Electric MG off to strong start

Could the MG ZS EV become Australia’s best selling EV?

MG Australia says 50 people have placed $1000 deposits on its upcoming all-electric small SUV that is still months away from dealerships.

Arriving as the most affordable pure EV on the market, the Chinese-made MG ZS EV still brings a substantial price premium over the regular petrol-powered versions of the ZS, selling for $46,990 drive-away.

While that undercuts other budget-priced electric vehicles such as the Hyundai Ioniq EV, Nissan Leaf and Renault Zoe, it’s about 50 percent more than the petrol-powered ZS.

Due in October or November 2020, MG Australia says the electric MG’s $46,990 price tag is only for the first 100 orders, hinting it may increase later.

MG Australia marketing and product planning director Danny Lenartic says dealer enquiries for the new EV have been significant and that he is expecting more orders once owners can see, touch and smell the car in the metal.

It no doubt helps that MG is selling cars with a familiar British brand.

While all modern MGs are sourced from China – the brand is owned by manufacturing giant SAIC, which also sells LDV – the MG brand is synonymous with British sports cars that kicked off in 1924.

Not that Lenartic is expecting any sales records for the modern MG brand’s first EV.

“I would suspect it will end up [selling] in the thousands [per year] eventually, but I don’t think it’ll get anywhere near that in the short term.”

To put that in perspective, in 2019 Nissan sold 408 Leafs in Australia and Renault just five Zoes.

While Tesla doesn’t release its sales numbers, media reports have suggested Tesla’s Model 3 sales account for a few thousand cars a year in Australia – by far the top selling EV in the country.

Lenartic says early adopters of the ZS EV will be brought closer to the MG family, something more easily achievable when a brand is still in its growth phase.

Those early depositors on the electric vehicle were offered the chance to vote on the design pattern to be offered on the home wall charging box.

“They’ve shown a lot of trust and belief in the brand and so we want to engage the community and say as a thank you, look you can have some input in the decision making,” said Lenartic.

However, Lenartic is conscious of the potential impact on the EV market of low fuel prices that dropped as the coronavirus pandemic took hold.

“You’d have to think that that would hurt us (brands selling EVs), but you’d have to think that won’t last.”