Posts tagged ‘SAIC’


Autocade reaches 20 million page views

26.07.2020


Above: The 4,243th model entered into Autocade, now on 20,008,500 page views: the Maxus G50.

Autocade’s passed the 20,000,000 page-view mark, sitting on just over 20,008,000 at the time of writing, on 4,243 models entered (the Maxus G50 is the newest), an increase of 101 models over the last million views.
   As it’s the end of July, then it’s taken just under four months for the site to gain another million page views. It’s not as fast as the million it took to get to 18,000,000 or the previous million milestone.
   To be frank, the last few months have been a little on the dull side for updating Autocade. No Salon de Genève meant that while there were new models, they weren’t all appearing during the same week at one of the world’s biggest car shows. And it’s not all that interesting talking about another SUV or crossover: they’re all rather boxy, tall, and unnecessary. If COVID-19 has taught us anything, it’s that we have certain behaviours that aren’t really helping our planet, and surely selfish SUVs are a sign of those?
   I don’t begrudge those who really use theirs off-road, but as a statement of wank, I’m not so sure.
   So many of them seem like the same vehicle but cut to different lengths, like making cake slices and seeing what remains.
   During the lockdown, I put on a bunch of older models, too, which made the encyclopædia more complete, but I imagine those who come to the site wanting data on the latest stuff might have been slightly disappointed.
   It does mean that we didn’t see much of an increase in traffic during lockdown here, but the opposite.
   As is the tradition on this blog, here was how the growth looked.

March 2008: launch
April 2011: 1,000,000 (three years for first million)
March 2012: 2,000,000 (11 months for second million)
May 2013: 3,000,000 (14 months for third million)
January 2014: 4,000,000 (eight months for fourth million)
September 2014: 5,000,000 (eight months for fifth million)
May 2015: 6,000,000 (eight months for sixth million)
October 2015: 7,000,000 (five months for seventh million)
March 2016: 8,000,000 (five months for eighth million)
August 2016: 9,000,000 (five months for ninth million)
February 2017: 10,000,000 (six months for 10th million)
June 2017: 11,000,000 (four months for 11th million)
January 2018: 12,000,000 (seven months for 12th million)
May 2018: 13,000,000 (four months for 13th million)
September 2018: 14,000,000 (four months for 14th million)
February 2019: 15,000,000 (five months for 15th million)
June 2019: 16,000,000 (four months for 16th million)
October 2019: 17,000,000 (four months for 17th million)
December 2019: 18,000,000 (just under three months for 18th million, from first week of October to December 27)
April 2020: 19,000,000 (just over three months for 19th million, from December 27 to April 9)
July 2020: 20,000,000 (just over three-and-a-half months, from April 9 to July 26)

   Unlike the last entry on this subject, the Alexa ranking stats have been improving, despite the slow-down in traffic.

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Posted in cars, China, internet, media, publishing | No Comments »


Z cars

11.03.2020

I did say I’d blog when Autocade hit 4,100 models, which it did yesterday. Proof that the hundredth milestones aren’t planned: the model was the Changan Zhixiang (長安志翔 or 长安志翔, depending on which script system you prefer) of 2008, a.k.a. Changan Z-Shine. A less than stellar car with a disappointingly assembled interior, but it did have one thing many period mainland Chinese cars lacked: a self-developed engine.
   It shows the nation’s quick progress. The Zhixiang was Changan’s (back then, we’d have written Chang’an) first effort in the C-segment, after making microvans, then A-, then B-segment cars, with quick progress between each. The Changan Eado, the company’s current C-segment sedan, might still be rather derivative, but the pace of improvement is still impressive.
   After 1949 through to the late 1970s, Chinese cars in the PRC were few in number, with mass production not really considered. The first post-revolution cars had panels that were hand-beaten to the right shape in labour-intensive methods. Some of those cars borrowed heavily from western ones. Then came licensed manufacture (Jeep Cherokee, Peugeot 504, the Daihatsu Charade at Tianjin) as well as clones (Citroën Visa, SEAT Ibiza). By the 1990s some of these licensed vehicles had been adapted and facelifted locally. The PRC started the new century with a mixture of all of the above, but by the dawn of the 2010s, most Chinese press frowned upon clones and praised originality, and the next decade was spent measuring how quickly the local manufacturers were closing the gap with foreign cars. It’s even regarded that some models have surpassed the foreign competition and joint-venture partners’ offerings now. Style-wise, the Landwind Rongyao succeeds the company’s (and Ford affiliate’s) Range Rover Evoque clone, the X7, with a body designed by GFG Style (that’s Giorgetto and Fabrizio Giugiaro, the first production car credited to the father-and-son team’s new firm) and chassis tuned at MIRA. The Roewe RX5 Max is, in terms of quality, technology, and even dynamics, more than a match for the Honda CR-V—a sign of things to come, once we get past viral outbreaks. Styling-wise, it lacks the flair of the Rongyao, but everything else measures up.
   But the Zhixiang was over a decade before these. Changan did the right thing by having an original, contemporary body, and it was shedding Chinese manufacturers’ reliance on Mitsubishi’s and others’ engines. To think that was merely 12 years ago, the same year Autocade started.

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Could this happen one day at GM?

22.02.2020


The MG line-up in New Zealand. Could it be part of a bigger portfolio of brands later this decade?

In the context of what has happened with Holden, and Peter Hanenberger’s thoughts on the direction of GM, I wonder how far away we are from seeing these headlines:

Cash-strapped GM sells passenger car brands to SAIC to focus on trucks and SUVs

and:

SAIC builds passenger-car brand portfolio with Wuling, Baojun, Chevrolet, Roewe, MG, Buick and Cadillac

You can almost think of MG as Pontiac and Roewe as Oldsmobile … With the decimation of the GM line-up globally, and the segments they no longer field (e.g. C-segment cars in many markets), will they even have the investment needed to sustain the car brands?
   I know they are saying this was all necessary to fund the electrification of the range and autonomous tech, but isn’t this the same company that nixed the EV1 and failed to make the Volt a Prius-beater?
   The Chinese state wasn’t about creating “Chinese Leyland” when they forced SAIC and NAC to merge. They had much grander plans.

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The death of Holden

17.02.2020

GM pulled out of Russia and India, so with hindsight, those of us Down Under, with a far smaller total population, shouldn’t have thought we were particularly special.
   Even where GM remains, such as South Korea, there’s a broken model range, with a big gap where the Cruze used to be.
   It’s becoming apparent that GM, with no more right-hand-drive markets to cater for, will be a company that only offers full lines in China and the Americas.
   Some GM-watchers have been calling for the demise of Holden for years, just as they had called for the deaths of Oldsmobile and Pontiac years before. But as I argued in a letter published in the (also-defunct) Condé Nast Portfolio, each brand occupies unique territory, and, had they not been diluted, could still appeal to certain buyers that more mainstream ones, e.g. Chevrolet, cannot reach.
   Holden was always a tough case in Australia, where we noted it was very tied to nationalism. Once local manufacture finished, its sales plummeted.
   It wasn’t the case in New Zealand, where all cars had been imported for decades and we never had the sense that Holden was our ‘own car’. However, GM New Zealand (as it then was) had created a handful of Holdens unique to this market that the Australians never saw. Once upon a time, it was a more independent beast.
   When Holden ceased Australian manufacture, sales didn’t drop the same way in this country. With Kiwis loving entries in the CD market, the Commodore isn’t an uncommon sight, and remains the choice of the police.
   But the same argument of economies of scale applies to New Zealand, a country with a population of five million: GM had no desire to allow this country much wiggle room compared with Australia. Whatever happened there would necessarily happen here.
   Those 600 jobs that are going include redundancies in New Zealand.
   Over the years it had seemed Holden was on life support. There was a golden age where the HQ series and its derivatives flew the Holden flag high, but after the oil crises, there was a real possibility the company could have bit the dust in the mid-1980s, becoming an import-only operation.
   A plan circulated within GM to replace the top Holdens with Cadillacs, while the rest of the range would be made up of cars from around the GM empire—which, in those days, included Opel and Isuzu.
   But the Australians won the day and the VN Commodore got the green light. By the end of the 1990s, Holden was in great shape, including an export programme for cars based off the VT Commodore.
   You could say history repeated itself with the global financial crisis in the late 2000s—where GM, keen to continue, asked for US$50,000 million from the US taxpayer. But perhaps more importantly, it sold the controlling stake in its venture with SAIC of China to its Chinese partner for a mere US$85 million. That was one deal that allowed GM to raise funds elsewhere, but it also saw the beginning of a technological transfer to China. Even after GM bought back the share, SAIC would get control of the JV’s sales’ company.
   Numerous SAIC cars were built on GM platforms—the Roewe 950, for example. Cars made by GM ventures began appearing with SAIC-owned brands—the MG Hector in India, a rebadged Baojun 530, for one; it also appears as the second-generation Chevrolet Captiva in some other markets. Once upon a time GM might have earned a royalty for any car built on its tech, but it’s unlikely here as the two companies share in the profits.
   While SAIC hasn’t succeeded with MG Down Under, you notice more of a push these days, and it has already made an impact in New Zealand with the Maxus commercial line-up, rebadged LDV. Export sales aren’t a big deal for the Chinese giant, but with the Chinese economy slowing, they could be eyeing up more international markets.
   With SAIC keen to get more of the action for themselves, GM’s operations in many of its outposts became irrelevant.
   Holden held on for dear life and arguably had one of its more competitive ranges for years—but in this context, GM might not have had much choice.
   It has little to do with the consolidation of markets and all to do with much higher-level strategic decisions. After all, hardly anyone in China will have grown up with idea of Holden being Australia’s own car.

This post also appears in Drivetribe and Lucire Men.

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Posted in business, cars, China, New Zealand, USA | 2 Comments »


Baojun doesn’t scream ‘premium’ and ‘next-gen tech’ to me

10.10.2019

I have to agree with Yang Jian, managing editor of Automotive News China, that Baojun’s new models ‘obviously’ failed to reverse the brand’s sales’ decline.
   It is obvious given that the vehicles are priced considerably above the previous ones, and despite its next-gen tech, there’s no real alignment with what Baojun stands for.
   There might be a new logo (débuted January 2019) but GM expects that this, the new premium products, and (I would expect) other retail updates would undo nearly nine years of brand equity.
   The associations of Baojun as an entry-level brand run deeply, and the new models are like, if you’ll pardon the analogy and the use of another car group, taking the next Audis and sticking a Škoda badge on them. Except even stylistically, the new Baojuns bear little resemblance to the old ones—they’re that radical a departure.
   I wonder if it would be wiser to keep Baojun exactly where it was, and let it decline, while launching the new models under a more upscale GM brand, even one perceived as ‘foreign’ or ‘joint venture’ by Chinese consumers.
   DaimlerChrysler made the mistake of killing Plymouth when it was surplus to requirements, then found itself without a budget brand when the late 2000s’ recession hit. Chrysler, once the upper-middle marque, had to fill the void.
   There’s a reason companies like GM and Volkswagen have brands spanning the market: they feed buyers into the corporation, and there’s something for everyone.
   And while it’s possible to move brands upscale, creating four lines where the base model prices exceed the highest price you have ever charged for your other base models is just too sudden a shift.

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We’ve been here before: foreign-owned media run another piece supporting an asset sale

04.05.2018


Clilly4/Creative Commons

I see there’s an opinion piece in Stuff from the Chamber of Commerce saying the Wellington City Council should sell its stake in Wellington Airport, because it doesn’t bring in that much (NZ$12 million per annum), and because Auckland’s selling theirs.
   It’s not too dissimilar to calls for the Council to sell the Municipal Electricity Department a few decades ago, or any other post-Muldoon call about privatization.
   Without making too much of a judgement, since I haven’t inquired deeply into the figures, it’s interesting that the line often peddled by certain business groups, when they want governments to sell assets, is: ‘They should run things like households, and have little debt.’
   This never applies to themselves. When it comes to their own expansion, they say, ‘We don’t need to run things like households, we can finance this through debt.’
   The same groups say that governments should be run more like businesses.
   However, their advice is always for governments to be run like households.
   Has it escaped them that they are different beasts?
   I wouldn’t mind seeing government entities run like businesses, making money for their stakeholders, and said so when I campaigned for mayor.
   Doing this needs abandoning a culture of mediocrity at some of those entities. Some believe this is impossible within government, and there are credible examples, usually under former command economies. But then there are also decent examples of state-owned enterprises doing rather well, like Absolut, before they were sold off by the Swedish government. If you want something current, the Shanghai Automotive Industry Corp. is one of the most profitable car makers on the planet.
   The difference lies in the approach toward the asset.
   But what do I know? I come from Hong Kong where the civil service inherited from the British is enviably efficient, something many occidentals seem to believe is impossible—yet I live in a country where I can apply for, and get, a new passport in four hours. Nevertheless, that belief in inefficiency holds.
   Change your mindset: things are possible with the right people. Don’t be a Luddite.
   And therein lies why Stuff and I are on different planets.

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Selling Opel: what’s good for China is good for General Motors

15.02.2017


Above: The Opel Astra K: on the roster.

I’m not so sure that GM going into talks to sell Opel and Vauxhall to PSA (Peugeot–Citroën) is that big a surprise.
   We obviously hold a lot of nostalgia for these brands, and it’s only right that we perceive GM as selling its family jewels. Opel has made some great cars over the years, and Buick in China and the US, Vauxhall in the UK, and Holden in Australia rely on this division to provide it with product.
   But it wasn’t long ago that I said I foresaw the next Holden Commodore being a four-door booted model based on a Chinese Buick Regal that’s on the same platform. While I’ve been proved wrong with scoop photos and inside information from journalists in the immediate term, longer-term this doesn’t look so far-fetched, in a future where Peugeot owns Opel–Vauxhall and GM has no choice but to consider Chinese sourcing seriously.
   Therefore, GM isn’t thinking that it’s selling off the family jewels, at least the GM where Chinese partner SAIC is overwhelmingly calling the shots.
   What they are thinking is this: ‘We should be able to develop the whole lot in China.’ They weren’t nostalgic over Holden, and they won’t be thrilled with the losses at Opel. It’s willing to sacrifice it to make its own position stronger. We’ve already seen that SAIC has called it quits when it comes to British assembly at Longbridge—that’s now all done back in China.
   There’s been such a massive technology transfer from the US to China over the last few years that Europe is seen as surplus by the folks in Shanghai. They have all the platforms on which they can make products globally. They may even, rightly or wrongly, think that the remaining brands can get them into Europe, even if GM had pulled its Korean-made Chevrolets out of there.
   Holden can be used to westernize the product and the Australians have shown they can do it well.
   I’m not saying I agree with this, as a long-time Opel fan. I was looking forward to the new Commodores coming out of Rüsselsheim. The car looks the business, it’s roughly the size of the recently deleted Ford Falcon (therefore, I’m not sure why people are so upset about its size), and the majority of buyers don’t even know which set of wheels the power’s going to. I’ve got an Astra K coming in a few months at Lucire.
   What you’re going to see is GM basically being a Shanghai-run firm with China supplying global markets and the US operations kept going for their brand cachet.
   In the meantime, a hypothetical PSA-run Opel will continue with the existing plans till the end of these models’ life cycles, then China will become the manufacturing hub for numerous markets.
   SAIC already makes a load of Cadillacs, Buicks and Chevrolets for the domestic market, and they’ll want to pump them out more widely.
   They’ve also shown that they can take new GM platforms and turn them into Roewes—or old GM platforms and turn them into Baojuns.
   PSA, meanwhile, with 14 per cent controlled by Chinese firm Dongfeng, will pursue a strategy of streamlining platforms and be focused more on Europe. It could pay off as cross-town rival Renault has done well with Nissan, Mitsubishi, Samsung, Dacia and AvtoVAZ, but it won’t nearly be as secure. The two French groups have been obsessed with one another for as long as I can remember, for years spending more time rivalling each other than actually coming up with what customers wanted.
   Dongfeng may have to cough up more lolly and it could become a larger shareholder than the Peugeot family or the French government. But will it have the sort of geographical coverage that Renault has?
   That’ll be what PSA will be asking itself, knowing that it’s reasonably strong in China—but also realizing that it hasn’t been clever at creating models that can be sold globally (the current Citroën C6, DS 5LS and the DS 6 among them, sold exclusively in China). Nevertheless, there are savings to be had, though the most obvious fear is that Opel and Vauxhall will go the way of Panhard and Talbot, brands that fell into either Peugeot or Citroën’s hands over the years and become defunct at the expense of the parent companies’. Is there a desire to extend the group’s brand portfolio beyond Peugeot, Citroën, DS, the various Dongfeng lines, and the ex-Hindustan Ambassador?
   The official statement is non-committal enough and gives nothing away: ‘PSA Group and General Motors confirm they are exploring numerous strategic initiatives aiming at improving profitability and operational efficiency, including a potential acquisition of Opel Vauxhall by PSA.
   ‘There can be no assurance that an agreement will be reached.’
   In any case, we always said that SAIC was playing a long game. MG was a toe in the water. GM is the real deal.
   Controlling GM means they can do as they please, and what’s good for China is good for General Motors.

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Why the next Holden Commodore will have a traditional boot

01.12.2016


Above: The Holden Commodore SS-V, facing its last year of manufacture.

The current wisdom appears to be that when the Holden Commodore VF leaves production in 2017, it’ll be replaced by the liftback version of the Opel Insignia B. After all, the only big sedan Ford Australia’s offering in place of the now-defunct Falcon is the liftback version of the Mondeo, a car that’s wider, taller, and with a longer wheelbase than the supposedly larger Falcon. I think the crystal ball-gazers are wrong.
   I could say that the Australian and New Zealand big car buyer is very traditional and would balk at the idea of the big Holden being a hatch. But that’s not the only reason. There’s a bigger one: China.


Above: GM currently makes the Opel Insignia A-based Buick Regal in China, after initially beginning with German production.

   At the moment, China makes a version of the Opel Insignia A locally, and it’s a four-door sedan with a traditional boot. They badge it as a Buick Regal, a nameplate that’s arguably got stronger goodwill in the Middle Kingdom than in the US, even if it’s been running Stateside since Kojak drove it on the streets of Manhattan. And the Chinese like their traditional sedans: it’s a market where liftbacks aren’t kosher.
   While Holden says the next Commodore will be sourced from Germany, and the media speculate that the Germans won’t get a four-door sedan, it’s not to say that one hasn’t been developed. And we’re not exactly missing precedent for a country to tool up for a body style that isn’t offered domestically. We need look no further than GM itself, which was selling the Opel Antara into Europe, exporting it from Korea, years before the same model was available domestically as a Daewoo.
   While Australia and New Zealand will account for quite tiny numbers, you have to think about where else a Stufenheck Opel Insignia B might sell. How about the Middle East, where it could complement the Chevrolet Malibu and Impala as a sportier counterpart? Or South Africa, which would also welcome right-hand drive? Could China take some as Regals in advance of SAIC–GM tooling up for its own version? It’s all conceivable.
   There’s also a possibility that Holden will start off sourcing the next Commodore from Germany, and switch to Chinese production when the Buick Regal is ready. SAIC owns the majority of its venture with GM these days, and calls the shots. What’s good for General Motors is good for China, as the saying goes. And it could well determine that one of its plants, either in China or in Thailand, where plenty of Australasian-market cars are sourced from, could be the production site of the 2019 or 2020 model. (Korea has been ruled out already, according to The Wall Street Journal.)
   GM has switched sources mid-run before, and happily used the goodwill of German engineering when introducing a vehicle made with cheaper labour. Forty years ago, after selling German Opels for years, it began selling the Opel Isuzu from Japan: it was the Isuzu Gemini, the Japanese counterpart to the Opel Kadett C world car. The following year, 1977, the Opel Isuzu became the Buick/Opel. The Japanese origins were eventually hidden. The 2008 Regal, meanwhile, was originally sourced from Germany until SAIC was ready with its locally made version.
   In this day and age, when global-market Renaults and Fords come from Turkey, Nissans and Suzukis from India, and Fiats and Volkswagens from México, no such name changes will be needed. If the quality is good enough, ‘made in China’ won’t be that strange a concept. No one seems to have much of an opinion, or a stereotype, over ‘made in Thailand’—yet we buy plenty of product from them.
   GM isn’t likely to sleepwalk into this transition as it did pre-GFC. Then, the company was ill-prepared, prepared to splash money around on different platforms. The leaner 2010s GM will want to grab every sale it can, and I don’t think Aussie or Kiwi buyers are going to flock to the showrooms for a Commodore hatch, even if it looks like a Porsche Panamera.
   They won’t necessarily care that the new model is a better handler, with powerful engines, better economy, a lighter weight, and a decent interior. They could notice that shoulder room has gone down a fraction. There’s a certain conservatism to this market, and the idea of a hatchback just might be too foreign for this group.
   And if they can supply it, with the Chinese Buick Regal waiting in the wings, then why not maximize sales?
   When the four-door Commodore débuts in Australia next year, after its début in Genève as the Opel Insignia, the General will again have one over arch-rival Ford when it comes to big cars.

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MG SUV soon a reality: good

06.02.2014

I have to admit I get a bit bored of those crying foul now that MG will launch an SUV, one which seems to have some parallels with the Ssangyong Korando C (left).
   They say that MG should have made sports cars as part of its revival, and that the brand should not adorn a bunch of Chinese-made saloons and an upcoming SUV.
   Let’s look at a few hard facts.
   MG did make a sports car when NAC, and later SAIC, took over. It was the British TF design. And they sold fewer than 100 cars per year in the 2007–11 period, despite it being the cheapest roadster on the market in China. It wasn’t just Chinese buyers who ignored them: the TF was the first model revived at Longbridge, with very keen pricing, and hardly any Britons touched them, either.
   So if you were a business and you were confronted with decent sales of your saloon cars and dismal sales of your sports car (after building a whole new factory for them), where do you place your efforts?
   You give the people what they want.
   What’s surprising is that this is hardly unprecedented in MG history. There have been MG saloons for a good part of its existence, but right now, there are parallels with the 1980s. Then, the MGB had died in 1980, and Austin Rover decided it would launch a range of sporting saloons based on the humble Metro, Maestro and Montego. That’s no different to today’s MG range of the 3, 5 and 6—there’s even a 7, based on the old MG ZT.
   And globally, but more importantly, in MG’s domestic and key export markets, SUVs are selling strongly.
   Again: you give the people what they want.
   I was one of the very few people who wrote that I believed the Porsche Cayenne would be a huge hit at the turn of the century, and that the Porsche brand could survive such an extension. I was right.
   MG’s brand can easily be extended, given that it has had a less focused history than Porsche. At two points during its British ownership, it sold estates, for goodness’ sake—once in New Zealand, with the Montego-based MG 2·0 SL, and toward the end of the Phoenix Four era, with the MG ZT-T.
   A good deal of estate buyers now eye up SUVs, and that is simply a trend that SAIC is following.
   A sports car may follow in time. There will be a fastback based on the Auris-like MG 5, and not a moment too soon. A “proper” sports car could come if the rest of the range does well. SAIC isn’t run by mugs, and they know the heritage of the MG brand.
   MG sister brand Roewe has been voted the best in service and customer satisfaction among car dealerships, beating even the foreign-branded competition in China, while the Roewe 350 topped its class for customer satisfaction, according to the China Quality Association. The MG 3 came second in its segment.
   We’re talking about the most competitive car market on earth, and the Chinese equivalent (as far as I can make out) of the J. D. Power survey.
   Those accolades are things that BMC, BL, Austin Rover, Rover Group and MG Rover could only dream about, especially through the 1970s.
   I’d rather people give SAIC the acclaim it deserves for giving MG a decent go where the British and the Germans had failed—and for putting money where its mouth is.

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In the MG world, the Chinese understand Britishness better

20.06.2012

Take a car range that’s not selling too well, and try to pull the patriotic heart-strings to see if you can move a few.
   Trouble is, this ad for the MG 6 Magnette, which is running on some of our sites, is pretty awful.
   It’s not convincing, for starters. Brand Germany has its positioning so well sewn up that it’ll take more than a low-budget campaign to shift consumer perceptions, even in Britain. Whomever did this creative obviously hasn’t realized that even the Metropolitan Police doesn’t always buy British any more—though, by and large, the French police will buy French, and the Polizei will buy German.
   It’s worse than Citroën’s effort in trying to convince us that the C5 is Germanic, though at least in its case, it came off mildly aspirational.
   And how ‘Beautifully British’ is the MG 6 anyway, when it was Chinese funds that propped it up, and most of the car is made in China for only final assembly in the Midlands?
   As Edward Sheldon pointed out in the AROnline Facebook group, a much better approach would be to distinguish the MG 6 by making the notion of “buying German” seem me-tooish. Target the MG 6 at the non-conformist, those individualistic buyers who don’t want to drive yet another Focus or BMW Dreier. Even the off-the-cuff copy that Edward came up with in conversation (‘Exclusivity is a myth. Follow your Heart’) is better than the drivel MG originated.
   While it might not be the better car, at least those who opt for a 6 know they are bucking the trend—after all, people have bought outclassed French cars in some segments because they didn’t want to seem like the chap next door.
   What is even more interesting is that the promotions for the same car in China are far more interesting, with a greater need to cut through the clutter that is 2010s Chinese advertising. The use of MG’s history, the ‘Morris Garages’ legend, and a ridiculous storyline that makes the Milk Tray Man seem dull help turn the 6 into a far more appealing proposition, even if not all of it translates well into English. But Britishness, in this case, seems to work far better—it looks like the Chinese agency understands subtlety, using the smallest of hints. Granted, I am comparing a web ad to a video, but still …

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