MG Motor Unveils New Strategic Positioning Plan for the Middle East
Celebrating Heritage and Embracing Innovation
MG Motor has announced the details of its new strategic positioning plan for the Middle East, celebrating the brand’s rich legacy and achievements. This marks a significant milestone as MG embarks on the next chapter of its adventure-driven and technology-focused journey. By adopting this updated approach—MG’s first-ever region-specific positioning strategy—the brand reaffirms its commitment to the region, charting a future defined by sustainability and technological innovation.
Empowering and Inspiring the New Generation
Through this campaign, MG Motor aims to connect with its younger and millennial customers, empowering and inspiring them in ways that reflect their energetic and dynamic lifestyles. Following comprehensive research and in-depth studies, MG has developed its new positioning under the “Do More” campaign, showcasing the brand’s British roots and continuous drive to push boundaries since its founding in 1924.
Remarkable Growth in the Middle East Market
This announcement comes just five years after MG’s return to the region—a period during which the brand has made a significant impact on the automotive market. MG’s reputation for crafting timeless designs and developing innovative technologies has been pivotal. Last year, the brand recorded a remarkable 72% increase in sales, entering the list of the top ten car manufacturers in the GCC for the first time.
Highlighting Advanced Connectivity and Mobility
MG’s new positioning plan emphasizes the vital role of advanced connectivity and mobility technologies in delivering a comprehensive experience. With an eye on a highly progressive and advanced future, MG will offer bold, authentic, and adventurous digital content, co-created with both current and future customers.
“Do More” Campaign Reflects MG’s Innovative Product Range
The “Do More” campaign is designed to reflect the cutting-edge technology featured across MG’s product lineup. Upcoming models will undergo key transformations, bringing MG closer to its vision of a safer and more connected environment. The campaign will also touch on unique aspects of the region, particularly its strong millennial customer base, and celebrate the hard work and daily achievements of MG owners in their communities.
Comprehensive Rollout Across Multiple Channels
Development of the new brand campaign began in February and will be implemented across various digital, social, and traditional media platforms, both regionally and locally, in the nine markets where MG operates. This ensures that MG delivers a modern and authentic brand experience.
Fresh Visual Identity and Vibrant Brand Spirit
MG’s new visual identity will feature lighter color palettes, bold and sleek fonts, and inspirational imagery that radiates dynamism, energy, and fun. MG aims to inspire millennials to bring their unique sense of style and individuality to the MG community.
MG’s Legacy of Innovation and Excellence
Founded in 1924 by William Morris and Cecil Kimber, MG Motor has always pursued innovation and broken barriers. The iconic brand is especially renowned for its two-seater sports convertibles and was the first to create affordable sports cars legally permitted on public roads.
Modern Designs and Advanced Technologies
Today, MG cars stand out with expressive designs and exceptional levels of sophistication. MG offers the latest intelligent and innovative technologies at highly competitive prices. In the Middle East, MG’s current lineup includes sedans and sporty crossover SUVs. The sedan range features the MG5, which was named “Best Sub-Compact Sedan” in the Middle East for 2020, alongside the contemporary MG6. The SUV lineup comprises the seven-seater MG RX8, as well as the MG RX5, MG ZST, MG ZS EV, and the MG HS, which won “Car of the Year” in the Middle East in 2020.
Expanding Presence Across the Region
MG Motor’s regional office is based in Dubai, UAE, and the brand has recently expanded into new markets such as Jordan and Iraq. Today, MG operates in nine Middle Eastern and GCC countries: Saudi Arabia, the United Arab Emirates, Kuwait, Bahrain, Qatar, Oman, Lebanon, Jordan, and Iraq.
Leadership Perspective on the New Positioning Plan
Commenting on the new positioning strategy, Tom Lee, Managing Director of MG Motor Middle East, said: “MG has a very rich history, and we are extremely proud of what this brand has achieved and what it still has to offer. We cherish MG’s heritage, which enables us to further strengthen its position among the world’s leading car manufacturers.”
He added: “We are confident that with this exciting new positioning plan, the brand will become even more distinctive and recognized among customers. MG has incredible stories to share, and we are determined to bring these stories to life through our models. We have many outstanding plans, including the return of the classic two-door MG sedan in a fully electric version. We look forward to telling MG’s story in the most unique way possible, inviting our customers to join us on this remarkable journey.”
