MG taps into BMC’s small-car heritage to market the 3
SAIC Motor is doing a great job in tapping to the heritage of MG and the companies that have gone before. Hop over to the SAIC–MG site and you’ll see this image to tie in to the launch of the B-segment MG 3 hatchback.
The imagery tells a good deal of the story already: the Austin 7, the Morris Minor 1000, the ADO 16, the MG ZR Mk II, the MG 3 SW, and the latest MG 3. The text refers to the 80 years of expertise that MG has had in small cars (more if you begin counting the other parts of BMC), how they are beloved of the Royal Family, how such old cars are kept by their fans in Britain and, after the company created the Mini (a particularly cheeky reference to either the 1959 or the 2000 MINI – it’s intentionally ambiguous), it’s moved on to China.
My Mandarin is non-existent but I’m guessing that the names referred to in the text are Pinyin transliterations of Morris and Cecil Kimber.
Never mind that there are probably more Britons buying new German cars these days and that BMW might not be that happy to see MG claim that it created the Mini. Technically, there is no lying here and the implied association gives MG a far better halo effect among Chinese buyers than it ever had with British ones in its waning days under UK ownership.
It also helps that the mainstream (state-run) media in Red China don’t go around rubbishing MG and Roewe like the British media were so keen to do with MG and Rover.
This is not the MG that traditionalists know, with the TF, A or B, but then the latest MG 3 is probably on a par with the MG Metro of the 1980s as a warmed-over hatch. The MG 6, at least, doesn’t look like the Roewe 550 on which it is based – and that’s a step up from the MG Maestro of the same decade. This promotional message might not work perfectly in markets where MG can’t be readily mixed with Austin and Morris but, as a marketing exercise, the copy and the imagery imbue MG with a sense of desirability (Chinese buyers might be shifting to favouring local brands, but there’s still a bit of snobbery about foreign ones) and of proven expertise (which few of its rivals can claim).
It’s the sort of sophistication that few would give credit to a Chinese automaker for having. However, it shows that imagination and humour are not lacking in Shanghai – and, even if you don’t like the look of the 2011 MG 3, it’s at least original, unlike the Toyota clones coming from BYD. At this rate, the occident should be worried about the rise of the Chinese motor industry, because even the marketing is getting cleverer.