MG targets more youthful buyer with launch of new supermini

BIRMINGHAM-based MG UK has launched its latest supermini, the MG3, which it hopes will attract a much younger buyer to the brand.

The styling and marketing of the car makes it obvious that the company has a different customer in mind than its typical buyer.

The car has been designed by the team at Longbridge and the MG3 is the second in a new generation of MG vehicles, following the MG6, to leave the assembly line at the Birmingham factory.

Customers will be able to personalise both the exterior and interior of the new car, which MG said would make it fun to buy and own.

The company said in its launch statement: “MG3 is a distinctive statement of modern British style designed to target young and style conscious buyers, wanting something that’s different from anything else in the market.

“The MG3 is all about style, fun and offering customers the ability to personalise the car. With three trim levels, 10 colours and a range of at least 10 graphic packs, they will be spoilt for choice! The combinations are almost endless.”

This is a major departure from the firm’s traditional marketing approach but is indicative of a trend set by the likes of BMW with its new generation Mini.

Whether it can capture a piece of this very competitive market will be key to the vehicle’s success. The volumes produced at Longbridge are tiny compared to the factory’s heyday and its share of the domestic market is reflected by this.

MG used the launch of the new car to mark the official opening of its European Design Centre, which has more than doubled in size just three years after the original design studio opened.

The expansion is part of a £500m investment in the UK operation by Chinese parent, SAIC Motor.