Model also means example, and that is what MG has made out of its SUV model, HS. The remarkable SUV showcases the high expectations MG has of itself and the high value its customers have come to expect. In this article, we look at how their intent is trickling down the MG model range, or across to be precise, with glimpses of a vision, if not a replica of it. (Makes one wonder if HS doesn’t really mean “high standards”?)
MG ZS, the compact SUV in the MG range
When I started reviewing cars, I had the advantage of being arguably the first ever automotive blogger in the Middle East. However, before I soon became a part of many ‘official top blogger lists,’ getting test cars officially wasn’t that easy! The acid test came when a German brand, justifiably, asked for a presentation of my credentials – from what my plan and purpose were to where did I see this endeavour in the future. In other words, they wanted a vision of my future as I saw it.
In any manifesto or lofty proposition, you can see two aspects – a display of intent and a display of proof. Agreed, many of the features in the MG SUV cabins are merely an expression of intent that continue to return with proof in the short and the long run. The torque-rich engine, multi-functional steering wheel, rear differential lock, automated driver assistance, a camera that gives you surround vision while you are driving, a cabin air purifier, an electric drivetrain… in varying degrees, they are all representative of MG’s future and better still, its present. Besides, the very fact that MG has put them in front of customers in the first place, shows their confidence and that, for an automotive marque, is a virtue that (re)builds a brand. The same confidence prompts them to offer a credible six years or two hundred thousand kilometers warranty!
WATCH THE ALL-IN-ONE VIDEO REVIEW OF THE MG SUV RANGE or watch it when you finish this article.
For making it better, it first needs to be there.
Agreed, quality promises seep across the rest of the model range at varying pace. While they have inspired real leather stitching on the RX5 dashboard and the reassurance of a differential lock button on the HS console, the manual air-conditioning ‘tuner’ can still be seen as a vestige from the past or the suspensions could need more tempering to achieve greater off-roading comfort.
Everything isn’t picture perfect – like the backup camera for instance. The guidelines and distance reader serve the purpose but the view could have been better in dimmer light. The thing with cameras is that even the biggies, and I mean real biggies who have a hundred years of burning desire shaping them, hadn’t got it quite right for a long, long time. In favour of the MG HS, I should add that the ‘model’ got its camera right – it is the best in the entire range.
MG RX8, the flagship SUV from MG Motors
HS, the icon of an evolution
From the marketing point of view, the relevance (and convenience) of having a showcase model cannot be overstated – especially at times when budgets are being spread too thin. An ‘exemplary model’ isn’t new theory or practice. In the recent years, Audi and Volkswagen have done it with the e-tron concept and ID. Vizzion respectively. Nissan has been doing it with Ariya. However, if you notice, all these showcase a future brand ideal rather than an everyday brand-check in metal and mass. That is where MG differs.
Individual models also come into focus when car brands choose to stagger the introduction of technologies across their range – like how Mercedes introduced their cabin interface “Hi Mercedes!” in their A-class first. A closer example for assigning pre-eminence to a model may be seen in the 2014 launch of Mazda 6, where new standards of driving was introduced to the segment through the much-touted SkyActiv technology (which was already launched in 2012 with the new model CX-5). Mazda did it again when Kodo, their seminal design ethos was applied to the new Mazda 3, which is unsurprisingly the incumbent winner of the World Car Design award.
The console of RX5, midrange SUV
The good thing is, this revolution is realistic!
However, in the case of MG Motors, there are a few differences. First, it is about how HS has been put together – how it has been bundled. It is not a standalone technology component or design philosophy that is getting branded as iconic. If it were so, it could have been seen as presumptuous, or premature at least! Second, the car upgrades expectations not only by offering more but also by offering better – just look at the refined leather and brushed aluminium in the cabin to see what I mean, or the air particulate filtering technology that gives the air-conditioning an edge. Third, and most important from a visionary point of view, is the recognition of its individuality by the brand itself. Look at the bold font and fiery transformations of the dashboard graphics of HS to know what I mean. Even as you wonder if the grille or the headlamps aren’t somewhat familiar, you still can’t take your eyes off them. Or look at the sheer audacity of that large red Super Sport button at your right thumb, or the race-styled bucket seats that tuck you in tight – come on, we all know it isn’t a Porsche but remember what I said about ‘intent’!
The signature font and bold instrument panel of MG HS
Ultimately, it is through this intent for satisfaction that overwhelms the price, and a refined design sentiment, that MG expects to make a great first impression, the second time. Remarkably, MG has succeeded in keeping their flagship RX8 and their electric car ZS EV under 100K at launch. It speaks volumes for a brand’s aggressive approach and elevated vision at once. In taking this bold step, it compels segment rivals to improve their value offering – just as expected of a trendsetter.
Watch the video for more insights on how MG is running the campaign of transformation with HS as its flag-bearer. It also gives you a fair first glimpse of the entire range of SUV models from MG Motors.
