The company says its design philosophy is “based on “Emotional Dynamism”, which represents a more expressive design language that emphasises the premium nature of MG’s latest model” and that the “contemporary look harmoniously brings together the three key elements of ‘Emotional’, ‘Humanised’ and ‘Agility’ that accentuate the car’s desirability, accessibility and dynamic stance.”
The compact car also debuts a new “face” for MG, which features an enlarged, full frame grill, which MG says was inspired by the brand’s heritage, but executed in a contemporary way. It allows for a much bigger MG badge to take centre stage.
Carl Gotham, Design Director of SAIC European Design Centre, said: “It’s a really exciting time for MG as it starts to roll out its new brand identity. Emotional Dynamism brings to the fore a premium feel to the new Compact-SUV with exceptional attention to detail throughout, such as the distinctive detailing on the ‘eye’ headlights and signature tail lights. It has a level of detailing and range of impressive features you would not expect to find on a car of this size or price.”
MG Motor UK will be revealing more about the brand’s new design direction closer to the full launch of the vehicle, which goes on sale this Autumn.
The all-new Compact-SUV will join the MG3 and MG GS at a time when MG is recording an improved sales performance in 2017. Its sales were up by nearly 83 per cent year-on-year in August, driven by its scrappage scheme.