MG Motor has announced details of its new strategic brand positioning for the Middle East, celebrating the company's achievements and rich history, as it embarks on the next stage of its adventurous, technology-focused journey. By implementing this fresh new approach, the first time MG has developed a bespoke position for the Middle East, the brand is demonstrating its commitment to the region as it sets itself on a sustainable and technologically innovative course towards the future.
Through this new campaign the brand aims to connect with, empower and inspire its young and millennial customers by reflecting their active mindset. Developed following extensive research, MG’s new positioning is encapsulated by the 'Do More' tagline, which highlights how the British-born brand has been continuously pushing boundaries since its foundation in 1924.
The announcement comes just five years after MG made its return to the region, during which time the brand has made a significant impact on the car market, building on its reputation for timeless style, innovative technology and iconic designs. Last year it recorded a remarkable 72 per cent increase in sales, breaking into the GCC’s top ten of car makers for the first time.
The brand's fresh new positioning highlights how high-tech connectivity and mobility are key to providing a holistic experience, as it blazes its way into a cutting-edge, highly advanced future. This will be reflected through authentic, adventurous and bold digital content produced by MG and its current and future customers.
The ‘Do More’ campaign will reflect MG’s product line-up, which is equipped with state-of-the-art technology. New models will also go through a fundamental transformation that will help bring the brand closer towards its vision for a better connected, safer environment. The campaign will tap into the simple realities of a Millennial-driven region. It will recognize the hard work, daily grinds and breakthroughs consumers have to offer to their communities.
The new brand design began in February and will be implemented across digital, social and traditional mediums, and on both regional and local levels across the nine markets in which MG is present. This will allow MG to offer a more modern and authentic brand experience.
The brand’s new visual identity will adopt brighter colour schemes and bold, sleek lines, with mood boards that will exude dynamism, energy and fun. MG is looking to inspire millennials to bring their own unique elegance to the MG community.
Founded by William Morris and Cecil Kimbers in 1924, MG has always pursued innovation and sought to break barriers. The iconic brand was best known for its two-seat open-top sports cars, having also created the first-ever street legal and affordable sports car.
Today, MG cars are particularly renowned for their expressive design and exceptional specification levels. MG cars offer the latest smart and innovative technologies, all at highly competitive prices. In the Middle East, the brand’s current line-up consists of both sedans and SUV crossovers. The sedan range includes the Middle East’s ‘Best Sub-compact Sedan’ for 2020, the MG5, and the stylish MG6. The SUV’s include the seven-seater MG RX8 as well as the MG RX5, MG ZST, MG ZS EV and the 2020 ‘Middle East Car of the Year’, the MG HS.
With its regional head office in Dubai, United Arab Emirates, MG has recently expanded into additional markets, such as Jordan and Iraq. MG is now active in nine countries across the GCC and Middle East: Saudi Arabia, United Arab Emirates, Kuwait, Bahrain, Qatar, Oman, Lebanon, Jordan and Iraq.
Commenting on MG's new brand positioning, Tom Lee, Managing Director at MG Motor Middle East, said: “MG possesses an extremely rich history, and we are very proud of what this brand has offered and has yet to offer. The pride we take in the MG heritage will allow us to further cement its place amongst the elite group of automakers in the world.”
Lee continued: “We are confident that, through this exciting new positioning, our brand will become even more recognisable amongst our customers. MG has remarkable stories to tell, and we are determined to bring these rich stories to life through our models. We have many exciting plans, and are set on bringing back the vintage MG 2-door sports sedan as an all-electric model. We are looking forward to telling the MG story in the most unique way, allowing our customers to join us on this journey we are undertaking.”