Why did MG, which can't be sold in the Chinese market, become popular overseas?

In 1924, MG was founded in Oxford, England.

2024 marks the centenary of MG. MG has changed hands several times, and after becoming a Chinese brand, it is also a century-old brand.

Although MG has become a Chinese brand, it presents two very different phenomena in the Chinese market and overseas markets.

In the Chinese market, whether it is a fuel vehicle or a new energy vehicle, MG's sales performance is not as good as that of the Roewe of the same family. Finally, there are MG6\MG7 and other small popular models, and sales will decline significantly after a year and a half of fire.

In overseas markets, MG's situation is completely different, and the MG4 EV is very popular with European consumers. For the whole of 2023, the MG4 will sell a total of 840,000 units, and 380,000 units will be sold in 16 countries and regions including Europe, Australia, and New Zealand, of which the MG4 EV will contribute 130,000 units.

Not only that, but other SAIC Motor's own brand cars will also be labeled with the MG label if they want to be sold in the European market. It's not that Chinese recognize the label, but people from other countries are the same, everyone has an obsession with the brand.

So the question is, why is MG's overseas sales far better than those in China?

The first is the "white label" mentioned above. At present, except for the MG4 EV, which has high sales overseas, SAIC's other models are sold overseas under the MG label. After all, MG, as an orthodox British brand, has a history story and brand feelings to tell. At the same time, MG's strength is also poor, it has beaten Jaguar several times on the track, and it is still a dominant sports brand, and foreigners eat this set.

The second is the strategic deployment of SAIC, and the senior management has a clear understanding of MG's brand positioning and the development of its own brand. As early as 2015, SAIC Motor had a clear plan for the MG brand. The senior management of SAIC Motor believes that it is inevitable that the leading independent brand will squeeze the market space of the joint venture brand in the development process, and the joint venture brand will do its best to compete with the independent brand in order to survive. This year's successive price cuts by Honda, Toyota, and Nissan have proven this.

In the face of what is about to happen, SAIC's strategy is that Roewe will focus on the domestic market, while MG will be focused on cultivating as a global brand.

The competition between the head independent brands and the mainstream joint venture brands has made the second- and third-tier independent brands sandwiched in the middle lose their living space, and only by "going out" can there be a glimmer of life. MG already has a strong mass base abroad, and SAIC Motor's overseas time is one step ahead of other brands. The combination of the three, MG occupies the right time, place, and people, and its overseas sales will naturally be high.

Finally, MG's models have a high cost performance in overseas markets, from price to product positioning, they can better meet the needs of overseas users.

For example, MG4 EV, its guide price in China is 139,800-186,800 yuan, because this price just overlaps with Yuan PLUS, Aion Y and other cars, so its influence and sales in the domestic new energy vehicle market are actually average, but fortunately, in the European market to MG has a long face.

In fact, this is also due to its rear-mounted rear-wheel drive drive, which gives it excellent handling, and the rear five-link independent suspension is considered the ceiling in the early 100,000 pure electric vehicles, so from the driver's point of view, it is indeed a very good pure electric vehicle.

All in all, the centennial MG represents the Chinese brand in the overseas market, which has the strong product strength given to it by the Chinese automobile industry, and the unique charm of the century-old brand. In 2024, I believe that the centennial MG will bring you new surprises in terms of models and brand strategy. (Text/Youshi Auto forward)

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