MG Motor eyes expansion with new agency

MG Motor has appointed DCH to help drive the expansion of its model range beyond the current TF sports car.

The automotive firm is introducing its all-new MG6, and will begin by developing a campaign to launch the model, which it describes as a “fastback, new upper- medium sized vehicle” later this year.

The agency is tasked with delivering a fully integrated campaign from above the line advertising to direct and dealer marketing with a specific focus on online and digital.

The campaign aims to create awareness of the new model range and communicate the brand “in a modern and relevant way for the 21st century whilst retaining its unique and iconic image.”

MG currently has 40 dealerships in the UK, but is now recruiting additional new dealers to deal with the growing model range.

Guy Jones, sales and marketing director at MG, says: “These are exciting times for MG. We have a great brand and are about to launch a range of all-new, British designed products to compete in the European market. We are delighted to be working with DCH, who have proved they not only understand the challenges we face but have also demonstrated their ability to support us across all of our marketing requirements, from brand advertising to dealer comms and CRM.”

Andrew Hawkins, managing director at DCH, adds: “There remains huge latent affection for MG. The marque has always had a special place in the hearts and minds of the British consumer. The MG6 has the potential to reaffirm this affection in a modern and relevant way. We are excited at the prospect of helping the team in Birmingham put MG back in its rightful place as an iconic British motoring brand.”

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