The Car Retail Ranking Report 2021 Series: MG Motor ranked 6th looks to expand to tier 2 and tier 3 cities – ET Auto

Q. What are your core focus areas for the dealer partners in a post-COVID world?

Going forward, the three focus areas for dealers would be digital adoption, providing enhanced services, and cost rationalisation. As a part of our global strategy, we continue to follow a digital-first approach.

We aim to integrate more digital processes into our operations while maximising the footprint of digital services at the customer’s home. We are already doing this with projects such as MGCare@Home and audio-guided vehicle demonstration suite MG VPhy.

Gaurav Gupta, Senior Vice President and COO, MG Motor
Gaurav Gupta, Senior Vice President and COO, MG Motor

Since our dealers began operations in 2019, we have always emphasised various digital steps throughout the customer buying journey. Sales and service teams need to operate with enhanced collaboration. For instance, in sales, the financing operations can be shared with the services team. In the context of service, technology skill sets can be shared with the sales team with a deeper understanding of what works the best and why.

Q. Is the smaller setup becoming the norm going forward? What percentage of sales outlets will be large, small, sub outlets and mobile outlets?

Yes, the smaller setup could eventually be the norm going forward in smaller towns and extended satellite cities. Once the brand is established, it becomes easier to establish a touch base with the customers and without substantial investments in brick and mortar.

As of now, we aim to expand into tier 2 and tier 3 towns with both the conventional and the state-of-the-art dealerships. We have 265 touchpoints in 140-plus cities and our aim is to expand to 300 touchpoints in 165 cities by the end of this year.

MG has been at the forefront of innovation in this area as well. We have previously launched the first-of-its-kind, car-less dealership called MG Studio. The aim is to extend a digital car buying experience to our customers at physical retail outlets.

The Car Retail Ranking Report 2021 Series: MG Motor ranked 6th looks to expand to tier 2 and tier 3 cities
Note: All the data is an estimation based on the information received from various sources and extrapolated by ETAuto research.

Sales Outlet: Sales Outlet means all kinds of physical outlets/dealerships/touchpoints from where cars were sold.

Average Sales Revenue: This is based on the ballpark average selling price per unit multiplied by total units sold in a year divided by the number of outlets.

Average Selling Price Per Unit : This is an estimated price derived from the price range and the calculation done by ETAuto. It may differ slightly from the exact price.


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