When we talk about century-old brands, we always habitually explore the historical and cultural values behind the brand. Automobiles, carrying the dreams and creations of human beings for a hundred years, have experienced the vicissitudes of life for a hundred years, and only a few automobile brands have witnessed the changes of the times, but the glory of the automobile industry they jointly deduce will always be remembered by everyone in the long river of history. MG brand, born in Oxford in 1924, coincides with a century-old legend, and today's MG brand is still a representative of the "young school", its dedication to sports, fashion excavation and unique aesthetic understanding have long become the representative of the British car brand. In the face of the background of the new era of automobiles, the MG brand is also pursuing a breakthrough of its own.
Launching the "Glory 100 Years" feedback activity, MG knows how to circle users
Some people describe the just-concluded 2024 Beijing Auto Show as a "feast of traffic", and compared with companies that blindly pursue traffic, the MG brand has done a lot of things in a down-to-earth manner. In 2024, the MG brand celebrates its 100th anniversary, and to commemorate this milestone moment, the MG brand is proud to announce the launch of the "Glory Centennial" giveback campaign with a series of exciting preferential policies.
Specifically, the world's first electric steel cannon MG4 EV dropped by 30,000 yuan, the high-quality trendy SUV MG ONE and the Tide Energy Players' Choice MG6 XLINE Shark Hunting Edition dropped by 20,000 yuan, and the 100th anniversary special gift of the B-class coupe MG7 in the United States was 18,000 yuan and the special gift of MG5 for the 100th anniversary was 22,000 yuan.
The release of a series of preferential policies further demonstrates the deep sincerity of the MG brand to consumers, it is worth mentioning that in the context of the EU's "anti-dumping" and "anti-subsidy" investigations against China's new energy vehicles, MG launched the "Glory Centennial" subsidy activities, on the one hand, in order to pet users, on the other hand, it is a strong response to the EU's double anti-dumping investigation, and the subsidy policy has further increased the sales price of export and domestic products. The author believes that more users will be recognized and admired by the practice of the MG brand.
When all car companies are busy transforming to electrification, and when one radical policy after another is released, the MG brand rarely "grasps with both hands, and achieves straight overtaking in both fuel vehicles and new energy tracks". As the only 100-year-old brand of the national independent brand, relying on SAIC's solid R&D, marketing and integration capabilities, MG focuses on the high-end car market and has achieved fruitful results through continuous experience accumulation.
It is undeniable that fuel vehicles are still an important track that cannot be ignored in the Chinese auto market, and the MG brand is well versed in the breakthrough of the automobile market reform, and the emergence of the high-end sequence MG black label has successfully helped the brand achieve an upward breakthrough. Taking MG7 as an example, as a representative of the rejuvenation strategy in the product matrix, the new car not only stands out in the B-class coupe market by virtue of its advantages in aesthetics, performance, intelligence and intelligent driving, but also breaks the market dominance occupied by the joint venture brand for a long time. Compared with the German and Japanese competitors of the same level, MG7 has a more elegant and pleasing coupe design, and the 2.0T+9AT power combination of "Double Ten Best Powertrain" has helped MG7 to be well received by young drivers, and more advanced technology has achieved a perfect balance between handling and comfort, so the author believes that MG7 is a product that is full of driving fun and suitable for young users, and it is also the confidence of MG brand to complete straight overtaking in the fuel vehicle market.
In the field of new energy vehicles, MG Cyberster and MG4EV respectively lead the new energy era of intelligent electric vehicles in their respective fields, with pure sports car pedigree and excellent supercar performance, MG Cyberster has ranked among the top three domestic sports car sales for five consecutive months, and MG4EV has been exported to more than 80 countries and regions around the world, and has successively won the French automobile car award "Best Electric Vehicle of the Year", the British annual car of the year "Best Model", and the German annual car of the year Best Compact Car" and other 30 overseas authoritative awards. With innovation, the MG7 has subverted the B-class family car pattern in the fuel vehicle market, while the MG Cyberster and MG4EV have shined in the new energy vehicle market through high quality.
To be a pioneer in the sea and to create high-quality global cars
When the new forces held high the banner of going overseas and shouted "speeding up globalization", the MG brand had already gained a firm foothold. In the past 2023, SAIC's overseas sales will reach 1.208 million units, and it is the only Chinese auto company with overseas sales exceeding one million units, among which the MG brand has achieved both quantity and quality, with global sales exceeding 840,000 units, and has won the overseas sales championship of China's single brand for five consecutive years, and for every 10 vehicles exported to Europe in China, 7 are MGs.
As the vanguard of SAIC's "going out", the MG brand can definitely be called the flag-bearer of the "sailing regiment", and the official emphasizes that MG's roots are in China, and China will cooperate with overseas to do a good job in global planning. As a gift of the brand's centennial, MG Cyberster's unique positioning and fashion styling have allowed it to quickly gain a firm foothold in the market, and the MG Cyberster that dares to challenge the sports car market has the strength to be on a par with Porsche products, and at the same time, 66% of luxury brand users have increased their purchases and 78% of the proportion of medium and high-end models, fully demonstrating the model proposition of "volume value is not volume price". The author understands that this year, the Cyberster will be launched in the United Kingdom, Australia, the Middle East and other markets, and in the second half of the year, there will be a pure electric SUV with MG brand characteristics on the market.
Looking forward to the future, MG will continue to rely on the form of in-depth linkage at home and abroad to build the brand into an important bridge and window for "letting the world see China". As we all know, it is not easy to go overseas, especially to sell to the European market, and it is difficult to do everything when the collision between different car culture differences is put on the same product. With 130,000 units sold overseas in 2023, the MG4 EV has been the No. 1 compact model in Europe in terms of sales.
How do MG products do this? The author believes that the most important point is the quality of large manufacturers, from the two key elements of design and R&D, SAIC has already built a set of international teams, they really know how to operate brands in different markets and cultural backgrounds, in addition, the SAIC team can efficiently meet the needs of different markets.
Nowadays, MG7 has completed the counterattack in the field of B-class cars in the domestic market, MG4 EV continues to expand its overseas market share, and one oil and one electricity have achieved straight, curve overtaking, and the two-pronged MG brand has completed the initial strategic planning. Through the "Glory 100 Years" feedback activity, the MG brand benefits Chinese users with sincere welfare prices, and expects the MG brand to further consolidate its advantages in the whole field market and create more global high-quality products.