MG's Rise in the Australian Market: From Unknown to Top 10 in Seven Years

MG’s Rise in the Australian Market: From Unknown to Top 10 in Seven Years

Can MG maintain its success and keep up with the shift towards more sophisticated and expensive models? Only time will tell.

MG, the once-British car-maker turned Chinese automotive brand, has made quite a name for itself in Australia in a relatively short period of time. In just seven years, it has gone from being an unknown brand to securing a spot in the top 10. But how did MG achieve this success, and can it continue to grow in the Australian market? Let’s take a closer look.

Back in 2013, MG made its first attempt to enter the Australian market. However, it faced challenges and struggled to gain traction with its MG6 model. But the brand didn’t give up. In 2016, MG returned with renewed determination, this time as a factory-owned subsidiary. This strategic move proved to be a game-changer for MG’s success in Australia.

In its initial year in the VFACTS tally, MG sold only 600 cars, and many of them were heavily discounted 2013 MG6 models that needed to be cleared. However, the arrival of the MG ZS in 2018 and the introduction of a seven-year warranty marked a turning point for the brand. MG’s sales started to soar, and its retail network expanded rapidly. Today, MG has over 80 dealerships and sold a whopping 58,346 cars in 2023, securing its place as the seventh-best-selling brand in Australia.

The brand’s sales have more than doubled year-on-year from 2017 until 2022, showing impressive growth. While the growth rate has slowed down recently, with a 17.7% increase from 2022 to 2023, MG continues to thrive in the market. The MG3 and ZS, which are known for their affordability, have been major contributors to the brand’s success.

Looking ahead, MG is facing the challenge of replacing its aging models, the MG3 and ZS. The brand plans to focus on value, offering feature-packed vehicles that cater to a broad consumer base. While low prices have been a hallmark of MG’s success, the brand acknowledges that it needs to strike a balance between competitive pricing and a comprehensive package of features, safety, reliability, and customer satisfaction.

As the automotive industry shifts towards electric vehicles, MG is also embracing this trend. The brand understands the rising demand for electric vehicles worldwide, and Australia is seen as a promising market. MG aims to cater to the evolving needs of Australian consumers by offering accessible, innovative, and quality electric vehicles.

In terms of future plans, MG has an exciting year ahead. The Cyberster, an electric vehicle, is set to arrive in Australia in the second half of this year. Additionally, an all-new MG3, available in both ICE and hybrid variants, as well as the all-new HS, will be launching in 2024. These upcoming models showcase MG’s commitment to innovation and staying ahead of the curve.

While the days of cheap MGs may be numbered, MG’s rise in the Australian market proves that in today’s electrified world, anything is possible for a new automotive brand. Despite the challenges, MG has demonstrated its ability to adapt and establish itself as a top player within a relatively short period of time.

  • MG initially struggled to break into the Australian market in 2013
  • The brand returned in 2016 with more determination and became a factory-owned subsidiary
  • Sales have steadily increased, with more than 58,000 MG cars sold in 2023
  • MG plans to focus on value rather than low prices in the future
  • The brand’s direction is shifting towards electric vehicles
  • New MG models, including the Cyberster, MG3, and HS, are set to launch in the coming years

MG’s journey in the Australian market has been nothing short of impressive. From its initial struggles to becoming a top 10 brand, MG has shown resilience and determination. As the brand looks toward the future, it aims to maintain its market position by focusing on value and embracing the shift towards electric vehicles. With exciting new models on the horizon, MG is poised to continue making waves in the Australian automotive industry.