[Pacific Automobile Network Industry Channel] In recent years, the main brands have developed rapidly, and their sales share and brand image in the domestic market have increased significantly. While the domestic brands are booming in China, their actions in overseas markets have also quietly improved. In 2021, my country's complete vehicle export volume exceeded 2 million for the first time, including many of which the huge contributions of foreign brands such as Tesla , but the export of independent brands also contributed to the foreign exports. Just a few days ago, after Great Wall Motor announced that the group's export sales exceeded one million. On July 13, a brand new MGZS sports version was privately produced in the body workshop of SAIC Zhengzhou Factory No. 2, which is the 1 millionth new car that MG will be sold overseas. As a result, MG MG has become the first independent brand with a single brand overseas sales of over one million.
has gone from 60 vehicles to over one million. MG MG's way to go overseas
has first proposed the slogan of "China's first international brand" in 2007, and to the first batch of 60 new cars sold overseas. Now its products are sold to 84 countries and regions around the world, covering 6 continents around the world. The MG MG brand's internationalization path has shown great power. Data shows that SAIC Group's overseas market sales reached 86,000 units in May, increased by 297% year-on-year; the cumulative sales from January to May this year were close to 300,000 units.
, Secretary of the Party Committee and Deputy General Manager of SAIC International, Zhao Aimin said: "From the first batch of 60 vehicles to the current 1 million vehicles, we have experienced a lot. Especially in the past ten years, we have experienced very rapid growth. We did not think of such growth at the beginning, but SAIC Group firmly believes that China's manufacturing will definitely go global in the future, and we finally strive to achieve such good results. In fact, the early days of more than 10,000 to 50,000 vehicles, this climb was quite difficult. It basically doubled in 2018, 2019 and 2020. Last year, it achieved a total of 360,000 vehicles sold overseas throughout the year, and this year it is expected to reach about 600,000 vehicles."
MG comes from the UK and has its own British genes. This has undoubtedly helped MG MG to gain a foothold in the overseas market faster. In the early days of going overseas, MG MG also showed some of MG's previous British designs to foreign consumers. However, with the rise of main brands in recent years, Chinese companies are increasingly synchronizing with the world, and Chinese companies are becoming more and more confident. In recent years, MG MG has shown more of a global brand in terms of brand tone and publicity, and British descent is no longer the main label of MG MG.
Take the MG ZS, which became popular in the foreign market as an example. This model that was put into production in 2017 comes from three design centers around the world, including the Chinese team and the British team, which not only considers the use scenarios of the domestic market, but also has a relatively consistent view of the consumption concepts of European and even global users, and is very suitable for the mainstream car use concepts in the overseas market. In 2021, MG MG sold a total of 364,032 vehicles overseas throughout the year, becoming the first in export sales of Chinese automobile brands in the year. Among them, MG ZS became the sales champion of China's single export vehicle in 2021 with the good results of 151,671 vehicles sold overseas throughout the year.
In May this year, MG ZS won the first place in the SUV segment in Australia, Chile and other countries. At the same time, the MG MG brand ranked among the top 10 single brands in Australia, New Zealand , Saudi , Qatar and other countries in the first quarter of this year. Over the years, MG has continuously refreshed global sales data, setting a record of "the overseas sales champion of China's single brand" for three consecutive years.
SAIC Group's overseas layout
Behind the steadily rising sales, there are SAIC's leading technology "new four modernizations", all-round linkage between multiple design centers around the world and global industrial chain supply. SAIC Group actively promotes global business layout, establishing three overseas production and manufacturing bases in Thailand, Indonesia and India, and a KD factory located in Pakistan .Three innovation and R&D centers have been established in Silicon Valley , Tel Aviv and London, and multiple regional marketing service centers have been established in Europe, South America, Middle East , North Africa , ANZ and 1 ASEAN , and more than 1,800 overseas marketing service outlets have been established, and six "50,000-level" overseas markets have been established in Europe, ASEAN, ANZ, South Asia, America and the Middle East. In addition, SAIC Anji Logistics has opened 4 own international shipping routes, and SAIC's Huayu Parts also has 101 bases overseas.
At the same time, SAIC Group's huge overseas layout has also allowed MG MG to gradually build a huge localized sales network in the overseas market, which has far-reaching significance for independent brands to gain a foothold in the overseas market. As a result, MG MG brings higher quality services to all parts of the world, and combines local innovative marketing models to become a "trend brand" in the eyes of overseas consumers.
Currently, MG MG has four major bases: Shanghai Lingang Base, Nanjing Base, Zhengzhou Base and Ningde Base. Each base has exported models. For example, global models such as MG MULAN, MG HS, and MG5 are produced in Ningde Base. As for the main production base of MG ZS, which is popular overseas, the main production base of MG ZS, which is popular overseas, there are nearly 200,000 sets of MG ZS plus pure electric MG EZS vehicle plus production kits in 2022. This figure was 120,000 sets last year, and only 60,000 sets the year before, and the plan is to increase to 300,000 sets in 2023. Since 2018, 2019 and 2020, MG MG's export volume has basically doubled. In 2021, a total of 360,000 vehicles have been sold overseas in total, and in 2022 it is expected to reach about 600,000 vehicles.
In the Zhengzhou base, the largest manufacturing base of SAIC Passenger Vehicles, not only has advanced production processes and an annual production capacity of 600,000 yuan, but also absorbs a large number of talents. Many people in the management team have had a lot of experience in the group's overseas work, and have participated in and presided over the construction, planning, production operation of Thailand factories, as well as the planning, construction and operation of the UK factories before. This foundation has also laid a more solid foundation for MG MG to export overseas market.
MG MG's reserve army for overseas
On July 13, at the 1 millionth overall vehicle discharge ceremony for MG MG's overseas sales, the new MG ZS was also unveiled and launched. The new MG ZS has launched a total of 4 models, with a price range of 85,800-99,800 yuan. Among them, the sports version of the MG ZS family also made its debut. The new car has added more sporty designs based on the new MG ZS (inquiry on the lowest price | check the matching), making the whole vehicle's style younger. The blue MG ZS sports model that debuted on the spot is the 1 millionth complete vehicle sold by MG MG overseas, which is quite memorable.
In addition, the recently released MG MULAN model is a pure electric model built on the exclusive architecture of electric vehicles. It is also a brand new model of that has global considerations in the design process of product . The official said that in the early stage, he invested billions of dollars and developed a brand new battery cell, architecture, etc. to use it on the global model MG MULAN. Currently, MG MULAN is conducting road tests in Europe and will be launched in various markets around the world, including the European market.
MG MULAN appearance adopts a brand new design style, and the overall look is more sporty. Specifically, the car is equipped with a narrow and sharp headlight group, and a three-stage air intake below, which is extremely aggressive. Of course, the slightly shovel-shaped front lip also enhances the dynamic atmosphere of the car. The side is crossover shape, and the floating roof and petal-shaped rims add a sense of fashion to the new car. The rear shape of the new car is simple, and the Y-shaped taillights gather with the central LOGO, which is highly recognizable. At the same time, the car is also equipped with a large-size spoiler and a bottom diffuser, which has a strong sporty atmosphere. In terms of body size, the new car has a length, width and height of 4287/1836/1516mm, and a wheelbase of 2705mm. In terms of interior, MG MULAN is equipped with a full LCD instrument panel and a suspended central control large screen, and a knob-type gear shifting mechanism. The location of the secondary dashboard is not connected to the armrest box, which is conducive to improving space utilization. MULAN pays tribute to the red and white machine in the color scheme, bringing a visual impact effect with memories of the same year. In terms of details, the new car also adopts a string-element air conditioning air outlet design, and is paired with a knob-type gear shift lever, which significantly improves the texture.
power, the new car is equipped with a driving motor with a maximum power of 150kW, the dual-motor four-wheel drive model system has a maximum power of 330kW, the maximum torque of is 600N·m, and the acceleration time is only 3.8 seconds. In addition, the car is equipped with an XDS curve dynamic control system, which effectively improves the vehicle's handling performance. The MK C1 decoupled electric braking control system in mainland Germany brings a minimum braking distance of 36.9 meters to MG MULAN. In terms of battery, the new car is equipped with SAIC's "Magic Cube" battery, which uses LBS reclining battery cells and advanced CTP technology, making the entire package thickness as low as 110mm and the energy density reaches 180Wh/kg, making the new car's CLTC range reach 520km.
In addition, the world's first pure electric supercar e-sports cockpit MG Cyberster, created by MG and users, is also in an orderly manner. Not long ago, the patent picture of the mass-produced version of MG Cyberster was also exposed online. The new car is positioned as a double-door two-seater sports car , and the design continues the design of the previous concept car. Whether it is the shape of the light group or the raised lines of the hood, it all highlights a very delicate and compact atmosphere. The new car retains the rear-wheel drive sports car design ratio on the sides, and may also adopt the shape of a soft-top convertible, which is very compact. The overall lines tend to rise from the front of the car, and combined with the large-sized wheel hub and the small wide body shape at the fenders, it creates a very good sporty atmosphere.
rear shape looks extremely personal, and the through-type LED taillight group presents an arrow shape, which is full of recognition. At the same time, the rear spoiler also has very beautiful curves and shapes, adding a lot of exquisite style to this British-style sports car. According to the official information previously revealed, this sports car will reach a maximum range of 800 kilometers under the NEDC range, and its acceleration is within 3 seconds. At the same time, the new car will also have 5G interconnection capabilities based on the new intelligent pure electric architecture.
Conclusion
MG MG's 1 millionth new car to be sold overseas is being launched, becoming the first independent brand with a single brand overseas sales of over one million. This is a very commemorative moment. At the same time, it is also a new beginning for independent brands including MG MG. Independent brands have gradually occupied a certain market share in the overseas market, and have laid a certain foundation for sales channels, brand reputation, etc., laying the foundation for the continued growth of the brand. It also means that independent brands are about to start fighting with traditional international giants in overseas markets. Compared with the domestic market, independent brands have lost their natural advantages in local combat overseas, not only in terms of brand reputation, consumer acceptance, etc., but also greatly discounted in overseas markets far away from the local market.
At the same time, we have also seen that after the product strength and brand confidence gradually increase, independent brands have already possessed the basic ability to challenge international giants in overseas markets. At present, not only in relatively backward markets such as Southeast Asia, the Middle East, Russia, South America, and Africa, domestic brands have opened up a certain situation. In the past two years, independent brands have also begun to charge against the base camps of national aircraft brands such as Europe, the United States, and Japan. Including MG MG, BYD , NIO , Xiaopeng , etc., have entered the European market, especially in electric vehicles with more advantages in independent brands, which have already received a certain market response. We look forward to more independent brands going global in the future and the birth of multinational automobile brands from China that can truly compete with traditional Chinese aircraft giants. (Text: Pacific Auto Network Guo Rui)
