Morris Garages, also known as MG Motor India, has opened its second flagship showroom in India at Prabhadevi, Mumbai. The first MG flagship showroom was opened in Gurugram earlier this year. The latest outlet spans across an area of 4,000sqft and has a British touch to it with elements like the Big Ben, the Union Jack, telephone booths and street lamps present on the inside.
The showroom also houses a host of tech, just like the company’s successful mid-size connected SUV, the MG Hector. The company is also looking to step into the electric vehicle (EV) market with the launch of the eZS EV in the coming months.
The main technology piece in the new outlet is the Live Vehicle Configurator. It’s a 65-inch screen where you can select the variant, colour, drivetrain and add your favourite accessories for the MG Hector. Thanks to this, you can now have a glimpse of your personalised Hector before the actual car arrives.
Then there is the Engineering Wall, where certain parts of the Hector are kept on display. This includes the door cut section, shock absorber and insulating mat. In addition, an LED Video Wall, which consists of 16 connected TVs, plays videos about the brand and its history to engage you.
With the introduction of the latest outlet, MG has a total of 120 touch points across India. The carmaker aims to add 130 more by the end of 2019. Meanwhile, MG Motor is also hard at work to introduce more cars to its portfolio. This includes the all-electric eZS electric vehicle, which is slated for launch in January, and the six-seater MG Hector that’s expected in mid-2020.
Underlining its commitment to completely redefining the car buying experience, MG (Morris Garages) Motor India today announced the grand opening of its second flagship experience store at Cynergy IT Park, Prabhadevi, Mumbai.
The carmaker’s maiden flagship experience store is located at Milestone Experion Centre, Sector-15, Gurugram. Both the showrooms share the overall look and feel of the carmaker’s futuristic customer approach and British heritage. With the inauguration of the 4,000 square feet showroom, the carmaker now has a total of 7 centers in Mumbai and plans to expand the number to 11 by March 2019. MG Motor India, which currently operates a network of 120 centers across India, also aims to boost the number to a total of 250 centers across India by the end of this Year.
MG’s flagship store theme is a sharp departure from a typical car showroom. Promising a fresh automotive experience to all visitors, the store has been designed under the brand’s philosophy of “Emotional Dynamism”, which combines contemporary brand elements and slick colour palettes.
On the exterior, the front fascia of MG’s dealerships adopts a unique façade grill signifying the confluence of the sky and the earth. Inside, the store perfectly demonstrates the brand’s experience-first approach that aims to captivate all the 5 senses of its prospective customers through intelligent and creative elements like the big LED wall with 16 screens, engineering wall and live vehicle configurator.
Inaugurating the flagship store in South Mumbai, Gaurav Gupta, Chief Commercial Officer, MG Motor India, said, “We are proud to inaugurate our first flagship showroom in the state of Maharashtra as a sign of our commitment to this region.
The one-of-its-kind flagship experience store redefines the traditional car buying experience in India, offering a fresh and enhanced digital experience in line with the demands and requirements of new-age customers.”
Visitors to the store are greeted by well-known British cultural icons such as the Big Ben, the Union Jack, telephone booths and street lamps – incorporated as design elements – as soon as they enter. The MG History Wall’s Magna strip and brickwork texture further accentuate the brand’s strong connection with its home, the UK. A host of curated MG memorabilia is also strategically placed around the entrance, informing visitors of the brand’s past glories. The MG Café, on the other hand,reminds visitors of the significance of coffee as an initiator of the greatest conversations.
The sleek and futuristic interior design provides a sharp contrast to this tribute to the past and underlines MG’s proposition as a new-age carmaker. A large video wall of 16 connected TVs plays artfully-created brand videos to further engage visitors with immersive content about the brand’s history and future vision. This coming together of the past and the present accurately represents the amalgamation of MG’s rich British heritage with its future-ready outlook.
MG’s flagship store also boasts off an “Engineering Wall”, with various vehicle components of MG HECTOR on display such as door cut section, shock absorber and insulating mat.
Prospective customers can approach the configurator wall to define their own MG experience. They can choose the model, transmission type, and fuel variant, before proceeding to customize the look, feel and accessories that their MGs will come equipped with. At 65 inches, the configurator wall has one of the largest live configuration screens to ensure maximum immersion. By adding such modern elements to amplify its brand legacy, MG has essentially taken the in-store customer experience to the next level.
