With over 100,000 cars already sold in the Indian market, MG is now a well-established brand in the country. We speak to Gaurav Gupta, CCO, MG Motor India to figure out how they’ve gained customer acceptance in a market that’s known to be harsh towards new brands.
Establishing a new brand in India is always a challenge. You’ve done it so successfully, so how has the journey been to 100,000 units?
Our purpose-driven brand’s journey has been filled with milestones and centred on constant innovation, experiential customer service, and a dedication to sustainability and community. We have introduced India’s first Internet SUV – Hector, India’s first Pure Electric Internet SUV – ZS EV, India’s first Autonomous (Level 1) Premium SUV – Gloster and MG Astor – India’s first SUV with a personal AI assistant and Autonomous (Level 2) technology.
As a brand, we have also focused on diversity and inclusion in the operation. At present, we have a 37% female workforce and aim to achieve 50% by Dec 2023. Along with that, customers, partners, and employees have been at the core of MG’s operations. As a testament to its commitment to customer delight through its products and on-ground experiences, the brand was recently ranked No. 1 in 2021 J.D. Power’s India Sales Satisfaction Study (SSI) and India Customer Service Index Study (CSI). We have also secured the second position in dealer satisfaction among mass-market four-wheeler brands, as per the Federation of Automobile Dealers Associations (FADA). Based on the brand’s focus on leadership development, culture, maximizing human potential, and creating a diverse workplace, we have recently been certified as a ‘Great Place To Work’. We are humbled as we reiterate our commitment to using our products and initiatives to make a positive difference in mobility and the community.
You were one of the first brands to launch a relatively affordable EV in the country. What has been the customer feedback on the ZS EV? Is the future electric?
MG Motor India has been at the forefront of bringing innovative technology and solutions to the country. We launched the ZS EV – India’s first pure electric internet SUV in 2020 when the EV industry and the consumer mindset were at a nascent stage.
ZS EV has been a global success in key markets, including the UK, Europe and Australia. The demand for ZS EV has been encouraging since its launch in 2020 in India. The all-new ZS EV continues to garner a strong customer response with over 1,000 bookings month on month, representing growing recognition of MG’s initiatives towards sustainable mobility. MG continues to take concrete steps toward strengthening the EV ecosystem and enhancing electric mobility adoption, with a vision to build a sustainable future in India. We expect to achieve 25% of the total sales from the new ZS EV and the upcoming EV, which will be priced between ₹10 – 15 lakh. With the new EV, MG will attract buyers who are looking for a ‘Smart Urban Mobility Solution’.
After-sales and ownership experience are always a challenge in India. What has been your strategy to tackle these critical areas?
Our innovative product portfolio demonstrates our commitment to putting customers first. Since the beginning of 2019, MG Motor India has launched four products to meet the needs of today’s customers. MG has always been dedicated to going above and beyond for its consumers and providing a convenient ownership experience.
At MG, we understand that everyone has different requirements from their car. This philosophy helped us introduce ‘My MG Shield’, a first-of-its-kind personalised car ownership program that helps customers choose their desired after-sales requirements depending on their preferences. The program is aimed at providing transparency in transactions and ensuring complete peace of mind for customers. The program also helps our customers step into a new era of hyper-personalisation, with 200+ options to choose from.