Last week, NAC showed off its new MG line-up, which is really the old recycled MG line-up. That’s a bit unfair, but the new MG 7s are nearly facsimiles of the old MG ZT and Rover 75 (the MG badge sits uncomfortably on a grille made for the old Rover Viking longship badge in the case of one model), and there’s not much difference between the old TF and the new TF.
The new website is promising though. While all in simpliﬁed Chinese, it shows some respect for the MG heritage. Unlike SAIC’s Roewe website, which has a strange interpretation of various amalgamated western traditions (in fact, it is a Chinese parodic idea of the west), MG’s new masters have essentially carried on the Cecil Kimber tradition but in a different language. If it had not been for the MG Rover collapse in 2005, you would think that this was merely the MG China website. Its print brochure goes on about the MGB and other classic models, while the website even has a timeline that mentions BMC, British Leyland and BMW.
And this is why I keep thinking little NAC may be the David to SAIC’s Goliath, because of its understanding of brand values. Roewe is a pisstake from Day One, while MG is MG. Look at the site: graphically, there’s not even a northern Chinese accent. That must frighten SAIC, so much so that it is still arguing over the rights to the Rover 75 model. The Roewe 750 could be the better car, thanks to Ricardo’s input, but no one will care as NAC establishes MG dealers worldwide, especially in British Commonwealth countries. Posted by Jack Yan, 00:16
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