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View MG's sales in 2021, which can be described in two words, which is amazing. The annual sales exceeded 470,000, and even after reading it, I wanted to give it the four words "appreciate with admiration". If you look at another set of data, you will find that the composition of these 470,000 is 360,000 in foreign markets and 110,000 in domestic markets. Why is the sales gap between home and abroad so big? Why do brands that are not good at selling well in the country become popular when they go abroad? What is MG under SAIC's "rule"?
Today, let’s review MG’s past and present life together. Let’s see if MG is an outdated British aristocrat or a popular SAIC independent brand.
is not about marrying a British "noble", but just cleaning up a "mess".
Everyone has a glorious moment, don't take a moment as eternal. Life is like a tide, and the years are flowing without trace. MG, which was founded in Oxford, England in 1924, is an undeniable British car brand. As a century-old British sports car brand, MG has contributed too many classics to the global automobile industry, including the creation of 43 world speed records and the application of first-rate and forward-looking technologies in multiple industries. This not only confirms the track genes that have been passed down for a century, but also promotes the development of the world's automobile industry.
Regrettably, MG did not continue its glorious achievements for a century, and eventually went bankrupt due to poor management. In 2005, it was acquired by Nanjing Automobile and became Nanqi MG Automobile Co., Ltd. Later, with SAIC's acquisition of Nanqi at the end of 2007, it was renamed SAIC MG. In short, MG today has nothing to do with the so-called "British" except for its name and brand history, and is already a veritable independent brand of SAIC. This can also explain why it is classified into the domestic brand category in the domestic brand category.
So, whether it was the earliest Nanqi or later SAIC, the acquisition of MG was not like Geely acquired Volvo , but he married a "rich nobleman" who was still prominent, but just cleaned up a mess for the British MG Rover Automobile Company!
are both "adopted" and have very different treatments
Compared with MG, which was only accepted into the company in 2007, the Roewe brand founded in 2006 came earlier. As a result, many people are willing to regard Roewe as the "adult son" of SAIC Passenger Cars, and call the later MG the "adopted son". In fact, no matter how outsiders think, SAIC Passenger Car's "differential treatment" of Roewe and MG brands is obvious. In terms of product series, since its establishment, SAIC has provided sufficient brand and resource allocation. In terms of brand, whether it is sponsoring snooker or sponsoring piano competitions that are often held, the style is extremely elegant. In terms of products, there are the hot 550, the high-end 750, and later the RX5, as well as the various pure electric models and high-end brand R cars. SAIC Passenger Car tells everyone with countless practical actions that Roewe is the "bird". In contrast, MG was undoubtedly miserable in the early days, and it was not a little bit worse in terms of brand power, product power, or channel. I still remember that Roewe dealers were robbed, while MG's dealers were bleak and miserable.
Although MG is no longer the same as before and has made a comeback with its high-value sporty temperament, it is still difficult for SAIC Passenger Cars to treat them equally. For example, MG is far behind Roewe in product planning. In terms of category, Roewe has a complete product system covering sedans, SUVs, and MPVs, while MG has always been blank in the MPV market; in the field of pure electric vehicles, Roewe has CLEVER, i6 MAX EV and Ei5, while MG, only MG EZS is on sale. In terms of hybrid, Roewe has as many as five models. In addition, in terms of brand, SAIC Passenger Car has also created a high-end pure electric brand R car for Roewe. Although it was later upgraded to Feifan Auto and separated from the Roewe brand, it can also be seen that SAIC Passenger Car is the true love for Roewe.
sales are very good, but it is very common in China
Back to the beginning, let’s talk about MG’s sales.As mentioned before, although the annual sales of 470,000 yuan are very good, the domestic sales of only 110,000 yuan are really average. You should know that in 2021, MG will not only launch a number of new models in the country, but also have more than a dozen models on sale. The average sales of 110,000 yuan per month is only a little over 9,000 units, but on average, there are very few cars.
Chinese people don’t like it, so why is the foreign market so popular? The author briefly analyzed it and attributed to the following points. First of all, MG's reputation remains, especially in Europe, and still has good brand appeal. Secondly, the channel layout is early and there are many. It is reported that MG has 400 sales and service points in 15 European countries. Furthermore, compared with other foreign brands of products, domestic MG has the advantage of being cheap and cheap. For example, MG can provide a 7-year, unlimited mileage warranty in markets such as Australia. Compared with other brands, it is undoubtedly more popular.
From this we can see that the most fundamental reason why MG has good sales abroad is that it has many outlets and treated differently, and provides better services. However, the author is also thinking, why can’t the domestic market enjoy such good treatment? Does SAIC MG also admire foreign countries and fawn on foreign countries? Therefore, if you don’t sell well in the country, it’s still two words, and you deserve it!
quality control is not very good, and the future is not expected
Let’s take a look at MG’s performance this year. It is reported that SAIC MG's insurance volume in March was 6,676 units, a year-on-year decline of 39% and a month-on-month decline of 15%. The number of insurances in the first quarter was 34,814, down 24% year-on-year. Among them, the MG6 had 1,330 units, a year-on-year decline of 41% and a month-on-month decline of 25%. The first quarter had 9,174 units, a year-on-year decline of 32%. In addition, the number of insurances on MG ONE in March was only 888 units, a month-on-month decline of 6%, and the number of insurances on 4,394 units in the first quarter. In terms of other models, the number of insurances in MG5 in March was 4,381 units, a year-on-year decrease of 25% and a month-on-month decrease of 9%. The number of insurances in the first quarter was 20,480 units, a year-on-year decrease of 1%. As for MG Pioneer, the number of insurances in March was 136, down 81% year-on-year and 19% month-on-month. The number of insurances in the first quarter was 748, down 72% year-on-year.
From this set of data, we can see two points. One thing is that SAIC MG declined significantly year-on-year; the second point is that MG6, which was once the main seller, completely lost its power. Then why is this happening?
Flip through the third-party car complaint platform and we will find it. There are quite a lot of complaints about MG6, and as of April 21, there have been as many as 23. Among them, there are also problems such as transmission 's inability to shift gears, abnormal noise, and pauses, steering system abnormal noise, engine shaking, and engine shutdown. Of course, in addition to the problems of the vehicle itself, there are also service issues such as failure to fulfill sales commitments.
Next, let's take a look at the complaints of a MG 6 car owner. To be honest, there are quite a lot of problems. For example, the clutch is severely rusted, the brake pads are stuck in the position and the sound of abnormal noise, the suspension position and direction are abnormal, which is related to the abnormal noise of the front suspension, the air conditioning panel fails, and the wheelbase size error of MG 6 is too large. The transmission noise of MG 6 is too loud at the moment when the MG 6 stops in June 2021 is too loud, and it is accompanied by a sense of impact. In response, the owner mentioned that the technician of Bojue Automobile Service Co., Ltd., tested in October 21 and said that the abnormal noise was normal, and said that the dual-clutch transmission was like this. With so many questions, such replies and thinking from the perspective of others, it is really unbearable!
complaints about the gearbox stuttering are also outrageous. The owner mentioned that when using it, it will start or be driving seriously, like being rear-ended (no exaggeration). It starts with occasional events, but later becomes more and more serious, appearing several times a day, and then once a few kilometers later. Once, when I was waiting for the light to step on the accelerator, I suddenly turned on the fault light and turned on it. It took a long time to turn on it again. The engine was turned off while driving, and the steering wheel did not help, which was very dangerous. When I turned on it again, the tire pressure light flashed, the anti-slip side was lit, the engine was malfunctioning, and the accelerator did not accelerate, there was only a little power, and the speed was four or five thousand vehicles did not leave. After a while, the fault light will still be on, but it will be better and will be able to turn on for a while. After eliminating the fault code, it can drive normally. It will be difficult to turn on the car as soon as it lights up, and then turn on the fault light.
html has been more than 2003, just passed the insurance policy, and went to the 4S store, and the inspection fee was 450, but there was no inspection. Later, I went to a specialized gearbox repair shop to check whether it was a valve body problem. Whether the valve body was repaired or the light was turned on. Now the repair shop is probably a gearbox computer or engine computer problem. The car's shock absorber leaked oil in the second year, and I have claimed one compensation. The warranty is 3 years, and the three major items will be broken in less than 30,000 kilometers in the fourth year. The quality is unimaginable. I guess if I continue to use it, I will have to exchange for only a frame. In addition, the inspection fee for 4 seconds is ridiculously expensive.
OK, let’s give examples one by one. Just the experience of these two car owners is speechless? Netizens also have their own opinions on MG. For example, this netizen commented that Roewe is not much better, but MG is just worse. Any brand that "respected foreigners" is not doing well, and it has nothing to do with a false reputation but has no product strength or cost-effectiveness. The most typical one is Borgward , which is also called BBBA, which is on par with Mercedes-Benz and is on par with Mercedes-Benz BMW Audi. Now it is on the verge of bankruptcy and has become a laughing stock in the industry.
Some netizens said rationally that they had a good impression of Mg, but since they rented a car outside, they were unable to complain. The gearbox is too trash, so it's better to turn on the manual gear. The steering is difficult to control. Compared with the group's Buick , the low-speed steering wheel is lighter, and the high-speed steering wheel becomes heavy and stable. This guy is the opposite... I am afraid of comparison in everything, so I suggest that friends who want to buy a car will try renting a car first, and there will be an answer in my mind.
If netizens’ comments are more emotional, the actual experience of the car owner will be more rational. It is not difficult to see from the above questions that there are indeed many problems with MG6. The author believes that poor quality control and poor quality must be the fundamental reason for the sharp decline in its sales.
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Finally, what the author wants to say is that no matter how arrogant MG has, MG is destined to be mediocre now; no matter how dazzling MG's sales in the overseas market are, the sluggish domestic sales seem to be more telling. Therefore, after SAIC MG became popular, it was still a sinking "British".
At this moment, the author is wondering whether MG will become an export brand in the future? If you really get that day, it wouldn't be a bad thing. After all, it is not just that our domestic brand models have finally been "cutting leeks" abroad. It is always worthy of praise for being able to avoid cheating the Chinese people!
