Centennial brand MG： the temptation of alternative levels B+ and C-
On August 23rd, 2007, the final price of its first series of products was officially released, including four products: the flagship version of MG7L 2.5V6 AT is 302,800 yuan, the luxury sports version of MG7 MT is 201,600 yuan, the luxury version is 186,600 yuan, and the comfort version is 171,600 yuan. From the published price, we can see that the price span of MG 7 series is very large. Of course, the price span is equivalent to the vehicle span, that is, the wheelbase of MG7 (standard version) 2749 and MG7L (extended version) 2949. It is not news that a car has a huge price span in China, but it is rare that the same car like MG has two kinds of wheelbase at the same time in the domestic market, and covers the two grades of cars B and C.
According to the standards of automobile classification, the wheelbase and displacement are 2.45-2.6m (the new development trend is 2.6-2.8m at present) and 1.6-2.4L respectively. The MG7 launched by MG this time has a wheelbase of 2.749 meters and a displacement of 1.8L belt. In terms of space, the MG’s 2.749 meters has exceeded the standard of B-class cars; In terms of power, the power of the 1.8T turbocharged all-aluminum racing engine used by MG can not be underestimated, and its working efficiency is close to the upper limit standard of B-class cars.
From these two aspects, the impact of MG7 (Standard Edition) on the B-class car market is remarkable. For example, 6CD+MP3 theater stereo (8 speakers with subwoofer), single-screen 6-disc DVD+MP3 Bluetooth hands-free device, 8-way memory function electrically adjustable healthy leather electric heating driver’s seat, Autoliv front double (driver’s seat, co-pilot seat), side double airbags, etc., which appear in the comfort and safety configuration of C-class cars have also been adopted together, forming a luxury trend that is in line with C-class, and also writing a new definition for the standard of future B-class cars.
On the quantitative standard, the 2949mm long wheelbase of MG7L (Extended Edition) has completely met the standard of 2.6-2.8m (new trend is 2.8-3.0m) of C-class wheelbase, and its 2.5L displacement has met the displacement standard of 2.3-3.0 of C-class vehicles (new trend is 2.5-3.5). However, considering the MG7L comprehensively, it is still far-fetched to be classified as the latest C-class car in the world. Among many C-class cars, the displacement of MG is relatively low, and the power is slightly lacking compared with the 1.6-ton body. In terms of configuration, although equipped with BOSCH+,MG MG7L seems to be a little dim compared with the "standard" of C cars such as electronic parking, which is popular now. The price of sacrificing these things is an ultra-low price of less than 310,000 yuan.
MG brand has been refined and accumulated for nearly 100 years and has a good reputation among users all over the world. On the other hand, at present, the main forces in China’s mid-to-high-end car market are German and Japanese, which have their own characteristics and the consumer groups are relatively stable. At present, the problem encountered by MG is to enter such a mature and competitive market. Objectively speaking, high configuration and good technology are not enough. However, MG is lucky. After so many years of development, China consumers’ understanding of automobiles, both in terms of purchasing power and automobile culture, has reached a fairly high level, and the result will inevitably be diversified individual needs.
In this case, the new style and new personality will have their own unique development space, and the domestic automobile aesthetic fatigue that has lasted for many years has also been alleviated with the listing of MG. MG7 gives people a noble and elegant feeling. This brand-new culture is completely different from our accustomed sense of "official" and "golden mean". This kind of imperial breath from England will make everyone who dominates in front of it become dim. And MG didn’t commit the common fault of "famous cars entering the country", which is very original, and didn’t make many concessions for the special situation of China. It is really commendable that MG is sticking to its own ideas.
The market positioning of MG is very clear. Yang Junhu, deputy general manager of Nanjing MG Automobile Co., Ltd. and general manager of the sales company, said: "The target group of MG MG is the pioneers who constantly challenge and pursue spiritual wealth and career and family success. No matter how old they are, their mentality is always young, and their academic qualifications are not necessarily high, but they are tasteful. Their characteristics are: they are not satisfied with the status quo, and they are not satisfied with the status quo. This is also in line with the brand spirit of MG MG. " From a certain point of view, this is also in line with the China people’s sedate, atmospheric, and their hearts have their own extraordinary bearing of millions of soldiers.
"Touchable dignity, affordable luxury", the concept of MG seems to be very close to us, close at your fingertips. When we really own this B+C- British "famous pony", it will definitely bring more colors to our lives.