To say that the master of the design level of the independent field, in any case, must be counted as mg, as the most thorough and resolute brand of the young route, and regardless of the essence of the mg model control, as far as the design level is concerned, mg is based on the aesthetics of young people, and its models are designed to be outstanding.
Last year, MG delivered an outstanding performance of 310,000 vehicles, achieving a 21% year-on-year increase in annual sales, so at the beginning of this year, MG was full of confidence, setting an annual sales target of 500,000 vehicles for 2021, and also released the Mission 100 plan. MG hopes to base itself on the premise of the domestic market, and by 2023, it will achieve annual sales of 1 million vehicles in 100 regions around the world, and user satisfaction will reach 100%.
So, the year is approaching, let's see, how much mg's goal has been accomplished?
In October, MG handed over the answer sheet of 56,700 vehicles sold worldwide, but did not announce domestic sales, but officials said that from January to October, MG's cumulative domestic retail sales achieved a year-on-year increase of 61.3%. Therefore, based on the sales volume of 198,000 units in the same period last year, mg's cumulative sales from January to October this year were 319,300 units. Obviously, the gap between the target of 500,000 vehicles is not small.
Although this year can not complete the year-end target, but to achieve a substantial year-on-year rise has been nailed, from this point of view, MG this year still shows a good upward trend, just to say that the sales performance is worth affirming, but in the sales growth of the good, there are still some problems that appear, worthy of MG attention.
The most important problem, MG inadvertently embarked on the road of low-price exchange, according to the latest MG November sales data, MG 5 was placed in the most prominent position, this new car that was officially listed in early November, the first month of listing obtained 8691 sales results, at the same time, another compact SUV new MG pilot, also in November to attack nearly 9000 vehicles, and the specific sales of other models have not been announced, especially its main compact MG 6, through calculations, The proportion of sales is probably not ideal.
When a model with a price range of 6.79-10.49 million yuan dominates the sales, MG's brand height construction may encounter some difficulties, after all, in this era of brand pursuit, low-cost models are selling hot and the trend of consumption upgrading is contrary to the trend of consumption upgrading, which is tantamount to killing chickens and eggs, and the difficulty of MG wants to re-compete for the market of more than 150,000 in the future.
In addition to the hidden problem of the high proportion of low-end model sales, at the product level, MG's product performance has gradually produced a visible gap with the essence of rejuvenation, nominally flaunting the mg of the sports brand, and a number of new products have a mediocre performance in performance, although the design is flamboyant, but it is not worthy of the name, which has also become the ordinary spit point of the current MG brand.
Third, the current product composition of MG is somewhat complicated, but from the naming point of view, there is some redundancy, there is a combination of MG + numbers, there are pure Chinese names such as MG Pilot, consumers who do not understand the brand, may be somewhat confused, therefore, the current naming, in fact, is not as clear as the previous car using numbers, SUV using English letters.
Finally, a little spit on mg's current propaganda offensive, the so-called British blood, in the years of development has long been worn out, but obviously, MG official does not want to completely and the so-called British noble bloodline completely stripped, more or less want to benefit from it, although the marketing is high-profile, but in fact more or less revealed some of the taste of climbing the dragon and phoenix, as everyone knows, the national tide at the moment, the independent identity has been able to attract a lot of consumption, but mg seems to abandon it, privately, it is a pity.