With MG ONE, which was listed at the end of last year, within a week after the pre-sale of the Guangzhou Auto Show pre-sale, according to the official, the order volume easily exceeded 3,000 units, and according to the domestic new car traffic insurance data, MG ONE's insurance volume last year was only 1198 vehicles, and MG ONE, which was regarded as a climbing stage at the beginning of this year, was only 2558 vehicles in January, compared with CS55 plus, UNI-T and other competitors at the same level.
From this point of view, the new car effect of MG ONE is obviously not as good as expected at the beginning of the listing, and the reason for this result may also be due to the consumer's lack of understanding of the MG brand. From the product level, MG ONE gimmicky, the design level of the MG brand is good at highlighting the sense of young trend interpretation is quite in place, the explosive eye color matching, aggressive front face, extreme "out of the circle" intelligence, will be the main consumer group defined in the young people, Qualcomm Snapdragon 8155 chip is equipped, but also in this chip extreme shortage of time node, by mg official repeated chewing spit out, relatively high-level intelligent auxiliary driving function, as far as this price model is concerned, It is also one of the strongest selling points of the product.
But only three major pieces of standard, is MG so far dare not hype the product points, you know, the three generations of MG 6 7-speed wet dual-clutch transmission has been a large number of complaints from consumers, the high fuel consumption has really polished the consumer's good feelings for the MG brand, after-sales lazy handling attitude has also chilled the hearts of consumers.
The same power configuration of MG ONE, although the model is 15C4E 1.5T high-power engine, the maximum power output of 133kW, the peak torque parameter of 285 Nm, the performance of the data is good, but recall that when mg 6 was listed, MG officially respected this power system, and it was completely uninvited on MG ONE, MG also intentionally transferred product selling points, perhaps also mg is not confident in this power system, after all, in the face of a large number of quality complaints, Before there is no substantive solution to the problem, consumers can only be intentionally guided to weaken the importance of the power system in the purchase of MG ONE, and save the country with intelligence, design and even the so-called British ancestry.
MG's current problem is that the products sell well, but the quality control still needs to be improved, the so-called lack of what is deliberately showing off, in the new strategy released by MG called "Mission 100", MG said such a thing, to achieve hot sales in 100 regions around the world in the 100th year of the birth of the MG brand (that is, 2023), to achieve annual sales of 1 million vehicles, and strive for 100% user satisfaction.
100 regions, 1 million vehicles, 100% satisfaction, so formalism, idealism revealed the impracticality, really make people wonder, this in the industry knows the most "marketing" of the "foreign brand", really understand marketing?