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in the wave of the rise of chinese brands, mg is particularly unique. this brand originated from the uk and took root in china, gaining new life and development in a chinese way. now, relying on the strength of chinese brands, it is setting sail again.

on august 30, the 2024 chengdu international auto show kicked off, and saic mg's new generation mg5 also made its grand debut. as a highly anticipated star model, the new generation mg5 not only inherits the brand's century-old track sports gene, but also brings users an unprecedented driving experience through new interior and exterior design and handling performance. at the same time, many models such as the most beautiful b-class coupe mg7 and the most beautiful convertible electric car mg cyberster were also unveiled.

on the same day, qichebatan interviewed yu jingmin, executive vice president of saic passenger vehicle, shao jingfeng, vice president and chief designer of saic innovation research and development institute, and lu jiajun, general manager of saic mg brand. the interview focused on the design concept and market strategy of the new generation mg5.

obviously, this car not only carries saic mg's ambition to enter the mainstream a-class market, but also embodies yu jingmin's expectations for his first battle after his return.

new generation mg5 unveiled

in 2024, the mg brand will celebrate its centenary. no matter how the market changes, the mg brand will stick to its coupe genes and maintain a youthful brand tone. this can be seen in the new generation mg5.

with the high-profile debut of the new generation mg5, the voice of "masha's replacement" has been heard. in response, shao jingfeng said, "the new generation mg5 continues the mg brand's 'hunting eye' design language, which is our original design. as for the 'masha' that netizens say, i think it is more of a different path for sports car brands to achieve the same goal, through the extremely impactful 'big mouth' grille and the full and tense surface design, it creates a thrilling sense of sportiness."

lu jiajun compared the joint venture cars of the same level and found that the new generation mg5 has more advantages in terms of appearance and performance. he hopes that the mg brand can help more users realize their car buying dreams and let them drive a coupe from the first car in their lives.

to further prove the originality of mg brand in design, shao jingfeng also gave an example to emphasize, "which of mg brand, mgb and mga, does not have vertical bars? brands that emphasize vertical bar grilles in the world include maserati and mg."

in fact, this statement is not without basis. in 1924, the mg brand was born, and with its unique british style, exquisite craftsmanship and excellent performance, it quickly emerged in the global automobile market. this automobile brand originated from the uk, with its profound cultural heritage and unremitting spirit of innovation, has become a legend in the hearts of countless car enthusiasts.

in 2005, the mg brand settled in china, marking another important milestone in the mg brand's global market strategy. in this land full of vitality and opportunities, the mg brand ushered in the second spring of brand development.

at present, the market share of a-class cars has reached 47.7% (sedans + suvs + mpvs), which means that a-class family cars are still the sales base of a car company. as yu jingmin said, "without the foundation of a-class cars, there is no pricing power for b-class cars. a car company must rely on a-class cars to support the market and b-class cars to make profits." this indirectly reflects the important strategic position of the new generation mg5 in the mg brand.

yu jingmin: welcome civic to join the battle

not long ago, saic group announced a number of personnel changes. yu jingmin, former party secretary and executive vice president of sales and marketing of saic volkswagen co., ltd., was appointed as executive vice president of saic passenger vehicle.

according to qichebatan, yu jingmin's primary task after rejoining saic passenger vehicle is to integrate the team, optimize channels, and formulate a marketing strategy that conforms to the brand characteristics and market demand, so as to improve service quality.

therefore, after returning to saic passenger vehicle, yu jingmin started from the user's perspective and emphasized that even if the budget is only 100,000, it is necessary to create a coupe that satisfies young people. he said: "compared with other brands that compromise for sales, mg5 is the best representative within 100,000, and it will be launched soon. whether you are buying a car for the first time or have many cars, why compromise? even if the budget is only 100,000, why not choose the best coupe? what's more, the starting price of this car is only 70,000 yuan."

regarding the market prospects of the new generation mg5, yu jingmin predicted that sales will easily exceed 10,000, and welcomed challenges from brands such as civic. he hopes to make this car the ceiling of a-class coupes.

outsiders may think that mg's models are niche and personalized, and difficult to meet the public's aesthetic taste. however, yu jingmin believes: "mg's models are all coupes. coupes are not niche, they represent youth and the pursuit of better cars. everyone deserves to own an mg."

regarding the sales target, lu jiajun said that the mg brand has a clear positioning and planning, and hopes to take a leading position in the a-class fuel vehicle market through continuous efforts and innovation.

he stressed that mg will always adhere to the user-centric approach, continuously improve product and service quality to meet user expectations, and hope to attract more users to choose the mg brand through these efforts. at the same time, mg will strengthen interaction with users to better understand user needs and optimize products and services.

focus on young user groups

facing the changes and challenges in the automotive industry, the mg brand has demonstrated its firm confidence and clear development direction. yu jingmin emphasized that the brand will stick to its coupe genes and strive to build a younger automotive brand. through continuous innovation and exploration, mg strives to lead the industry trend. at the same time, the brand is also actively transforming to electrification and exploring new opportunities in the fuel vehicle market, aiming to provide users with better products and services.

yu jingmin revealed that next year, the mg brand will be the first in saic's passenger car system to launch a pure electric model equipped with polymer solid-state batteries. at the same time, it will also launch an electric car called es5 for the first time in the world before the end of the year.

in addition to maintaining its sporty design, the mg brand is also actively exploring the electrification and globalization trends in the automotive market. in order to meet the needs of overseas users, mg not only focuses on the domestic market, but its mg4 ev has sold nearly 130,000 units overseas in 2023, and is particularly popular in europe, australia and new zealand.

in the context of chinese brands going global, shao jingfeng pointed out that mg's future challenge is how to coordinate the differences between domestic and foreign markets. for example, the overseas market prefers fuel vehicles, while the domestic market prefers new energy vehicles. this requires chinese car designers to find a design language that can trigger dialogue and emotional interaction between the brand and the public. to this end, mg will adhere to original design and explore a design language that can meet the aesthetics of both domestic and foreign markets.

yu jingmin expressed his views on the current chaotic and earth-shaking changes in the automobile market. he believes that although the market changes in the past three years have been drastic, they have also provided more opportunities and challenges for the mg brand. through continuous learning and adjustment, the mg brand has found its own development path and direction.

it can be seen that after yu jingmin returned to saic passenger vehicle, he will pay more attention to the original needs of users and their pursuit of life. he mentioned that people who know more about cars will choose performance cars, and performance cars are refined into coupes, which represent all-round excellence in design, performance, quality, intelligence, and control. he believes that the opportunity for the mg brand lies in the fact that the chinese have independently mastered the global brand and have outstanding talents like shao jingfeng and lu jiajun, who can start from user needs and create products that meet their expectations.