The MG brand has always been a tepid presence in China, and the models previously launched have no eye-catching performance in terms of platform or design. The MG ONE launched this time is based on SAIC's new platform architecture SIGMA, and in order to cater to the love of consumers, it has also launched two styles of appearance to choose from, namely the α model that focuses on digital intelligence sports and the β model that focuses on technology and fashion, in addition to the scientific and technological intelligent configuration. It is not difficult to see that MG ONE has made a lot of efforts to cater to domestic young consumers, and is full of sincerity. So, can these changes surprise consumers and become the explosive products of the MG brand in one fell swoop? This issue of the quality car will be interpreted in detail for you.
First, basic information and product highlights
The MG ONE is based on SAIC's latest platform architecture, SIGMA Super Matrix, and is also the first model of the platform, and the appearance design adopts the "third generation family design". Affected by the shortage of global chip supply, MG ONE only listed MG ONE-α models in the early stage, with a total of 3 versions for users to choose from, and the price range is 107,800-129,800 yuan. Another MG ONE-β has been blinded and is scheduled to be launched next year.
SIGMA platform architecture is SAIC's new intelligent global modular architecture, the integration of mechanical and intelligent two characteristics, in the intelligent architecture has an outstanding performance, relying on this platform, MG ONE is equivalent to having a super brain, can coordinate the vehicle components and functions, but also the integration of CAN FD, Gigabit Ethernet and 5G and other different network communication technologies, read data and process data capabilities more powerful and smooth. In addition, this architecture also supports the vehicle all-scenario OTA, so that the vehicle is always in the latest and strongest state. It is worth mentioning that the models created under the SIGMA platform architecture have a high-strength steel application ratio of up to 87% of the whole vehicle, and the efficiency of the riding space can reach 70%, which is a significant improvement over the past.
Another highlight of MG ONE is that it is officially named "Hardcore Immersive Smart Module". This includes a new generation of Zebra Roselle cockpit system, AI semantics, 30-inch surround triple screen, Yamaha audio, etc., the most notable of which is the 30-inch surround triple screen. The three large screens all have a certain angle in the side view, forming a polylinear layout, giving the driver a sense of surround, that is, the feeling of "immersion". Of course, this is the sensory "immersion", in practical applications, this triple screen is also quite intelligent, for example, in the face of security risks, the left screen is to display spatial relationship warning, the right screen will pop up the real scene image, other information will continue to broadcast, will not interrupt driving, but also to ensure the timely handling of unexpected situations, which is also where it is "immersed" in practical applications. In addition, it is equipped with a Qualcomm Snapdragon 8155 flagship chip, which is three times higher than the performance of the previous generation, using an 8-core 7nm process structure, a graphics GPU that is 10 times higher than the previous generation, and a new AI fusion accelerator NP.
Second, product competitiveness analysis
In the segment of the pricing range of MG ONE, there are many strong opponents, such as Haval Chitu and Changan UNI-T, which are direct competitors of MG ONE. From the appearance point of view, the three cars are the main young, fashionable route, MG ONE uses a dual appearance, named α and β, can be seen as AB side, one side is defined as sports, one side is defined as technology. This setting meets the personalized needs of many young consumers today. Changan UNI-T's sci-fi avant-garde appearance is also sought after by many young consumers, but the exaggerated front face shape is more like a pure electric model, and sometimes it is difficult to associate with a fuel vehicle. Compared with these two models, Haval Red Rabbit is actually more in line with the positioning of a city SUV, stylish and unobtrusive, but the overall design is decent and lacks highlights.
From the interior point of view, the three models are also unique, MG ONE's surround triple screen has the strongest sense of technology, although Changan UNI-T also adopts a joint screen design, but the size is relatively small, the effect will naturally be discounted. The suspension central control screen of Haval Red Rabbit is relatively traditional and also in line with the mainstream aesthetic of the moment. From the perspective of the car machine system, Changan UNI-T is equipped with the Wutong Car Connection Intelligent System, voice interaction, online WeChat, etc. can be realized, and the sense of science and technology created is also good, but because its car machine system uses the previous generation of chips, so in terms of reaction speed, it is almost meaningful than mg ONE's Qualcomm Snapdragon 8155 flagship chip.
In terms of power, all three models are equipped with 1.5T engines, but they differ in power tuning and transmission matching. The MG ONE is equipped with the same model as the MG6 PRO, which won the title of "China Heart" 2020 Top Ten Engines, SAIC's new generation MEGA Tech 1.5T high-power engine, matching the CVT gearbox developed by SAIC and Bosch, with better ride and acceleration than the other two models. Haval Chitu and Changan UNI-T are equipped with a powertrain of 1.5T engine + 7DCT, but due to different technologies, the parameter differences between the two are still there. Compared with Chitu, The Changan UNI-T's 1.5T engine is somewhat inferior in power, but the torque is slightly greater than the former.
In terms of configuration, the three models are the main route of smart home SUVs, and we have selected the top version of the three models. Overall, in terms of configuration, MG ONE does not have too obvious advantages, and the three models can be said to have their own emphases. However, in terms of luxury and comfort in the car, MG ONE is still more prominent, equipped with soundproof glass and 256 colors of interior mood lights. In addition, mg one is relatively more perfect in terms of type and number of multimedia interfaces, and the details are better than the other two models. Changan UNI-T's gesture control and motion kit are not available in the other two models. Red Rabbit is even better at safety and convenience, equipped with features such as a HUD head-up display and steering wheel shift.
Third, product quality & service trend analysis
As a new SUV model launched by the MG brand, will the MG ONE have the hidden danger of quality problems? Since the MG ONE is a brand new model, and it has just been launched, there is still no data to refer to, so we will initially predict the development trend of new car quality issues in the future by analyzing the complaints of the MG brand's SUV models in the past year.
Through the analysis of complaints about the SUV models under the MG brand in the past year, it can be found that the fault problem is mainly concentrated in the "transmission abnormal sound" and "transmission setback" failure, the transmission abnormal sound fault complaint is mainly concentrated on the 2017 MG 6, the gearbox setback is mainly concentrated in the 2018 MG 6, but the MG 6 follow-up model and other models are rarely involved. The MG ONE is the first model based on the SIGMA architecture and is equipped with the latest CVT gearbox, which is more stable than the 7-speed dry dual-clutch transmission equipped with the old MG 6. Therefore, for the time being, it can be considered that the probability of MG ONE having the above transmission failure problem is low, but the actual situation will not be conclusive until it is listed for a period of time.
With the continuous development of China's automobile market, the level of brand pre-sales/after-sales service, the quality of the purchase experience has gradually become an important factor affecting consumers' final purchase. Therefore, based on the massive big data of the vehicle quality network, we will analyze the service problems that have prevailed in brands or car series in the past year to provide a more objective reference for consumers to purchase models.
Since the MG ONE is a brand new model, there is no data to refer to at present, so we will analyze the service problem complaints of the MG brand SUV model in the past year. By screening the complaint data of MG brand models, it can be found that the number of complaints about "sales promises not being fulfilled" and "no spare parts" is relatively high. Through further analysis, it can be seen that the situation of "sales commitments are not fulfilled" is mainly concentrated on the 2020 MG 6, and the number of other complaints and problem points is relatively small and scattered.
In terms of measuring the reputation of new car after-sales service, we will analyze the response of enterprises to car owners' complaints, and relatively objectively predict the future after-sales service reputation of new cars. According to the data of the car quality network, the complaint response rate of the MG brand in the past year is 99.81%, which shows that the manufacturer attaches great importance to the demands of the car owner.
Fourth, after-sales service policy and network distribution
In terms of policy, consumers who currently plan to purchase MG ONE, before December 31, 2021, MG Live APP pays a deposit of 3,000 yuan, and before February 28, 2022, you can enjoy preferential policies such as up to 60 months 0 interest rate, replacement subsidies up to 6,000 yuan, and lifetime free basic traffic. In terms of after-sales service, MG car owners can make an appointment for maintenance on the MG Live APP and complete the service within 60 minutes. You can also make an appointment by telephone to enjoy services such as on-site repair or pick-up; senior technicians will carry out maintenance and repair operations on the spot; the service items cover 80 services such as engines, gearboxes, chassis, air conditioning appliances, safety protection, interior and exterior decorations, etc., so that users can rest assured and at ease.
After the purchase of the vehicle, it is bound to involve the daily maintenance of the vehicle, at which time the number and distribution of the brand dealer stores are very important, and even have a certain impact on whether consumers buy the brand model. According to the statistics of the car quality network, the MG brand currently has a total of 508 dealer stores in China, covering 31 provinces, autonomous regions and municipalities directly under the Central Government, of which jiangsu, Zhejiang, Henan and Guangdong have a relatively large number of dealers. Overall, MG brand dealers have a wide range of distribution, which is more convenient for later repair and maintenance.
summary
Through the above analysis, we can see that MG ONE, based on SAIC's intelligent global modular architecture SIGMA, from the design to the configuration, to the power, has a lot of breakthroughs, coupled with the sincere price, MG ONE is a very cost-effective product, the distance to become a blockbuster model is also getting bigger and bigger. However, it is regrettable that because of the shortage of chips, the β-tech fashion series will be postponed to the official release next year, and it is expected that more surprises will be brought at that time.