Photos: Ray Ally
On a recent trip back to Beijing, I saw the newly launched China made MG6. It’s the brands first all new car design in 15 years and the first since MG was sold to Nanjing Automobile in 2005. Then in 2007 Nanjing Automobiles were bought by SAIC, which is now the third largest of China’s ‘big five’ automakers.
The original MG two-door sports car was a quintessential British brand. It is still loved by car enthusiasts around the world, including my brother. He has an original 1970’s MG, but with a wife and three kids, it’s been a while since he last drove it. I suppose the brand is now aimed at people like him. Those that want the thrill of the brand, but for practical family reasons can’t drive a two seater.
On first appearance this new sports hatchback looked stylish and quite striking. With flared arches and aggressive detailing it certainly looked modern and stylish, though I have no idea how it drives. However, it was the orangey gold colour that first caught my attention. Not that I like it, but it will certainly stand out in the sea of silver cars, which is the most popular car colour in China.
The new car was also sporting the new MG logo, which has been redesigned and appears in chrome. The brand also has a new corporate identity and uses the name Morris Garages in all its communication. The name Morris links back the founder of the company William Morris, and name of his first dealership.
Using this name will have little relevance to Chinese consumers, except to position the brand as English heritage and therefore more premium. However, I don’t expect they will use this name in the UK, where the word ‘garages’ has a more downmarket association.
This morning I saw the new MG6 television commercial, which was playing on the TV screens in my office lift lobby. The ad is shot in a ‘James Bond style’ with exotic location, sexy girl and fast paced action. It is a bit over the top, but this style often works well in China and is certainly memorable. I think it is suppose to reflect the brands historical routes, of being known for its sports car heritage.
Though it’s not an Aston Martin I guess the brand will appeal to those people who wish they were like James Bond. But with a family and kids it’s probably the closest they will ever get. And if it drives as fast as it looks, they wont be disappointed.
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I use to have a MGB GT which was a great little car. MG has always been known for its sports cars so not sure if this
family car concept will work.
Hi Ray, enjoyed this post. I have a poster of the new MG6 in the lift of my apartment, I was surprised to see the the use of ‘Morris Garages’ in the logo. I think this car looks very slick and I really like the design (though the colour is perhaps a bit too loud for my personal taste!). This all reminds me a bit of the redesign of Rover, the other former English brand owned by SAIC. The Rover logo was also redesigned, though the advertising was more likely to evoke Jane Austen than James Bond!
I’m wondering where this racy looking car will position itself, as cars like the Beetle and Mini already cater to the ‘upwardly stylish & independent’ mob. The design of the MG6 is certainly more exciting than the usually sombre family cars in China, so perhaps the more ‘adventurous family car owner’ segment is about to take off. I don’t know how it is priced, but it will interesting to see how the MG6 sells in China and Britain respectively.