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MG embarks on the new adventure in core Europe with great momentum. Exclusively with electrified vehicles, good workmanship and low prices, the Chinese owners want to place four new releases on the market in 2021. For nostalgics, however, the formerly British brand will only offer reason to dream again in 2024.
In the last quarter of its almost 100-year history, the MG brand was mostly a trophy of the sad kind: British Leyland, Rover, BMW and finally the Chinese Nanjing Automobile Group - changing owners have invested two to three-digit million sums in the cult brand. There wasn't much left of it other than a lot of stress for creditors and job creation for insolvency administrators. In the mid-2000s, there was actually little more from MG than the brand logo on some special models of sister brand Rover.
Come to Europe
But Matt Lei is certain that his employer will have ended this descent in time for MG's 100th anniversary - and MG can once again play among the serious manufacturers: "We bought this brand because it is still very well known, especially in Europe is; that's a good starting point," says the European boss of the seventh largest car manufacturer SAIC from China. This year, the Shanghai native wants to hit the first pegs in core Europe.
The key to the market's open sesame are electrified models: MG now only supplies pure combustion engines in Great Britain, where the brand has never completely disappeared from the showrooms. In the EU, only plug-in hybrids and fully electric vehicles should inspire customers. Above all with two arguments: Significantly lower prices than the competition - and high-quality workmanship. Apparently, SAIC mainly learned from its partners Volkswagen and Audi. The Chinese have been putting cars on wheels together with them for some time in their home market.
No competition for premium brands
In Germany, the Chinese have been on the market for a few months with two models: the all-electric ZS EV in the B segment (from 30.420 euros) and the plug-in hybrid EHS in the compact class (from 32.312 euros). The EHS in particular shows a premium level in the interior, and MG also likes to refer to the numerous materials from German or Italian production. But Lei emphasizes: "We don't want to compete with the premium brands." First of all, it's about gaining sufficient market share with good sales. In Great Britain, the Chinese already have as many new customers as Nissan - more than one percent of the market.
To ensure that this also succeeds in Germany, the electric offensive should pick up speed in the coming weeks: In October, the first vehicles of the 4,70 meter long SUV Marvel R will be on the market. All-wheel drive with three motors, a maximum output of 288 hp, a range of more than 400 kilometers, a top speed of 200 and a cockpit design somewhere between Tesla and Audi make a strong statement. Especially with a starting price of 40.000 euros. VW or Hyundai competitors are more than 10.000 euros more expensive.
But you can often test drive them at the dealer around the corner. Matt Lei knows that too. That's why MG should be available at more than 100 sales outlets in Germany by the end of the year - half of them are already done. The presence is also important for the fourth product with which MG wants to score points in this country: the MG 5 station wagon. It is also fully electrically driven "and that gives us a unique position in the market," says Lei. The classic family station wagon still has its followers in the SUV flood; and what counts for them are facts.
E-combi with good values
Space above all: with an external length of 4,54 meters, which is still relatively compact, the trunk volume is 578 to a maximum of 1.456 liters. The lithium-ion battery is located between the front and rear axles and does not take away any variability, which is also important for craftsmen. A range of more than 400 kilometers (WLTP), 184 hp and 280 Nm of torque, quick charging of 30 minutes up to 80 percent and a trailer load of 500 kilos make the E-Kombi a family friend.
However, the very latest model from MG will not be available in Germany for the foreseeable future: the 4,57 meter long SUV One will only be available in the Chinese home market. Because the compact car with a coupe-like rear is only offered with a 181 hp turbo petrol engine - and therefore does not fit into Leis' strategy of positioning MG in the EU as a pure e-brand. However, it is not postponed: The new Sigma floor assembly of the One also offers space for a battery. In the coming years, an electric One could therefore replace the ZS EV.
MG roadster remains popular
However, another new release that is actually a must-have for fans of the "Morris Garages" should be much safer: the classic roadster. The brand finally experienced its golden age with the British production in the middle of the last century. "I was surprised how many people still have an MG roadster in the garage," says Lei.
You can look forward to 2024, when MG will launch its Cyberster concept car in the final version. Long bonnet, pointed nose, short tail and slim waist: these are the typical ingredients that have made compact MG roadsters so popular. Virtual displays, fingerprint scanners for access and, of course, the electric all-wheel drive, on the other hand, are entirely in line with Chinese standards. There is also talk of a range of 800 kilometers and three seconds from zero to 100.
It could well be something this time with the rebirth of MG. Matt Lei at least promises: "We have staying power."
