Reporter of the Economic Business: Huang Xinxu Editor of the Economic Business: Sun Lei
Recently, SAIC Passenger Car released the latest sales data in July. In July, SAIC passenger car sales were about 70,000 units, a year-on-year increase of 17%. Among them, the global sales of the MG brand in July were about 40,000 units, a year-on-year increase of 55%; in the first seven months, the global cumulative sales of the MG brand were about 260,000 units.
"I have been in office for more than three months and have lost ten kilograms." As the head of marketing, Sun Yijiong, deputy general manager of SAIC Passenger Car Company, admitted in an interview with a reporter from " Daily Economic News ".
Image source: Enterprise image provided by
This year, the sales target of MG brand is 500,000 vehicles. Now that July has passed, the MG brand still has a gap of about 240,000 vehicles from this target. According to the current sales pace of 37,000 vehicles per month, the MG brand is still about 55,000 vehicles away from achieving its year-end target. However, the upcoming "Golden September and Silver October" peak season and the holidays in the second half of the year may slow down the sales pressure of MG brand to a certain extent.
At present, it seems that launching new cars is an important means for the MG brand to achieve sales targets. Since the beginning of this year, the MG brand has launched a number of models. In April, the world's first pure electric supercar e-sports cockpit MG Cyberster was unveiled, launching a mass production model of crowdfunding and co-creating; in May, the MG brand launched the official-modified performance car MG6 XPOWER, which can legally be used on the road; on July 31, the MG brand launched the dual-exterior design model MG ONE; on August 12, the third-generation MG6 PRO was launched.
In the past, MG brand has always had problems with weak product lines. In 2020, the main models under the MG brand are MG 6, MG ZS, and MG HS. Now, the MG brand has formed a sedan camp with the MG 5 and MG 6 series, as well as an SUV camp composed of the MG ZS series, MG HS series, MG pilot series, and MG ONE.
Although the product matrix has gradually formed, at present, the hot-selling models of the MG brand are mainly entry-level models SUV MG ZS and sedan MG5. Public data shows that in the first half of this year, the cumulative sales of MG ZS were about 46,000 units, and the cumulative sales of MG 5 were about 51,000 units. The two models account for about two-thirds of MG's domestic sales. From the perspective of price, the price ranges of these two models are in the lower and lower ranges in MG's product matrix. Among them, the price range of MG ZS is 78,800 to 112,800 yuan, and the price range of MG 5 is 67,900 to 104,900 yuan. Previously, the 2007 model of MG 7 that MG had already stopped selling had reached a price range of 171,600 to 302,800 yuan.
Image source: Photo by Zhang Jian, reporter of Meike (data photo)
"The positioning of the MG brand since the last century is ' civilian sports car '. So far, there is no second brand." Zhang Liang, deputy general manager of the data business department of Shanghai Automobile Group Co., Ltd. and chief digital officer (CDO) of SAIC Passenger Vehicle Company, said that next, for the MG brand, ensuring the positioning while achieving brand improvement will be an important task in the future.
From the perspective of products, the price range of MG 6 and MG 6 new energy is not low, ranging from 93,800 to 142,800 yuan and 145,800 to 199,800 yuan respectively. But from the perspective of the target consumer group, currently, the XPOWER version, which focuses on custom modifications and the Pro version that focuses on performance are both aimed at the niche and personalized consumer market. "The practice of crowding among people is not suitable for MG. What MG wants to express is a new category that conforms to the new integration of fashion trends, sports performance and technological expressions of young people. MG pays great attention to using category thinking to achieve brand expression." Zhang Liang believes.
In addition, MG ONE is also the "upward" move of the MG brand. This model is the first new compact SUV built on SAIC SIGMA super architecture and the first original model on SIGMA super architecture. Starting from MG ONE, the MG brand will enter the era of architectural cars. According to data, the SIGMA architecture is a flexible module combination that can achieve full coverage of compact to mid-to-high-end models. In addition, MG ONE will be equipped with Qualcomm Snapdragon 8155 chip and a new intelligent driving solution. Sun Yijiong believes that these configurations will enhance the competitiveness of MG ONE's product.
At present, MG ONE has not been officially launched, but the MG brand is full of confidence in its future performance. Zhang Liang believes that MG ONE is a brand new category of the MG brand, which will not only set off a new trend, but will also achieve relatively good sales results.
Daily Economic News
