Recall whether the colors on China's roads ten years ago are always inseparable from the three mainstream colors of black, white and silver. In those years of China's auto market, "moving closer to the mainstream" became the default choice for the vast majority of consumers, and everywhere they looked was monotonous and conservative.
But as the younger generation moves to the center of the stage of the consumer market, the colorful road scenery is starting from the big city and developing step by step towards the individualization of the whole people. Consumers have never been like this, and the requirements for paint color have gradually extended from the later color change film to the deep customization at the production end. And when the luxury car-level paint process and a variety of choices began to land on the 100,000-level SUV, in addition to lamenting that the automobile market "rolled" out of the sky, you may wish to see what doorway is behind this color.
MG？ The old "lustful" is gone
From Britain to China, MG's century-old history has staged a century drama about speed, elegance, personality and closeness to the people for car lovers around the world, often relying on small and broad counterattack dramas to pick down powerful opponents on the track and bring sports driving fun to the people on the highway.
Such a legendary car brand, when it came to China in 2007, naturally would not be willing to be lost in the huge market increment. From the very elegant MG7 to the MG3SW that set off a cross-border wave; from the MG6 that boldly adopts the hatchback shape, to the MG3 that debuted as a "global boutique car", in the first ten years of entering the Chinese market, in addition to bringing people a distinctive British temperament, the bold gameplay in color has allowed young people who pursue fashion to appreciate the personalized eye-catching.
Entering 2016, the golden development period belonging to Chinese brands has officially arrived, and the wave of high-quality models impacting the mid-to-high-end market has been wave after wave. The SHIFT TO MG under the leadership of Chinese designers has also ushered in a retroactive counterattack in the Chinese market. The launch of a new generation of products such as MG6, MG ZS, MG HS, etc., not only strengthens the British characteristics and personalized attributes, but also plays the color offensive to the fullest.
MG, which has been working on this for five years, handed over a good answer sheet in 2021 - the total number of global retail sales reached 471992 vehicles, an increase of 69.0% year-on-year; domestic sales increased by 56.9%, and the cumulative number of compulsory traffic insurance ranked first in the growth of large-scale brand fuel vehicles; the overall overseas sales volume increased by 76.9% year-on-year, continuing to maintain the position of China's single brand overseas sales champion since 2019, ranking among the top ten single brand sales in 17 countries around the world, and continuing to maintain a leading position in the European market.
Also in this year, MG officially put category innovation on the agenda, such as the legal modification of MG6 XPOWER, the CREATION OF A NEW DESIGN LANGUAGE OF MG5, AND THE MG PILOT TO THE HIGH-END IMPACT, ALL OF WHICH HAVE BECOME THE TRANSFORMATION MASTERPIECES THAT BREAK THROUGH THE BOUNDARIES. In particular, mg6 XPOWER's original gradient paint is the first to break through the large-scale mass production difficulties from customized luxury cars to the affordable market, and make it a reality to legally go on the road in China.
In addition to the "one car and two-sided" design scheme that is rare in the car circle, MG ONE, which represents the technology and fashion series, β, and the matte paint that is still in the exploration stage of luxury brands is strongly decentralized, bringing new color options to the personality worship of young people.
The light of the wilderness hunter was so green that the opponent's heart panicked
If you know something about MG ONE, you will know that the β series will be listed later than the α series, and the reason for this is that in addition to solving the problem of chip shortage, it is largely necessary to explore another mass production difficulty - the scale of matte paint.
The Wilden Hunter Green, dedicated to mg one β series, is inspired by MG's insight into the preferences of young consumers. In the survey, they found that many young people today have a fondness for battlefield games that emphasize stimulating graphics and brain-burning games, and as a protective color for preserving themselves in the hidden jungle, dark green car paint represents silent lurking and surprise.
In addition, if you know anything about the art of car color, you will know that there is a car paint color that even represents a country's car culture - British Racing Green. Especially in the car play circle on the Internet, British Racing Green can compete with a number of classic sponsors, after all, it carries the fanatical exploration and long heritage of many British car pioneers, including MG, for speed and passion.
Specifically in MG ONE, this paint color that carries sports and personality not only has the cultural attributes behind it, but also overcomes a series of related technical problems. On the basis of the conventional car paint process, MG adopts the PPG water melt paint system, improves the light refraction effect of the color paint particles, and adds special metal aluminum powder to achieve the visual texture of matte metal paint.
MG One Matte coatings, provided by PPG, the world's top car suppliers, not only use unique color paint particles to enhance the direction of the effect pigment, enhance the texture of the overall color and brightness changes at different angles, but also undergo a series of complex tests such as natural aging and accelerated aging, and strive to ensure that this new type of car paint has the durability of traditional car paint.
Of course, the paint itself is only one of the "roadblocks" that hinder the mass production of matte bodies, and the other is hidden in the production line, which puts forward higher requirements for the spraying process. According to the observation of MG's official designers, the introduction of matte car paint needs to be re-calibrated for the spray film thickness, temperature, air output, time and other parameters, and relying only on the high-quality products of the PPG side is not enough to ensure the quality of output.
For young people, the personality of color is not limited to the "leather bag" outside the car, and the color matching of the MG ONE interior can also echo it. Bright green can be seen everywhere in door panels, seats, seat belts, seams, etc., making the atmospheric resonance brought by wilderness hunters not only stop at getting passers-by's return rate, but also bring a variety of personalized experiences.
In addition, in order to deal with such relatively niche car paint after-sales problems, 313 MG franchise stores across the country have launched a worry-free paint supplement guarantee, if you can control the maintenance costs caused by scratching in the later stage, I believe that more and more young people will use money to vote for personality.
Write at the end:
Now in the automotive market, the author finds that the choice of young people has jumped out of the mainstream of following and recognizing, but more pursuit of relying on personality to highlight their own taste, and then get the recognition of others. Such a change of thinking has undoubtedly allowed young brands such as MG to seize more trend opportunities, use their historical heritage and enterprising innovation, and fill in their own unique annotations for the fashion frontier of each era.
The advent of MG ONE β Wilderness Hunter Green Car Paint is not limited to providing consumers with a more personalized color, and is more courageous to highlight the advanced exploration of youthful aesthetics. The original matte paint makes many people worry about the road filing problem to solve, the official after-sales also further solves the worries, as for how much attention can be paid to the end, and how much actual sales growth can be converted, I am afraid that I still need to sit back and watch the manufacturer put on what kind of price tag it is.
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