Is MG ready for a long drive in the UK?

MG, the formerly British car brand now owned by China’s SAIC group, is experiencing solid growth in Consideration scores in the UK. According to YouGov BrandIndex, Consideration – which is a measure of the share of people who say they would think about purchasing a certain brand when they are next in the market – has grown from 2.3% to 4.6% over the past five years.

But what’s driving this growth in consideration rates in an automotive market as competitive as that of the UK? Perhaps it has to do with the perception of value associated with the brand’s latest offerings. The net Value score for the brand has risen from -2.7 to 1.1 over the same period.

What’s surprising however is that the brand has achieved the growth in Consideration even as its Awareness rate has dipped markedly, from 84.1 to 77.9. But average Ad Awareness has inched up from 0.9 to 2.4. This is probably indicative that the spend on marketing efforts from the brand are helping drive a tangible growth in those willing to consider purchasing from the brand.

But for brands looking to convert consideration into sales opportunities, it is important to gain a deeper understanding of the target audience. Consumer intelligence collected via YouGov Profiles can be instrumental in that effort.

So what are these MG considerers looking for from their next car purchase?

Data on prospective vehicle purchase preferences in the UK highlights distinct preferences among general consumers compared to those considering MG as a brand. Overall, petrol remains the most popular choice for future vehicle purchases, with 69% of all Brits preferring it, closely followed by 68% among MG considerers. However, MG considerers show a stronger inclination towards hybrid and electric options compared to the general population.

41% of MG considerers are interested in full hybrids, surpassing the 30% among all Brits. Similarly, 33% of MG considerers are leaning towards electric vehicles, compared to 24% of all Brits. Plug-in hybrids also see a notable difference, with 31% of MG considerers showing interest versus 16% of the broader population. Diesel interest, however, is slightly lower among MG considerers (22%) than the general UK population (27%).

How much are they willing to spend on their next car purchase?

Most UK consumers are planning to spend under £30,000 on their next car, with 72% of the general population and an even higher 80% of MG considerers indicating this preference. In contrast, only 21% of all Brits and 11% of MG considerers expect to spend more than £30,000. Additionally, 7% of the general population and 9% of MG considerers are uncertain about their budget.

This data highlights a strong preference for more affordable options among UK consumers, particularly those considering MG as their next vehicle purchase.