As the automotive media's "politically correct" stance on the current Chengdu Auto Show gives way to skepticism, car manufacturers are no longer faced with a sea of unfamiliar yet familiar faces. Instead, they can channel their energy into showcasing the exhibits themselves.
When it comes to the standout presence at this year's auto show, apart from BYD, which has its own dedicated pavilion, it's hard to overlook SAIC Motor. Whether it’s SAIC Volkswagen, SAIC General Motors, SAIC MG, or IM cars, they all shone brightly on this southwestern stage with a highly competitive lineup of new models and sincere pricing.
For instance, SAIC MG not only showcased its core product, the new-generation MG5, and the Cyberster art car, but also creatively utilized a submerged battery as an “energy source” for a fridge at their booth, offering ice-cold beverages to visitors. This not only promoted battery safety but also garnered goodwill from onlookers, making the creativity truly commendable.
It's fair to say that MG's booth design has returned to the essence of what an auto show should look like.
Also making a return is Yu Jingmin, the Executive Deputy General Manager of SAIC Passenger Vehicles, affectionately known in the industry as the "Fat-headed Fish."
After a 40-month hiatus transitioning from SAIC Passenger Vehicles to SAIC Volkswagen, he has returned to SAIC Passenger Vehicles. The "Fat-headed Fish" almost needed no adjustment period returning to "Anting" from his previous experiences. During an on-stage interview alongside Shao Jingfeng, Vice President and Chief Designer at SAIC Motor Group Innovation Research and Development Institute, and Lu Jiajun, General Manager of the SAIC MG brand, Yu took the initiative to act as the “host,” launching a direct question at Shao Jingfeng: “Mr. Shao, what’s your take on users calling the MG5 a 'Maserati alternative'?”
This question was not without basis. In his first week back at SAIC Passenger Vehicles, while engaging with users in the MG Shanghai showroom, one user had expressed this sentiment to him. The ability to confront the heavy-hitting MG5's design right off the bat signifies a strong confidence in the vehicle's design caliber and product strength.
In response to this question, Yu Jingmin stated, “How could the rear of this car resemble a Maserati? Can they even produce such a beautiful rear? There’s no way I'm a Maserati alternative!”
Regarding the Maserati-like direct waterfall front, Shao Jingfeng explained that the MG brand has employed this design since its inception in 1924. The similar design language of Maserati is also of a direct waterfall front, so any notion of “borrowed” design is unfounded.
In Shao Jingfeng’s words, the future design direction for MG will involve a renewed pursuit of design languages that evoke emotional responses. The new generation MG5 indeed possesses striking visual attributes. It adheres to the principles of emotional strength aesthetics and incorporates the family-traited "Hunter's Eye" design language. The headlights resonate with the air guides on either side, while the powerful leaping shoulder line exudes strength. The fastback design extends the long, smooth exterior contours towards the rear, with a subtly curved ducktail suggesting a dynamic flair that conveys low drag and athleticism.
As the market for electric vehicles and fuel vehicles begins to delineate, the need for distinct design approaches for different power types has emerged as the next topic of discussion. “Unlike the early stages of electric vehicle adoption, current electric vehicle consumers no longer seek differentiated front-end designs but rather aim for alignment with brand values.” Therefore, for MG, the focus should be on what appearance aligns with market trends for the brand.
In fact, design is not a realm where a designer can unleash creativity at will. As a key export brand, MG's aesthetics must cater to domestic tastes while appealing to international markets. Shao Jingfeng notes, “This process indeed creates significant contradictions; overseas consumers prefer shorter wheelbases and compact vehicles, whereas domestic buyers opt for larger cars, leading to many conflicts in vehicle layout and structure.”
Moreover, Yu Jingmin elaborated that MG’s similar models are priced between €10,000 and €20,000 domestically, while internationally, they exceed €30,000. This disparity in the competitive landscape and consumer demographics reveals a unique set of challenges. However, he adds, “MG has already found our unique secret weapon, but it's still in the confidential stage.”
Beyond design, handling and performance are also integral to MG's brand identity. “Whether it's electric or fuel vehicles, family cars are increasingly leaning towards a sportier direction,” Yu Jingmin remarked. The new generation MG aims to provide higher quality, enhanced performance, and greater aesthetics within the same price range.
Currently, vehicles in the A-Class segment represent a market share of 47.7% (sedan + SUV + MPV), indicating that A-Class family cars remain the sales foundation for any car manufacturer. As Yu Jingmin stated, “Without the A-Class groundwork, one cannot attain pricing power in the B-Class segment. A car company must rely on A-Class vehicles to build a solid base and leverage B-Class for profit.” This indirectly highlights the strategic significance of the new-generation MG5 within the MG brand.
In this blue ocean market, where established joint ventures dominate and innovative new players vie for attention, what enables the new generation MG5 to stand out? In this regard, MG brand manager Lu Jiajun responded, “The entire A-Class fuel vehicle market is currently around 500,000 units, and the leading family sedans are essentially the 'Three Moms of the Road,' which are quite mundane.” The vision for the MG brand is that consumers should not wait until they’re older to consider themselves; instead, they should be true to their choices when purchasing their first vehicle around the €10,000 price point. “We hope to serve those passionate consumers... aiming to allow more users to choose what they love, starting their driving journey with a sporty sedan rather than settling for a mere transportation tool,” Lu Jiajun stated.
Regarding the market outlook for this vehicle, Lu Jiajun expressed ambitions of “aiming for the top three in the segmented market.” Meanwhile, Yu Jingmin made a bolder prediction, asserting, “We expect to break the ten-thousand mark. We want to position this car as the pinnacle of A-Class sporty sedans, and we welcome any challenges from the Civic.”
The core of the entire interview revolved around the design and market strategy for the new generation MG5.
It can be said that this car embodies not only SAIC MG's hope for conquering the mainstream A-Class market but also carries the honor of the "Fat-headed Fish" in its first battle since returning. The MG5 seems destined for success.