DESPITE A BRILLIANT SALES record since MG went under Chinese control, one thing you could never claim is that the brand is upholding its long-term positioning as a producer of sports cars.
Well, much to the delight of MG enthusiasts, that is about to change.
The brand has grown beyond its roots as an iconic sports car manufacturer to become an innovative EV brand. But now, MG’s evolving brand identity is undergoing a major shift.
MG Motor Australia’s Chief Executive Officer, Peter Ciao said the Cyberster is a design that better represents where MG stands today, and in the direction it will head in the future.
“The Cyberster pays respects to 100 years of MG creating vehicles that people love to drive. We don’t think of ourselves as just car owners, it’s more than that,” he says. “These cars and MG are a part of history and we’re lucky enough to be their custodians. A lot like a Swiss watch. You never really own it, you just keep this watch for the next generation.”
Mr Ciao expresses his enthusiasm following the arrival of Cyberster test cars in Australia ahead of its launch later this year (2024).
“In 2017 when I came into Australia with MG, I trusted the commercial logic – build a team, a brand, a company and focus on professionalism and provide the best value, or better value than other options. So that’s why I can still remember my first interview in Australia. ‘Yeah, MG relaunching in Australia to offer one more choice for Australian customer and I will try my best to do a professional job and keep this option as a better choice for Australian customers.’ After seven years, there is no change, I’m still focused on this. And we focus on our professional job to offer best product, best service, best offer for customer. That’s what we are doing.”
The Red Dot Award, awarded to MG for the Cyberster design, is one of the world’s longest-standing design competitions. First presented in 1955 as Design Innovations, the Red Dot Award has been titled as such since 2000. Each year, a jury of circa 50 internationally renowned experts select the best designs across three categories: Product Design, Brands & Communication Design, and Design Concept.
Renowned globally, the Red Dot Award represent the most prestigious accolade in the realm of design and innovation. Organised by founder and CEO Professor Dr. Peter Zec, the Red Dot Award don’t just acknowledge aesthetic appeal, but a standard of excellence in design. Designated via a rigorous selection process, MG’s win is synonymous with industry recognition – underlining the marque’s innovation, creativity and desire to push the boundaries of design for everyday Australians and New Zealanders.
The Cyberster will join the international and local award-winning MG4 when it debuts in Australian and NZ showrooms next year.