Although it has been acquired by SAIC for many years, and its products have long been without the shadow of British technology, MG has always been bottomless about British ancestry. Even that year, there was a sensational "thief shouting to catch a thief" touching the porcelain Mazda's "joke". This has made people less and less fond of MG, and even many consumers have expressed disgust and rejection of the brand.
Although the MG brand was originally founded in Oxford, England, it inherits the century-old track dna. But since it was acquired by SAIC in 2007, it has become an independent brand. At present, in addition to the car logo, MG has nothing to do with the previous British brand MG. Its products have become the "hybrid" of several countries' technologies, such as the engine and gearbox using general technology, and the car and machine system comes from Ali. In this context, the hard connection between MG and "British ancestry" is undoubtedly a test of people's IQ and challenge people's bottom line.
However, in the early years, MG took British ancestry, centennial sports genes as a fool, coupled with a low-price strategy, it also had a brief glory in the domestic market. Its peak annual sales also exceeded 200,000 vehicles. However, with the improvement of consumer awareness, coupled with the decline in product quality, word of mouth has been seriously damaged, and MG's sales have begun to decline. In 2021, MG will sell only 110,000 units in the domestic market.
From the perspective of specific models, mg 6 has undergone three generations of model evolution, and finally failed to solve the problem of the transmission's sudden failure. Although the MG 6 replaced the dry dual-clutch transmission with a wet dual-clutch transmission on the third-generation model, the problem of the transmission's sudden failure still exists, and it has been widely complained about by consumers.
In addition, mg one has been listed for more than 3 months because of serious quality problems such as battery failure, audio-visual system failure, and vehicle interconnection failure, and has been subject to a large number of complaints from consumers.
Although the MG 5 has become the top pillar model of SAIC MG, its quality problems are not few. Engine shake, fault lights on, exhaust failure, transmission setbacks, abnormal noise, audio-visual system failures, etc. are all reflected in MG 5.
Quality problems continue, word of mouth gradually deteriorated, MG can only survive in the fiercely competitive car market through continuous price exploration. From the previous main model MG 7 priced at more than 150,000 yuan, to the replacement MG 6 price dropped to 100,000-150,000 yuan range, now MG's main model MG 5 can only be in the low-end market of 7-100,000 yuan. At the same time, this also means that MG has completely lost more than 100,000 yuan of the market, and can only explore to 80,000 yuan to survive in the market.
With the continuous upgrading of consumption, the upward breakthrough has the opportunity to "live" for independent brands. Great Wall, Geely and other independent brands have successfully broken through upwards. However, MG is constantly exploring, and gradually becomes a cheap low-end brand similar to Baojun and Zotye.
Perhaps realizing that it is not possible to blindly reduce prices to survive, MG has launched mg 5 Scorpio to drive the price increase and the improvement of brand tone. The price range of MG 5 is 67,900-99,900 yuan, while the price range of MG 5 Scorpio is 102,900-11.79 million yuan. However, in the case of little difference in product strength, only the length of the body has increased, the configuration has increased, the price of mg 5 Scorpio has risen by more than 10,000 yuan, and whether consumers will pay for it is still a big question mark.
As a niche brand, MG has always been obsessed with the "sport" route, which is very similar to Mazda. From MG 6, MG ZS, to MG ONE, this line of thinking has not changed for more than a decade. Maybe MG didn't expect that even Mazda, a sport that "Toei BMW" can't play, you can play a "adopted son" of SAIC Group?
In addition, mg's own vague and wavering positioning has also become a major factor that restricts its development. In the more than ten years since entering the Chinese market, MG has gone from the earliest original British style to the later "personality is not a small minority", to the "hormones" that emphasize sports, and then to today's "rejuvenation". It is difficult for consumers to wonder what kind of brand MG really is. Nowadays, most of the products in the car market are emphasizing the era of rejuvenation, and MG seems to have no independent label to talk about rejuvenation.
Write at the end
The price continues to plummet, the quality of the product continues to deteriorate, the reputation is gradually corrupted, in order to survive, can only reduce the price again, MG seems to have fallen into a vicious circle. As sales continue to decline, MG is in a precarious position in the Chinese market. Moreover, MG's current focus has gradually shifted to overseas markets, and as everyone knows, once the Chinese market is lost, MG will have no value in the future.
(This article is originally produced by Wenwu Lane New Media Studio, please indicate the source: Wenwu Lane, the author of this article: Xia Mu)