First of all, unclear brand positioning is an important factor in the early stage of development. MG entered the SAIC system in 2007. At that time, the independent department of SAIC had Roewe. In order to avoid the "battle" of Roewe MG, SAIC set the tone for the two of them. Roewe prefers home and business, facing the mass market, while MG is more athletic and has a relatively small market. In fact, from this positioning, we can see that SAIC is "eccentric", so it is conceivable that the starting line of MG has moved back a little compared with its competitors at the same level under the limited resources of SAIC's independent sector. Harvard and Chery, however, played six times and got the gauntlet of "having more children and fighting", but when they arrived at SAIC, they became antonyms. Because the pricing range and carrying technology of the two brands are similar, "infighting" is far greater than division of labor and cooperation.
Compared with the matrix of personalized products of MG brand, there is a lack of practical models. Roewe's RX5, RX8 and other products are more in line with the China market and can fully meet the practical needs of consumers in China. Once upon a time, Roewe RX5 was also a well-known star model in the domestic SUV market, and even the MG6, which was very popular before, had never seen such a situation.
Other brands have adopted the strategy of "two cars" to mix well, and the internal friction of these two brands directly leads to the instability of product quality. When we open various forums, communities, third-party complaint platforms and other places, we can see many complaints about MG models, from abnormal transmission sound, transmission setback, battery failure, abnormal engine sound, engine oil leakage, brake system failure and so on. , involving models, from MG5 and MG6 to MG ZS, basically covering all MG models. Under the premise that its own brand power has no advantage, the quality is not good and the after-sales service is not good. It is strange that such a brand department is going downhill.
When SAIC faced infighting, resource mismatch and poor quality reputation, MG did not choose to adjust its thinking, but continued to run forward, and successively launched MG ONE, Mulan and other models, all of which were much cry and little rain. Customers who come to the store to see cars feel that they have not sold much. Although the market doesn't buy it, they are still determined to promote the new product.
Judging from the number of new car purchases, the sales volume of MG MG declined for six consecutive months from September 2022 to February 2023, among which the cumulative sales volume in June+0-February this year15,419 vehicles plummeted by 5 1.27%. By vehicle type, MG5 sold 77,065,438+0 vehicles in the first two months, down 52.16% year-on-year; The cumulative sales volume of MG ONE in the first two months was 65,438+0,723 vehicles, down 50.86% year-on-year; MG6 sold 65,438+0,467 vehicles in the first two months, down 865,438+0.30% year-on-year.
Recently, it has been more than half a year since the debut to the pre-sale of MG7, the first model of MG black label car with high hopes, and the listing date has been pushed back to the 29th this year. As for the reason, I believe that even if the official does not know, everyone can get it. Can this MG7 bring a radical opportunity to MG brand? I think it is still difficult.
Because MG has been focusing on the younger market, even if the car has higher value and richer configuration, it is still a relatively small market segment as a whole. Therefore, even if the fire is sold, MG is still a younger brother in front of cars that are biased towards the public and home. Judging from the products currently on sale, the prices of models such as MG5, MG6 and MG ONE are in the range of 90- 1.5 million yuan. Although the price is right, it has not brought good sales, so market feedback will not be MG's way out even if it is a price war. In fact, the old driver thinks that the easiest way is to deal with some after-sales problems of existing car owners first. When they are satisfied, word of mouth will naturally come up. Isn't brand power gradually established?
There is another reason why I think it is too slow to enter the market. In the recent two or three years of rapid development of new energy, major automobile brands have launched explosive products to seize the opportunity. Looking at the "sit tight" of the mg, it is obviously a decision-making problem to enter the industry slowly. Mulan, a pure electric vehicle, was only listed in mid-September last year, and obviously the pace is a bit backward. Compared with BYD, Tesla and some new car-making forces, MG Mulan really has no product highlights to take. In the face of joint venture brands and even luxury brands under constant pressure, MG also lacks brand power. When MG has been holding back, there are not only more and more competitors, but also stronger and stronger, which is also an important reason why MG has lost the favor of consumers.
It is a pity that a car brand with a history of 100 years has changed from a proud English gentleman to an ordinary person with the help of "foreign identity". Although some models of MG have gone abroad now, this sales volume has not contributed much to the promotion of the local market. I think laying a good foundation is the key, otherwise there will be no embarrassing situation of losing both the inherent advantages in the fuel field and the vast world of new energy market.
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