Fightback: Huge campaign rolled out for MG and IM as struggling Chinese giant stakes its Aussie future on EVs
MG is mounting a major EV-led fightback in Australia, launching twin national advertising campaigns as it rapidly expands its electric vehicle line-up following a difficult 2025.
The Chinese brand has unveiled a nationwide marketing push for both its mainstream MG electric vehicle range and its newly launched premium IM electric sub-brand, signalling an aggressive effort to rebuild momentum after a period marked by falling EV sales, heavy discounting and intensifying competition.
The campaigns come after MG had resorted to a series of substantial discounting and cashback offers as a flood of new Chinese rivals piled pressure on sales, while the company also farewelled its long-serving Australian chief executive.
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So far this year the company has alreday introduced the new MG4 Urban, refreshed and rationalised its MG4 line-up and launched the all-new MGS6 EV.
The IM5 sedan and IM6 SUV were rolled out last year under its new premium IM brand.
An all-electric version of the MG U9 ute is also joining the local range soon, giving MG one of the most comprehensive EV portfolios in the Australian market.
The centrepiece of the company’s latest push is a new national campaign built around the slogan “Thinking EV? Think MG”.
Created by agency Elevencom, the campaign is designed to strengthen the connection between electric vehicles and the MG brand while highlighting its expanding EV range, which in addition to the models men tioned above also includes the MGS5 and Cyberster electric roadster.
The campaign is running nationally across television, outdoor advertising, cinema, YouTube, radio and digital channels.
MG Motor Australia marketing director Dimitri Andreatidis said the campaign reflected both the maturity of Australia’s EV market and MG’s evolution as an electric vehicle brand.
“MG has been part of Australia’s EV journey from the beginning, helping make electric vehicles more accessible to everyday Australians,” he said.
“Today, we offer one of the broadest EV portfolios in the market, spanning everything from practical urban mobility through to premium SUVs and high-performance sports cars.”
At the same time, MG is investing heavily in its new IM premium brand through a separate national campaign called “Refined Intensity”.
The campaign centres on the IM5 sedan and IM6 SUV and aims to position the pair as sophisticated technology-focused alternatives in Australia’s growing premium EV market.
Launched locally earlier this year, IM represents perhaps the most ambitious element of MG’s Australian strategy.
Developed through a joint venture involving parent company SAIC and technology giant Alibaba, the IM brand is designed to push MG into territory traditionally occupied by Tesla, BMW, Mercedes-Benz and Audi.
MG says the campaign will showcase the IM models’ long-range capability, immersive technology, premium craftsmanship and high-performance credentials.
One of the first Chinese brands established in Australia, MG first launched an EV in Australia, the ZS EV, in 2020.
MG was one of the first Chinese brands to gain significant traction in Australia’s EV market, but the arrival of rivals including BYD, Geely, Chery, Leapmotor and GWM has intensified the battle for buyers and triggered a wave of price competition.
After an 18.4 per cent sales fall in 2025 compared to 2024, MG sales are up 2.1 per cent year-on-year to the ends of May 2026.
