The MG Motor stand at the 2024 Geneva Motor Show.
The arrival of Chinese manufacturers on the European market has caused a lot of discussion. It must be said that certain brands manage to offer successful cars at prices well below those charged by historic manufacturers. However, to succeed in Europe, they will need to develop a solid distribution network, but build notoriety and a brand image.
It is perhaps thanks to its English origins that MG Motor is for the moment the only Chinese brand – if we consider it as such – to have managed to really establish itself in Europe compared to models from traditional manufacturers. MG, which now belongs to the Chinese group SAIC Motor, has struck a major blow with accessible electric models, such as the ZS EV SUV and the MG4 compact sedan, stamped with a logo already known in Europe.
The manufacturer also offers gasoline, hybrid and plug-in hybrid models. MG manages in certain segments to display prices worthy of Dacia, even if the brand does not position itself as a low-cost manufacturer. Its production is closer to general brands and MG does not hesitate to expand its range with more expensive cars, as we have already seen with the Marvel R electric SUV.
What strategy for MG in Europe?
On its stand at the 2024 Geneva Motor Show, MG presented the world premiere of its MG3 hybrid city car, perfectly designed for Europe. However, only one example of the model was present, while Renault had brought no less than five R5 E-Tech, for example. MG preferred to show the public many other models, such as the MG7, MG9 EV and MG S9 EV, for which no marketing in Europe has been announced. It was even a world premiere for the MG9 EV and MG S9 EV, the location chosen for their presentation being surprising.
For MG, this could be a way to observe the reactions of the European public to these more upscale models. The MG7 is a 4.88 m long sedan, a length equivalent to that of a Skoda Superb (4.91 m long) for example. It is already marketed in China, where it is equipped with gasoline engines without hybridization, which would have difficulty attracting customers here, both because of their consumption and their taxation.
The MG9 EV is an even larger 100% electric sedan. It measures 5 m long, which places it opposite a Tesla Model S (4.97 m long), for example. Its style is quite different from other MG models, and for good reason, it is in reality a rebadged Rising Auto F7.
The MG9 EV electric sedan.
The MG S9 EV SUV is derived from the Rising Auto R7, still 100% electric. It measures 4.9 m long, halfway between a Tesla Model Y (4.75 m long) and a Model X (5.04 m long).
The MG S9 EV electric SUV.
If they were to be marketed in Europe, these models would coexist with those of IM Motors, a brand co-founded by SAIC, the Alibaba group and Zhangjiang Hi-Tech. Its high-end electric cars were also presented in Europe at the 2024 Geneva Motor Show… on the MG stand, a stone’s throw from the MG9 EV and MG S9 EV.
Finally, the MG Cyberster electric roadster is well planned for Europe – it should be marketed in France in particular – where it will reconnect with the brand image of the late Morris Garages.
The MG Cyberster electric roadster.
Positioning, design, engines: there is something for everyone at MG
Far from seeking to give consistency to the range of its different brands, SAIC therefore prefers to flood the market with numerous models. MG’s current range is already very eclectic, especially considering that some models were originally sold under another brand, but it includes several very interesting cars, such as the MG4 with its ultra-aggressive prices.
Chinese electric cars, on the other hand, are in the crosshairs of the European Commission. All models arriving in Europe since March 7, 2024 may be subject to specific and retroactive taxation, aimed at compensating for subsidies granted by China to advantage its cars over competition, particularly from Europe.