Interview - MG GT

SAIC Motor MG GT Launch Interview

Respondents:

SAIC passenger car company deputy general manager Yu Jingmin
SAIC Motor, director of product planning company Chu Jian
SAIC passenger car company MG brand operations director Lin Jiayu

Moderator: Today participate MG GT listed interactive media will interview deputy general manager of SAIC Motor's leadership is Mr. Yu Jingmin, Mr. Chu Jian, Director of Product Planning SAIC Motor Corporation, as well as the MG brand Operations Director Miss Lin Jiayu.

Reporter: As a GT model, MG GT which some have, then, if it does not have the characteristics of other models it? MGGT have it better than any other GT models it? In addition, MG GT is sold 80,90 crowd, how to impress you buy them?

Chu Jian:
MG GT car's main highlight is the breakthrough powertrain, for many average price of 10 million cars, MG GT equipped with two relatively strong powertrain, direct injection engine and seven-speed dual-clutch transmission , so we are very proud. I believe than many mainstream models in the domestic market, MGGT equipped with this powertrain is the industry recognized outstanding powertrain systems.

5.9 liters of fuel , 1.4T engine, will give consumers a very good driving experience, 235 Nm of torque , which is one of the few cars in the middle. Of course, MGGT so special is still in its very British style appearance, MG GT's shape was designed by British MG Design team took four years, which contains their profound understanding of the MG brand. Of course, the shape is the eyes of the beholder, the wise see wisdom. Meanwhile, MGGT also equipped we were very proud inkaNet4.0 systems. SAIC inkaNet system four years ago released a intelligent vehicle systems. For inkaNet4.0 systems, many high-tech configuration, I will not list them, but like a hammer when Overheating publish his cell phone to say that, MGGT configuration also did not lose iPhone6, inkaNet4.0 is currently market consumer experience the best of a smart car system, worry and effort can bring great convenience for the owners driving experience. For these, the future consumers and media friends are able to experience the depth and hope that friends in the media in the future be able to share this testing process driving experience.

Yujing Min:

First, MG GT has what others do not? MG is an international brand, this doubt. Second, in the country's best-selling mid-size car market, who is the real GT? As we all know, there are several star model called the MG GT history. Those who can be called "GT" model, is bound to have a GT model characteristics. Whether from the shape of the GT range of children, or whether it's "GT heart" and GT spirit, with these MGGT to become the fourth generation of the new MG GT.

So, on aspects of communication with the target population, I think MG GT sold only 80, after 85 and 90, sold more vibrant and young people who have a young heart of the crowd. What is young? Young, that dare to do, even some impulse. So, young friends not only need a powerful car, but also need to enjoy a better cultural experience, which of these cars understanding and his lifestyle, his youthful vigor and his young mind by combining real achieve "unity of people and vehicles."

Reporter: In the past 90 years, MG brand has been committed to building the car of young people, and the release listed MGGT positioned at 85 after the crowd, then, in marketing, in addition to "test the city held recently in Beijing Love "activities, whether in the future as well as the relevant measures for promotion after 85?

Lin Jiayu:

As we all know, the moment 85, 90 people are living in the Internet age, this part of the crowd, we have done research, some conclusions: For 85, 90 people, the experience is more important than experience, Odds find more important. They are very enthusiastic about new things, and are keen to experience yourself to seeing is believing attitude to judge which one is better, and more importantly, they want to share the good things that come out, like nowadays micro-channel network in young people Like the popular. For example, in my circle of friends, young people can retain their individuality while happily share with you, which is advocated by the spirit of the MG brand. MG octagonal LOGO, the same as the composition of the word, the word represents the mutual support, MG structure is hand in hand, represents a very firm friendship.

For today's young people, we will take follow-up marketing initiatives is to provide opportunities for them to experience their own, and "City of Fool" campaign is similar. Meanwhile, MGGT also Tencent video of "Hi Song" program jointly launch redeem some activities, promote consumer groups to experience the MG GT, and his friends to share test drive MG GT feelings. This is our main marketing communication.

Reporter: I noticed that the passenger car and a car rental Hi SAIC signed a cooperation Order 1200 MGGT, I remember before SAIC new energy passenger cars and a car rental Hi there have been co-tell us about SAIC Motor Hey cooperation with a car rental? For SAIC passenger cars, the future cooperation with the leasing company is also becoming an important direction?

Yujing Min:

Hey cooperation with SAIC passenger car is very thorough. For the public, we see first is August cooperation on new energy vehicles. Recently, a car rental company will have a great hi action, this month will be in the United States eHi IPO, which also represents a long-term bullish on its rental car market in China, which is behind a fancy car rental Hi users in China needs.

In the past, in China, many leasing companies often hire mainly do business, and progress short rental businesses will be slower. However, after 80, 90 car rental for changes in demand, led to changes in rental car market. SAIC passenger car market has been leased quite concerned, but also with a Hi communicate a lot. Thus, in August, we signed more than a thousand new energy vehicles cooperation agreement, while also the first time a car rental Hi phase of MGGT, and we hope to deepen cooperation.

The MG GT is quite innovative marketing approach, which is based on the needs of the target customer groups. Unlike in the past we used it, in the new car market of consumers to the 4S shop to test drive. Today young people of the time is fragmented, they will want to test drive the new car can truly integrate into real-life experience, and feel and experience the service is what we pursue. Therefore, cooperation with SAIC Motor Car Hey, provide young people the opportunity to experience the country's first customer.

In addition, MG GT and Tencent micro-channel will also conduct in-depth cooperation, which is also based on needs of the target customer base. By partnering with eHi in the whole 70 cities offer this stay away, dare to do a new test drive experience. In fact, such cooperation is not just to earn money in business, but the main thing is to discuss the market, customers change to meet the needs of the consumer experience, in order to better optimize the service.

Reporter: In the Chinese market, GT products are generally complementary to the main marketing vehicle, such as the BMW 3 Series , 5 Series. So, MGGT brand positioning is how, its sales expectations is how, and how to promote the progress of sub-network distribution channel dual brand? In addition, the ability of the sales proportion of new listing MG GT 2 models do look estimates?

Lin Jiayu:

MG GT product positioning, is a high-performance Chevrolet fashion, young GT. MG GT prices are consistent with such a product positioning. As we all know, MG in the past few years, a series of products, A-class cars are the main products, therefore, in the occasion of the 90th anniversary of the MG brand, launched MGGT, for MG, this represents another one of its MG brand new mileage monument , but also represent the MG brand in the SAIC truly a heritage brand history genes.

In the past, the MG kingpin products, consumers tend to be more recognition of its appearance, but from the second half of last year, MG launched MG61.8T models and MG5 1.5T models, therefore, MG's Turbo Series models sold far more than the proportion of other brand . Therefore, at present, the market for MG GT high degree of concern.

Members of the MG GT performance are to be seen, while SAIC MG dealers also listed on MGGT made careful preparations. In addition, previous experience together with many friends in the media are the MG GT and disseminated real advantage on its powertrain. Therefore, before the Spring Festival holiday season, I believe there will be more 80, 90, after the consumer experience MGGT and fell in love with this car, catch the car drove home, had a stylish GT Year.

Yujing Min:

Listed ago today, we have started to promote the marketing efforts. MG GT began in October 10 book sale, today listed so far has accumulated 3,000 orders. My heart is very emboldened today's prices, because there are three thousand orders, the dealer gave us a very intense feedback, hope to launch the main MG Chevrolet has a competitive price. In the pre-sale stage, 3000 car orders, industry experts can give comment. Today MG GT pricing, vendors must be our desire Kingpin models. This segment in the domestic market, MG GT is the only representative of the sports car, and a listing of the two turbo models, do not have a second home. This is our brand and the car brand, interact with the user's choice.

Reporter: There is a problem with regard to aspects of the channel.

Yujing Min:

I was responsible for SAIC passenger car sales, not only MG marketing, there are majestic marketing. Dealers also sales of the two products. In further promote independent operators in the process, the relationship between us and the dealer is absolutely friendly collaboration, will discuss with each other. Where each dealer market, as well as their ability to have, we have to consider, but the independent brand is unwavering.

Reporter: In the UK, MG still has very loyal fans. If you can light up the MG brand, and that is really quite rare. MG and Roewe is not it will increasingly take the difference of the road, whether it will be more emphasis on SAIC MG brand?

The second question, I am concerned about SAIC network planning, see MG GT continuity planning has been very, every day a new movie out, why is there such a network planning model, SAIC internal assessment that this post Time effect how?

The third issue, from the budget point of view, efforts to promote a joint venture of SAIC brand passenger cars did not budget so much, people are naming, you cooperate with a Hi fact is that both sides win, the budget may not be particularly large. In this very competitive market, the budget is not particularly large, to increase sales effect may not be great. How would you do next?

Yujing Min:

The degree of concern MG brand in the world, I know. We have a child is doing MG, at their own expense travel to Greece, there is a mayor said, you are from SAIC, do MG's, thank you, the Chinese people can continue to MG well, I must ask you to dinner, Because I love MG. So, this passion is very important. This brand has a good history and development of the root causes of endorsement, but also because of this, we called MG GT.

SAIC MG brand value, does not mean we do not value for Roewe. At that time, we first want to buy the Rover brand, but Ford reluctant to sell, after all, there are many considerations in this matter, this cooperation among them, there is competition. Now the world do not have the Rover, who is closer to the Rover? That is majestic. MG conditions are relatively better, is authentic. Previously, I was responsible for the Group's overseas operations, which have a main job is to promote the development of MG in the world, we have successfully promoted because there brand support.

SAIC brand is undervalued, not to be underestimated users, media, friends, spectators, corporate brand value but professional organizations test has been underestimated. Our well-known brand, our image is very good. In my work experience, too, because in the course of three years overseas operations, and continue to have partners overseas, value our strengths, but also about the image, they are very willing and SAIC to develop strategic and sustained cooperation.

SAIC said more than enough money, mainly for SAIC is not big enough to worry about sales, revenues are not enough, not so much money invested. But SAIC strength, willing to invest in their own brands. SAIC is a state-owned holding company, our Chinese dream must have Chinese industrial dream, the dream is definitely industrial automotive powerhouse dream car brands must do. Independent brands like how even better, we will have an international brand benefit is not how much money you spend, but what kind of experience for target customers.

We now live in a communications environment, is absolutely not the case five years ago, and now more interactive information and experience the difference, since the media is also developing. In the Internet era, fans of power should not be underestimated. We have been talking about a very good asset MG history, for example, today we highlight the MG club. There are others which brand worldwide, there is such a club like MG it? This year is the 90th anniversary of the MG, MG club next year is the 85th anniversary. Next year, the world will return to China MG club events.

Lin Jiayu:

Everyone's attention to the MG on the network has to share content and ideas. In fact, from October 10, 3000 up to now have been listed on the order, which also reflects the consumer market for MG attention and feedback. Today you highlight concerned about this point for us is a very good assessment of the teacher to see and share the media we make efforts. Thank you for your interest in our MG GT's! MG GT is a new term, we need a new way to help people remember the MG GT.

Yujing Min:

You say that we do before the spread of a series of content, in fact, SAIC Motor team very hard. We are also thinking about the content of continuity for customers to communicate with you, to have interactive feel. I read a book called "power speech" core words that do not care what you talk about, and care about you to talk to hear something. Heard nothing more important for us, so to continuously communicate, rather than speaking of the engine today, and tomorrow speak vehicle styling, acquired speaks of history, that's what I was saying unilaterally. So, we do interact. Although interactive pretty hard to do, but I hope the effect a little better.

Reporter: MG brand is now to shift in terms of performance, SAIC's new MG GT, equipped with SAIC and GM launched the joint research and development of next-generation powertrain, including a series of related engine, then ask MG brand's models, future whether to continue to build and provide the best combination of power, and what the future force planning? The second question, before next year's MG SUV to be listed, and revealed a 2.0T engine, this SUV is not the new generation of power portfolio, specific time to market is how much?

Chu Jian:

Our powertrain can use four words to describe: Revival, brilliant. Revival means that SAIC can have a combination of today's power, not an overnight thing, several years ago, SAIC spent heavily invested in the powertrain. SAIC seems to do great Chinese independent brands, we should have a very strong powertrain, and the United States and Europe in order to compete. It is because of the spirit of hardships to bring the ultimate driving experience and fuel economy for consumers.

The "brilliant" performance SAIC future powertrain configurations on the rich, every year there will be a good new product launch, they will be very suitable for young consumers, suitable for Chinese consumers.

Powertrain just mentioned, there are a lot of direct injection displacement , in addition to 1.4T, our future will certainly be more powerful, economical model release.

About SUV, SAIC next year will launch the most heavyweight SUV, MG brand will bring you a very good driving experience. The SUV will be released in the first half of next year, I hope you continue to focus on SAIC This high-performance, very nice SUV.

Reporter: I particularly would like to share a story. Late last year, I visited a factory SAIC recognize a worker, before he was public service maintenance staff. He thought into the business will have better development space, chose to come to SAIC, the last to do quality control supervisor. I asked him except what SAIC's car favorite car, he said: "I do not like any other car, I would like to SAIC's car." Because he personally checked after every car, inner feelings are different, but for consumers, they are not so easy to please. Yu always ask, do not understand the SAIC or MG GT consumers, how touched them? Consumers like to know how to make people like SAIC, about this brand? Prior to the promotion of the MG brand, whether done market research, specific research methods, what is?

Yujing Min:

If the user does not know the MG brand, SAIC does not know there is such a very good MG GT, it is difficult to make contact with him. But after contact, we will build a good relationship.

Each enterprise will the pursuit of speed and scale of development. But SAIC has been uphold quality culture, quality of resources, quality of efficiency, quality development, to sustainable development, which is totally brand strength. Brand history is to do at each point. SAIC's customer is god, and we work together to build the MG brand. The brand does not belong to the investors belonging to the SAIC team, but belongs to all partners SAIC and all users.

Lin Jiayu:

Do a good job of marketing the most important is to understand the needs of users. Now preparing a new product to market, compared to traditional research and many years ago there are many different. The way consumers receive information has changed, not just spend a lot of money to do some type questionnaire, qualitative type of analysis, this is just one part. SAIC MG existing owners need to ensure that, as well as changes in demand for Class A market crowd China's auto industry now, including young buyers, especially first car population needs change, we learn from these experiences through the various links. We SAIC team, a lot of people is 80, or even 90, they themselves are in automobile consumption stage. Such a young team to understand the needs of consumers, because they understand their needs and work together to build the MG brand, and spread the brand.

Reporter: Chen Hong of the total raised this year, "strong independent brand" strategy, then the MG GT for MG brand, what is the strategic significance of SAIC SAIC what their expectations are responsible for the task?

Yujing Min:

SAIC SAIC officially released the brand slogan "fall in love with cars, navigate the world" and therefore listed MG GT special occasion. SAIC MG brand cars sold worldwide, while MG GT and the next year it an SUV quickly in the global marketing promotion.

patpending wrote:Interesting. The "GT" badge clearly means something.

Are the "80, 90" people the young drivers born from 1980 to 1996?

Windy wrote:

patpending wrote:Interesting. The "GT" badge clearly means something.

Are the "80, 90" people the young drivers born from 1980 to 1996?

I assume that the 90s go up to the end of 1999 although the last few may not be actually buying one for a few years, you can still target them with the marketing.

As we all know, there are several star model called the MG GT history. Those who can be called "GT" model, is bound to have a GT model characteristics. Whether from the shape of the GT range of children, or whether it's "GT heart" and GT spirit, with these MGGT to become the fourth generation of the new MG GT.

patpending wrote:
I wonder what the three star MG GTs are? MGB GT.... and....?

I see the MG GT does 48mpg.

Each generation of the MG GT models, all with the classic era of fashion writing. 1965, MGB GT with first-class design, and both car-like comfort and sports car -like performance, stunning the world, was "Encyclopaedia Britannica" included becoming GT model. 1967, with a new 3.0L inline 6-cylinder engine , 193 km per hour speed, MGC GT became a wagon full of fun, not only won awards for a series of events large and small, the MG brand, also won by Royal collection of awards. The 1973 MGB GT V8, uses a V8 engine, the speed can easily reach the speed of 200 kilometres of track laid MG gene. 2014, I believe MG GT capable predecessors, with a strong power, excellent handling, intelligent vehicle technology, setting off a wave of new MG.

http://www.mguk.org/t1339-the-14turbo-sge

patpending wrote:
yes, and with the Maxus we add "00, 10" people to pester Mummy and Daddy to buy a cool one!

G10 's name, meaning GOL DEN 10 YE AR S, SAIC Chase hopes G10 can do for Chinese listed MPV market brings next golden years, more consumers coming golden years. With superior performance accompanied by the user closer to their dreams, from success to excellence , move to the next golden years.

Windy wrote:Not sure where you saw 48mpg, but until it goes through Euro testing to get an average figure from both directions on a test track that runs downhill both ways, you shouldn't compare Chinese figures with EU figures for other cars!  The Chinese figures tend to be achievable in real life as long as you do constant speed on the highway.

patpending wrote:

Windy wrote:Not sure where you saw 48mpg, but until it goes through Euro testing to get an average figure from both directions on a test track that runs downhill both ways, you shouldn't compare Chinese figures with EU figures for other cars!  The Chinese figures tend to be achievable in real life as long as you do constant speed on the highway.

It said 5.9l - which in 2014 is no longer the brilliant figure it would have been in 1984 *before* reducing the claim!