MG Brand Overseas Expansion Analysis Report: Success Factors Behind Automotive Brand Globalization

Outstanding Chinese Brands Going Global

xinsoucomcn
3 7 月, 2024
5 Min Read

Event Overview

MG (Morris Garages), a standout among Chinese self-developed brands, has made significant strides in global markets. Part of SAIC Motor Corporation, MG has become the first Chinese brand to achieve over 10,000 monthly sales of pure electric vehicles overseas, underscoring its competitive edge in the international arena. This report delves into MG’s sales performance in key markets such as the UK, Germany, France, Sweden, and Norway, and outlines the critical factors behind its success.

Sales Performance Overview

UK Market

MG’s pure electric vehicle sales reached 4,366 units. The MG4 EV achieved sales of 2,994 units, ranking second in the best-selling list, while the MG ZS sold 1,128 units.
In comparison, Great Wall’s Ora sold 209 units and BYD sold 198 units.

German Market

MG’s pure electric vehicle sales amounted to 711 units. The MG4 EV sold 539 units, placing it in the top 20.
Other Chinese brands saw Great Wall selling 329 units, BYD 196 units, and NIO 77 units.

French Market

MG4 EV achieved 1,945 units in sales, ranking fifth, with MG ZS selling 585 units, ranking tenth.
Other Chinese brands did not make it to the ranking list this time.

Swedish Market

MG’s pure electric vehicle sales totaled 1,275 units, placing the brand third overall.
Specifically, the MG4 EV sold 451 units, ranking sixth, and the MG ZS sold 299 units.
Among other Chinese brands, BYD sold 603 units, Great Wall’s Ora sold 100 units, and NIO sold 11 units.

Norwegian Market

MG’s pure electric vehicle sales reached 365 units, with the brand ranked eighth overall.
The MG4 EV sold 134 units, while the MG ZS sold 153 units.
Other Chinese brands included BYD selling 70 units, XPeng 18 units, and NIO 64 units.

Success Factors of MG

1. Outstanding Product Strength

MG has garnered significant recognition for its high-quality offerings. At the end of 2019, the MG HS and the pure electric MG EZS received five-star safety ratings in both Europe and Australia, making them the first Chinese cars to attain this level of certification. The “Safety Fast” philosophy of MG is further demonstrated by meeting strict European standards such as REACH, E-MARK, and ECE R100, ensuring top-level quality and safety for global drivers.

2. Strong Brand Appeal

As a century-old brand, MG has a deep-rooted appeal and significant recognition in international markets. According to SAIC Motor Passenger Vehicle Company Vice General Manager Yu Jingmin, MG’s brand itself resonates with consumers globally, enjoying psychological closeness and acceptance, which has facilitated its overseas expansion and consumer trust.

3. Comprehensive Systemic Output

MG has a clear path for international growth, emphasizing not only self-research and manufacturing but also strategic global presence. SAIC has established vehicle manufacturing bases in Thailand, Indonesia, and India, with 95 overseas parts bases and 12 regional marketing service centers covering Europe, South America, the Middle East, North Africa, Australia, New Zealand, and ASEAN regions. This extensive and systemic layout ensures MG can provide the highest quality and best experiences worldwide.

4. Rapid Market Feedback

MG’s rapid success in overseas markets is also driven by immediate positive market and consumer feedback. The MG EZS has quickly become one of the best-selling electric vehicles in countries such as the UK, the Netherlands, Norway, and Singapore. German automotive magazine “auto motor und sport” rated the MG EZS highly, noting it was nearly on par with Volkswagen.

Summary and Recommendations

MG’s success in global markets can be attributed to its outstanding product strength, strong brand appeal, and comprehensive global layout. Moving forward, MG should continue to solidify its strengths, further expand into international markets, especially in the Middle East, Australia, New Zealand, and Southeast Asia, and drive innovation and precise marketing efforts to enhance its global influence.

Conclusion

MG’s success story offers valuable insights and lessons, demonstrating the significant potential of Chinese self-developed brands in international markets. For other enterprises aspiring to expand globally, MG’s strategies and practices provide a rich resource for study and emulation.

This analysis report aims to provide corporate communication managers and those with public relations needs a comprehensive understanding of MG’s brand and market activities. By leveraging insights from MG’s overseas business surge and marketing strategies, brands can achieve substantial growth and establish prominent positions in the global market.