SAIC wants to re-launch the MG brand in Europe
- The Chinese group SAIC, which owns the Roewe (ex-Rover) and MG brands, wants to revive the MG brand in Europe as of 2019. Sales of MG in Europe under the control of SAIC were achieved between 2013 and 2016, thanks to the models produced at the MG-Rover plant in Longbridge (United Kingdom). Over 8,000 units were manufactured there during this period, but production ceased in August 2016, due to sales considered too low and the manufacturer ‘s refusal to adapt its engines to Euro-6 standards.
- The return of the MG brand in Europe will therefore be with 100% electric vehicles, as for Borgward (which plans to achieve 10,000 sales per year from its Bremen plant). According to SAIC, European environmental standards for thermal engines require too much investment. A first, 100% electric new generation MG was presented at the Shanghai Motor Show in April 2017, which will give birth to the first MG model launched in Europe in 2019. It is a medium-sized coupe capable of carrying four passengers, with 500 km autonomy. Compared to the previous MGs sold in Europe (and those still sold in China), the new model is much more upmarket, very close to Premium category. Perhaps this is SAIC's new strategy to succeed with the MG brand in Europe, learning from past failures.
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