution from SYUK, which went into administration at the end of 2007, and is planning an immediate relaunch of the specialist 4X4 South Korean brand.

SsangYong sales plummet in the year to November by 32 per cent to just 1,299 units.

Williams joins Koelliker from a 12 month consultancy role with Landwind Europe, where he worked on the Chinese brand's pending continental launch. He briefed the 60-strong SsangYong dealer network before Christmas and is planning a recruitment drive to bring the headcount up to 100 sites by the end of this year. Although virtually unknown here Koelliker is a significant independent car importer in Europe. Based in Milan it imports and distributes SsangYong, Kia, Hyundai and Mitsubishi in Italy. It also represents SsangYong in Austria and Hungary. The new operation has already acquired some assets from the defunct SYUK including its head office in Fleet, Hampshire, vehicle stock and its parts centre in Luton. Williams said the new company would keep “as many staff as possible”.

Talking exclusively to Motor Trader last month, Williams confirmed that an immediate priority will be to rebuild the dealer network. “Initially we need to inject stability and confidence in the network. Dealer morale is probably at rock bottom, so the first task is to tell the dealers what KUK is doing and give them the confidence to back the brand,” said Williams. He is also planning to reposition the model range and improve dealer profitability. Williams, who helped relaunch Kia in the UK after the factory took over distribution in 2002, said an immediate goal will be to more than double volumes to 3,000 units this year, rising to 5,000 to 6,000 over the following years. He also confirmed that Koelliker is planning to bring other brands to the UK. “This is a bridgehead for other brands – some of which could be Chinese,” he said.