The challenge

As electric vehicles approached widespread adoption, MG were presented with a unique, once-in-a-generation opportunity to boost sales and position themselves as the leading affordable EV brand. 

To connect with prospective buyers planning to switch to electric vehicles within the next five years, MG needed a trust-building campaign focused on increasing brand awareness and positioning itself as the top choice. Our goal was to navigate a competitive landscape while demonstrating the brand’s value as a reliable, budget-friendly option in the rapidly expanding EV market.

Our targeted messaging positioned MG as the affordable EV option, resulting in surpassed sales targets and market share.

The solution

Our team got to work and combined insights from the technology adoption curve with qualitative research to pinpoint the ideal audience segment: early majority tech adopters who were also price-conscious and environmentally focused, aka ‘Everyday Green Pioneers.

By focusing on this audience, we crafted clear, human-first messaging that resonated with the values of future EV buyers, positioning MG as the go-to affordable EV option.

The impact

MG’s long-term strategy surpassed its 2023 target of 60,000 sales, achieving over 81,000 and increasing its market share to a record 4.27%, up from just over 1% when the strategy was implemented. 

This remarkable accomplishment propelled MG into the spotlight, with the MG HS and ZS becoming two of the most searched-for EV models on automotive websites like AutoTrader, Carwow, and Haymarket.

MG | Patrick Beyer, Head of Digital Sales & Marketing

“The critical insights on our consumer behaviour have helped us grow MG long term and secure itself as a challenger car brand.”