The MG Experience on Wheels is a 45 ft-trailer mobile showroom that will travel to Tier II and Tier III cities across India to bring people closer to the brand.
MG Motors will be unveiling the all new ZS EV on December 5 and along with that, MG Motors will also start a new initiative of the MG Experience on Wheels. Under this initiative, the brand will drive a 45-foot mobile showroom trailer to multiple Tier II and Tier III towns and cities in India to advertise its products and expose more people to the MG showroom experience, where MG Motors do not have a presence yet.
The idea is to offer an experience similar to a regular MG Motor showroom. Currently, the company’s sole offering in the country is the Hector and this mobile showroom intends to offer a combination of ‘real car experience’ and digital experiences as well. There will be an interactive digital terminal through which visitors can experience the Hector, choose its accessories and configure the car. Meanwhile, the company also plans to increase the number of its centres from 150 to 250 by the end of this fiscal year.
MG Experience on Wheels is an ‘experiential customer touchpoint’. A video released by MG Motors shows the trailer parked in a fenced area with a Hector and MGH, put up as decorative items. A Hector is also seen sitting inside the trailer and perhaps the ZS EV will join the trailer soon.
“The latest on-ground campaign builds on our ‘Automotive Retail 2.0’ proposition that leverages innovative digital tools to deliver engaging, immersive, and differentiated experiences to our customers. MG Experience on Wheels will help us expand our reach further and garner customer interest in markets where our showrooms are not yet present,” said Gaurav Gupta, Chief Commercial Officer, MG Motor India.
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Recently, MG Motors also opened a complete digital studio in Bengaluru where there will be no cars will be on display. Yes, there will not be a single physical car in the showroom but customers will be able to experience the car digitally. The concept is aimed at showcasing a unique visual immersive experience, offering a peek into the future of automotive retail. The new digital studio displays the Hector using digital tools such as ‘Immersive Voice’ and AI-based Human Recognition along with offering augmented reality and other digital engagement tools for customers.
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While MG Motors is innovating the car retail experience, they are also gearing up for the launch of their second product in India on December 5. The MG ZS EV will be second all-electric mass produced car in India and it has a claimed range of 428km. Initially, the ZS EV will only be sold in metro cities where public charging infrastructure is possible. The ZS EV is expected to cost about Rs. 25 lakhs, ex-showroom.
