This article raises an interesting question - can an iconic car brand be brought back to life with an all electric strategy?
After the bankruptcy of the iconic British carmaker MG/Rover, the MG brand name was sold to SAIC Motor Corp. (formerly Shanghai Automotive Industry Corporation). The company is the largest Chinese carmaker, number 7 worldwide in passenger vehicles, and number 4 in electric vehicles. It can compete on price, quality, and design with every carmaker in the world. What it lacks is reputation outside China.
Now they are coming to Europe with the MG brand betting on the pull effect of the brand name. But they do it with a twist - they offer a very appealing, fully electric, small SUV for a very competitive price.
The below article sheds some light on which similar strategies worked and which didn`t. In any case - it will be an interesting journey to follow!
MG Is Back From The Grave In Full Frontal Attack On European Car Market