Spotlight & Video

SAIC Puts MG Image Overhaul in High Gear

TV Spot by WE Marketing Group Revives the Brand's U.K. Heritage in 007 Style

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SAIC has launched ads promoting the MG 6, created by WE marketing group in Shanghai
SAIC has launched ads promoting the MG 6, created by WE marketing group in Shanghai
SHANGHAI (AdAgeChina.com) -- SAIC Motor Corp. is relaunching a car classic, the MG 6, marking the first MG model developed since a Chinese car company took control of the brand.

The MG brand, created 85 years ago in the U.K., was sold to Nanjing Automobile Corp. in 2005. Nanjing was merged with SAIC Motor, China's biggest automaker, at the end of 2008. SAIC first announced plans to relaunch the brand in May 2009.

Late last month, SAIC rolled out new ads promoting the MG 6, created by WE marketing group's Shanghai office. The campaign expands on the "Make the Difference" platform unveiled last fall at the Guangzhou Motor Show with a 45" movie trailer-style TV spot.

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The film is "a unique way to demonstrate the stylish outlook and real function of the Fastback," said Kenny Wong, managing director of WE marketing group in Shanghai.

The MG 6 Fastback is a hatchback variant of the Roewe 550 sedan that will be assembled in China, now the world's largest car market, starting this year, and at the MG Longbridge plant in the U.K. in 2011. The Roewe 550 was created through a collaboration with ex-Rover experts.

The MG 6 may be partly built and deisgned in China, and will debut in the mainland, but the SAIC wants the car to retain the look and image of its vintage U.K. heritage.

The car's design, interior, and powerful performance are marketed with scenery, cinematic style and a storyline that resemble a James Bond film.

"Mega production and impactful creativity reveal the ambition of the MG brand to come back to the international auto market, Mr. Wong said.

The car does still have a British pedigree. Much of its development and styling was handled at the SAIC Motor UK Technical Centre in Birmingham.

SAIC plans to sell its MG cars in Europe as early as the end of this year, namely in the U.K., where the marquee still has a following.


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