Making MG Synonymous With Electric Vehicles

As electric vehicle adoption continues to accelerate across Australia, MG Motor Australia is investing in a new integrated campaign designed to strengthen the mental connection between EVs and the MG brand.

Created by independent agency Elevencom, the campaign is built around a simple but powerful proposition:

“Thinking EV? Think MG.”

The objective is clear: when Australians consider buying an electric vehicle, MG wants to be one of the first brands that comes to mind.

Reflecting A Changing EV Market

The campaign arrives at a time when Australian consumers are becoming increasingly selective in their vehicle purchases.

Affordability remains a major priority, while fuel efficiency and sustainability continue to influence purchasing decisions.

At the same time, electric vehicles have moved from niche products to mainstream consideration for many buyers.

MG believes its broad EV lineup positions the brand perfectly to meet these evolving consumer expectations.

Showcasing The Full MG EV Portfolio

The campaign highlights the breadth of MG’s electric vehicle family, demonstrating that EV ownership now extends far beyond a single vehicle category.

Featured models include:

• MG4 EV
• MG4 EV Urban
• MGS5 EV
• MGS6 EV
• Cyberster Roadster

From practical city driving to family transportation and high-performance sports cars, the campaign emphasizes that MG offers an electric vehicle for a wide range of lifestyles and budgets.

Building On Years Of EV Experience

MG's electric vehicle journey in Australia began with the launch of the MG ZS EV in 2020.

Since then, the brand has played an important role in making EV ownership more accessible by introducing affordable electric vehicles to the market.

Over the past five years, MG has expanded its offering significantly, moving beyond entry-level EVs to include premium technology, advanced design and performance-focused models.

The new campaign reflects that evolution while reinforcing MG's long-term commitment to electric mobility.

A Multi-Channel National Rollout

The campaign is currently running nationwide across television, outdoor advertising, cinema, YouTube, search and radio.

This broad media strategy allows MG to engage consumers throughout the vehicle research journey while maintaining consistent messaging across every touchpoint.

The OOH component is particularly important for building mass awareness and reinforcing MG's growing presence within Australia's competitive EV market.

Why This Campaign Works

• Creates a simple and memorable EV positioning.
• Highlights the breadth of MG's electric vehicle lineup.
• Reinforces MG's leadership in accessible EV adoption.
• Uses integrated media channels to maximize reach.
• Challenges outdated perceptions of EV brands.

With “Thinking EV? Think MG,” the automotive manufacturer is making a clear statement about its future. The campaign demonstrates how MG is evolving from an early EV adopter into a brand aiming to lead Australia's next chapter of electric mobility.