Easy car original said young people's auto sports brand, many people will think of MG, it is not like other brands in the market has a diversified layout, this brand only focuses on the young people's market, the whole series of product positioning can not be separated from the "sports" label, from the benchmark Civic MG6, to the young people's first sneak tide running MG5, each model is clearly determined to be located in the young people's car, MG has become one of the most understandable young people's brands in China.
HISTORICALLY MG has always been very sporty
Before introducing the MG model, I think it is necessary to talk about the history of this brand, among the global car brands, MG is one of the few car brands with a century-old history. Its predecessor can be traced back to 1910, when the British William Morris established morris Garage Morris in Oxford, England, or MG for short, mg was just a car dealership, not a car manufacturer. Until 1920, MG changed from automobile distribution to manufacturing and research and development, and built the first MG car in the small town of Cowley, at which point MG embarked on a brilliant road of automobile research and development.
Mg's speed gene began in 1924, when MG launched the first mass production car 14/28 model, the small body size and sporty chassis tuning made it very enjoyable to drive, and it was from this model that the MG injected sports genes. In the same year, MG's first true sports car, the Old Number One, was born, and founder Cecil Kimber's enthusiasm for motorsport also led to MG's "athletic career".
Since then, MG has not stopped moving forward on the road of sports, and has produced many classic models such as M-Type, MGA, MGB, EX120, EX181 and so on. Among them, the MG EX120 equipped with the M-type Midget engine set 12 speed records in 1931; the MG EX181 adopted a waterdrop shape and a rear-drive layout, with a 290hp horsepower 1.5L supercharged engine, 100 km/h acceleration in only 0.9 seconds, the speed of more than 400 km / h, known as the "world's fastest car" at that time.
You may not know that Carroll Shelby was also a fan of MG, making his debut in May 1952 driving the MG TC and winning one race after another. It is said that it was MG Racing that strengthened SHELBY's confidence and made him ambitious in racing.
MG's most recent standout performance was at BTCC in 2012, when BTCC former touring car champion Jason Bergeron was the first to win the race. Plato won the first battle of the MG 6 GT model based on the MG 6, and in 2014 the MG won the overall Championship at the British Touring Car Race (BTCC).
It can be said that MG has been deeply rooted in the blood of chasing speed and sports passion since the birth of the brand. Starting with the Old Number One, the first sports car born in 1924, mg has set a total of 43 world speed records, a true sports brand.
Can the MG6 of the Benchmark Civic be played?
In 2007, MG was acquired by SAIC Motor group and became an independent brand of SAIC Motor Group, but MG's sports positioning has not changed, SAIC motor also intends to develop this brand in the direction of sports, coupled with the appropriate guidance of official marketing, MG6 has become a sports car in everyone's mind.
Nowadays, MG6 has developed to the third generation of models, and when it comes to the highest light of MG6, it is also the time when this generation of MG6 seconds kills the "seconds and seconds of air" Civic, and it is precisely because of this event that mg6's athletic performance has been recognized by consumers, and it is easy to see the topic of "MG6 hanging civic" on the Internet. Indeed, the MG6 has an advantage over the Civic in terms of both athletic performance and configuration.
As for the upgraded MG6 PRO, the sport attributes are even more pronounced. Not only has a sharp and dynamic appearance design, but also has a very "fierce" interior, which is equipped with a "Chinese heart" top ten engine MEGA Tech 1.5T high-power engine, the maximum power of 181Ps, the peak torque of 285N?m, the data comprehensively surpassed the opponent Civic 1.5T and Golf 1.4T. Of course, the third generation of MG6 PRO is not only an "acceleration artifact", it is also equipped with a "bending artifact" XDS cornering dynamic control system in the control, which can effectively suppress understeering when cornering at high speed, shift the center of gravity more flexibly and uniformly, and achieve the excellent performance of the front-drive car without pushing the head.
Only in terms of technology and performance, MG6 is worthy of MG's most sporty models at present, especially this series has derived MG6 XPOWER official modification products, so that consumers see more potential, MG6 has gradually begun to gradually move towards the real performance car.
What changed with the MG5, the youngster's first sneaky run?
According to data, the current post-90s/post-95 car users account for 41%, which is the most important component of the automobile consumer group. The launch of mg5 is just in line with the urgent needs of this group. At present, the market in the range of 60,000-110,000 yuan lacks such a distinctive sports car, and the price of MG5 is 67,900-9.99 million yuan, less than 70,000 yuan, so that those young people with limited economic conditions can also have a bold idea.
From the product itself, MG5 also has a good strength. In addition to the design of the brand's sports genes, in space, the body length, width and height are 4675 * 1842 * 1473mm, and the wheelbase is 2680mm, which is a more mainstream compact family car size. However, the actual rear seating experience will be more spacious, the trunk volume has reached 401L, and the rear seat supports the overall reclining, which is convenient for placing large items.
In terms of interior and technology configuration, MG5 has a stylish technology interior styling design, 12.3-inch combined LCD instrument and 10.25-inch central control large screen is the most popular configuration for young people at present, and there is also the blessing of zebra Venus system, bringing a more comprehensive experience in mobile Internet. In addition, in terms of driving assistance, mg5 has ACC adaptive cruise, including MG Pilot intelligent driving assistance system, with 360 ° panoramic image, driving recorder and other functions, can make novices more relaxed.
The power part, although positioned as an entry-level family car, but did not drag its legs in performance, mg5 equipped with a 1.5T engine, maximum horsepower 173ps, maximum torque 275N·m, matching 7-speed wet double clutch, performance can still get up to the sport level, the overall performance will definitely not let the young people who are keen to control the power disappointed.
Although positioned as a compact car, the MG5 is significantly different from those of the traditional compact car, it is more prominent, more sporty, the price is more affinity, strictly speaking, it belongs to a subdivision of the compact home car field. The emergence of mg5 is also bound to change the views of the intended users of those mainstream cars, and activate their pursuit of personality and dynamics. With the rise of more and more young consumer groups, the market segment will eventually become the mainstream market and become a new consumer trend.
Smart Sports SUV MG ZS wall blossom wall outside the incense
Although the popularity of MG ZS in China may not be as big as MG6, it is undeniable that the Chinese people's enthusiasm for SUVs has made MG ZS one of the main sales models of MG, and the cumulative sales volume in 2021 has exceeded 130,000 units, and the monthly sales have even surpassed the popular SUVs Honda Binzhi and XR-V, becoming the No.1 in the small SUV market.
In addition, this car also has a huge market overseas, in 2020, when I participated in the Dakar Rally in Jeddah, the Middle East, I could see the mg ZS figure on the street from time to time, and mg ZS in Thailand even once won the first place in the sales volume of the market segment, which can be said to be a real wall blossom inside the wall.
In addition to getting such results because of the unique young sports design of MG ZS, its comprehensive strength is also very excellent, the guidance price of 7.88-11.28 million yuan to enter the price range of home SUV, coupled with the cash subsidy given by the official, so that its lowest price directly down to 60,000 levels, becoming a high-value SUV that young people can afford.
In addition, in order to meet the experience of different drivers, the MG ZS is specially equipped with two power combinations. 1.3T twin-injection turbocharged engine and Aisin Smart Control 6AT over-the-range transmission chase performance; The 1.5L Plus+ high-performance engine and manual adsorption shift transmission strive for smoothness. Whether it's for everyday travel needs or fuel economy, mg ZS's performance is very friendly.
Whether young people like sales or not says it all
In 2021, MG sold more than 520,000 units worldwide, of which the global retail number reached 470,000 units, up 69% year-on-year, and its annual sales still hit a record high under the interference of the epidemic and lack of cores. Looking at these data alone may not feel much, but if you compare the data from five years ago, you will find that mg's growth rate is amazing.
Since being acquired by SAIC in 2007, MG has been tepid and sales have been relatively sluggish, until 2016, MG's annual sales were still only 80,000 vehicles, less than many domestic local brands. But that has changed since the launch of the new MG6 in 2017, with MG sales rising from 140,000 in 2017 to 470,000 in 2021.
Of course, the main sales actually come from overseas, since 2018 MG overseas sales rose from 70,000 to 360,000 in 2021, the data shows that in 2021, MG has ranked among the top ten single brand sales in 17 countries around the world, of which new energy models ranked fourth in the Swedish market and tenth in the Norwegian market.
There is no doubt that the success of overseas markets is the key to MG's revival. But in any case, mg's rapid growth in global sales shows that its products are recognized by young consumers in the market.
Editor's summary: MG actually has a good historical endorsement, which allows it to gain an advantage in competition with the same level of brands, as for the domestic market can not fight the overseas market, I think part of the reason may be due to the quality of the market, the domestic market competition is more intense, for now, consumers still have higher quality requirements. The early MG publicity focus has been on the sports, it is undeniable that the appropriate integration into the brand history can enhance a certain brand image, but MG wants to go up to the next level in terms of domestic sales, the quality also needs to be exerted, and it is expected that MG can bring more surprises to everyone!
(Note: Some of the pictures are from the Internet)