MG Motor returns to Europe to sell cost-effective EVs under new Chinese parent

SuperHeroes

The century-old British sports car brand MG withdrew from the stage of history, and new Chinese owner SAIC led it back from the grave into 15 European markets, focusing on the new MG4 Electric: its compact, all-electric hatchback.

This article is part of Spotlight China's latest series focusing on Chinese brands going overseas. Click to go to the topic page to read more about it.

Case details

Brand: MG Motor Europe

Brand owner: SAIC

Creative Agency: SuperHeroes Amsterdam, New York, Singapore

Market: Europe

Industry: Electric Vehicles

Media channels: Events & experiential, Online video

Market and cultural background

MG has been an iconic automotive brand for generations of Europeans since the brand’s inception in the Morris Garages in 1924. After almost 15 years away from the market, the withdrawn MG was brought...

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