Reviving an iconic brand, reaching new markets

Photo by Charles E. Buban

The Philippine auto industry is always in flux, as current as well as upcoming brands, models and price offerings alter market demand. Nonetheless, few periods in automotive history match today’s pace of change. Over the next few years, some “small” brands are expected to dominate in terms of perceptions of quality and customer service.

Among these brands include Morris Garages or MG. This iconic British brand and now Shanghai-headquartered automaker benefits from the fact that it competes in a niche market—MG’s affordable cars do not compete directly with pricier Japanese, Korean or American products.

Moreover, MG vehicles appear to be catching on with a lot of Filipino car buyers.

“By making continuous improvements, MG could eventually pose a bigger challenge to other more established brands. This is why we are beefing up our dealer network to reach more markets,” says Atty. Rene Limcauco, managing director of Lica Auto Group that formally opened MG Parañaque last Friday.

LIMCAOCO. Photo by Charles E. Buban

Located along President’s Avenue in BF Homes, MG Parañaque is also expected to serve buyers from Muntinlupa City.

MG Parañaque’s address is conveniently located around gated communities and is a favorite destination of car lovers (aside from restaurants, President’s Avenue is lined with car accessory and car repair/service shops).

“As the exclusive importer and distributor of MG brand in the Philippines, The Covenant Car Company, Inc. (TCCCI) is glad of the market’s positive feedback and praise for MG’s new global products. This time, with MG Parañaque, MG owners and future buyers will have access to quality aftersales services to ensure that all their needs are met,” assures TCCCI president and managing director Atty. Alberto B. Arcilla.

Lica Auto Group VP and COO Doroteo “Tey” Sornet adds that future MG customers will appreciate the modern features of the vehicles. “Many will be pleasantly surprised by the numerous features these MG models have to offer. They should realize that MG is built by a brand known for building great things.”

Gracing MG Parañaque’s opening were (from left) Carlo Montemayor, VP-Operations of Team MG/Juno Cars; Mark Manansala; Atty. Rene Limcaoco of Lica Auto Group ; Atty. Albert Arcilla of TCCCI; Parañaque Representatives Joy and Gus Tambunting; and Tey Sornet of Lica Auto Group. Photo by Charles E. Buban

Presented during MG Parañaque’s formal opening are MG’s three current offerings in the Philippines: the compact ZS crossover SUV, the compact RX5 SUV and the spunky MG6 fastback sedan.

“It’s finally about the product and no longer just nostalgia. Our new mission with MG is to capture the hearts of drivers in more markets with affordable SUVs and sport sedans. We have made a good start in the country, and we are hoping that with MG Parañaque we will be opening more in the coming weeks,” shares Sornet.

MG’s three current offerings in the Philippines include the compact RX5 SUV, the spunky MG6 fastback sedan, and the compact ZS crossover SUV. Photo by Charles E. Buban

The MG brand began in the 1920s. Although it produced sedans and coupés, MG is better known for its two-seat open sports cars. Today, the brand is financially backed by SAIC Motor Corp. Limited, the largest among China’s “Big Four” state-owned automakers.

While MG maintains a design studio in Shanghai, China, the company has also established a second British design studio in central London that works in tandem with the existing British design facility in Birmingham (SAIC Design Advanced Birmingham).