In the Chinese auto market, MG is a small but distinctive enterprise. For a long time, its brand concept has been closely linked with product style and marketing strategy. From the Cyberster to EXE181, from partnering with Bundesliga Bayer Leverkusen to sponsoring the Goodwood Festival of Speed, the company is delivering a clear proposition. At the important moment when the brand ushered in the "100th anniversary of glory", the MG brand leadership team took the opportunity of the Beijing Auto Show to express the company's voice to us.
Shao Jingfeng, Vice President and Chief Designer of SAIC Innovation Research and Development Institute and General Manager of SAIC UK Technical Center
Lu Jiajun, General Manager of MG Brand Division of SAIC Passenger Vehicle
Shi Tianwen, Head of Product Strategy of MG Brand Division
MG EXE181是对突破速度极限的渴望
Which of the models on display at this year's Beijing Auto Show will be the fastest? I think the answer will definitely be left to MG's new electric supercar, the EXE181. In a conversation with Li Shao Jingfeng, he revealed to us that in the simulation test, the MG EXE181 reached a top speed of 415 km/h.
Since its inception, MG has been pursuing the limits of speed. This year marks the brand's 100th anniversary, and MG has recreated the EXE181 in the form of a new electric supercar, which pays tribute to the "roaring raindrops" MG EX181, the creator of the "surface speed" of mankind in the 20th century. In 1959, it reached a top speed of 410.5 km/h, a feat that was not broken by Bugatti until 2014.
"The MG EXE181 is a new challenge for us in terms of our entire three-electric technology, shape design and drag coefficient optimization. Lu Jiajun said in an interview. It is understood that the EXE181 styling design is aerodynamically oriented, using the way of opening the front cover, and the goal is to have the lowest drag coefficient in the world of 0.181Cd.
MG Cyberster
The MG Cyberster is the brand's flagship electric topper. Since its launch at the end of last year, the car has been ranked in the top 3 sports car sales for five consecutive months with cumulative sales of more than 800 units, forming the first camp in the sports car market with Porsche. MG attributes the key to Cyberster's success to in-depth market research and an accurate grasp of consumer needs.
According to Shi Tianwen, the development of the Cyberster model fully considers the cultural acceptance of different markets and the actual use scenarios of consumers. Domestic consumers may have a sense of worry and pressure when convertible, MG starts from the underlying logic of consumption, and faces those users who pursue freedom and feelings, emphasizing the brand tone of having multiple screens and technological elements, while adhering to the brand tone of driving pleasure. For overseas markets, in addition to strict quality assurance and exquisite craftsmanship, the design, driving, performance, and even price adaptability of vehicles must be in line with the trend of overseas markets.
When talking about the prospects of the domestic sports car market, Lu Jiajun said that it is incumbent on MG to develop the sports car market, he said: "According to our estimates, the domestic sports car market is about 20,000 units per year, with an average monthly sales of less than 2,000 units, and in the annual sales of 30 million Chinese cars, sports cars account for only one thousandth, and the market has not been developed." We hope that Cyberster can meet the current domestic consumers' pursuit of a better leisure life. ”
In order to achieve this goal, the MG marketing team carried out user interviews, test drives and other experiential activities, and cooperated with the art and design circles to break through the circle influence and promote the local sports car culture among a wide range of people.
"100 Years of Glory"
"Driving pleasure and design have been around for 100 years with the MG brand, and will continue to do so for the next 100 years. "MG products have always adhered to their own design style, which has both a sense of refinement and differentiation, and will not imitate some so-called hot spots that follow the trend. Lu Jiajun said.
On the occasion of the brand's 100th anniversary, MG will implement a series of initiatives to make this brand heritage more concrete, including the launch of heavyweight products, cross-border marketing, sports partnerships, and a number of celebrity product reward activities.
In terms of marketing activities, MG sponsored well-known teams such as Arsenal in the English Premier League and Bayer Leverkusen in the Bundesliga, among which Bayer Leverkusen won the first Bundesliga title in nearly 120 years. In July this year, MG will also take over from Porsche and sponsor the Goodwood Festival of Speed. In addition, a wealth of car owner activities will be carried out in China, such as MG7-based "wandering mountains and seas to find the mountain season" activity, this year will start from Guangxi, with the theme of mountains, to find the famous mountains and rivers in China.
Adhere to long-termism
Whether it is building a brand or deeply cultivating overseas markets, MG must adhere to long-termism. Shao Jingfeng believes that it is expected that MG will encounter very fierce product competition and brand competition overseas in the future, and adhering to long-termism is the key to breaking the situation.
For this, MG is ready. In addition to meeting local market trends, MG also optimizes cost control and R&D efficiency, and accelerates the launch of high-quality models to enhance its overall competitiveness. In addition, expanding talents to go overseas, bringing out domestic marketing experience, and carrying out rich marketing activities in the local area are the biggest benefits in the construction of brand long-termism.