MG ZS outperforms rivals in Spain: Price-winning strategy topples brand loyalty

An SUV for 15,000 euros is indeed a powerful selling point. This price appeal has allowed the brand to offset doubts associated with the MG brand or prejudices related to its Chinese ownership despite its British origins. The car itself has an aesthetically pleasing appeal and offers useful features for its price, which have together contributed to its rapid success.

According to Automotive News Europe, the MG ZS topped the Spanish market charts in December 2023, with 2,563 units sold. The Renault Clio came in second place with 2,360 units sold, followed by the Dacia Sandero (2,289 units), Hyundai Tucson (2,087 units), and Toyota Corolla (1,829 units).

Analysis from the Spanish market indicates priority given to price by customers over brand sentiment. Notably, no models from Seat or Cupra made it to the top ten, and the only model from the Volkswagen Group to make the list was the T-Roc, coming in sixth with 1,774 units sold.

It remains to be seen whether the MG brand will replicate this impressive performance in other European countries. Nonetheless, the Spanish market results suggest that the much-touted factors of tradition and brand trust may be overemphasized. Evidently, crafting an appealing offer is key.