With My MG Shield personalized car ownership program MG Motor India looks to differentiate from others, says GlobalData

Following the news that MG Motor India has introduced ‘My MG Shield’, the personalized car ownership program for its upcoming new premium Autonomous Level-1 SUV Gloster;

Bakar Sadik Agwan, Senior Automotive Consulting Analyst at GlobalData, a leading research and consulting company, offers his view:

“The new personalized car ownership program, which offers flexible bundle of varied aftersales services to customers, helps MG Motor India to expand customer base, increase brand loyalty and ensure higher customer satisfaction in the premium vehicle segment.

“Under My MG Shield, customers can choose their desired aftersales requirement depending upon their preferences. The company plans to offer more than 200 combinations in aftersales service including warranty, road side assistance, maintenance, accessories, residual value assurance and other services. The standard aftersales package with Gloster offers 3 years/100,000 km warranty, 3 years’ roadside assistance and 3 labour-free periodic services, which is at par with likes such as the Toyota Fortuner. However, a highly-personalized aftersales package is something which is over and above what others are offering and can act as a differentiating factor for the MG Gloster.

“MG’s business strategy in India has always been aggressive and has worked well for the company. It managed well to differentiate its first launch ‘MG Hector’ with other vehicles in the same segment through competitive price and top-notch features. MG was also quick to offer its vehicle through subscription in partnership with Myles. It has also partnered with Zoomcar in August 2020 to strengthen position in the subscription space.

“With the troubled volume sales of premium vehicles amid the negative customer sentiments due to COVID-19, high taxes and other factors such as stringent financing norms, attractive promotion/offers through aftersales benefits can help MG to bag new sales. In addition, aftersales service remains a key ingredient for the overall success of a brand in India. MG, with aftersales bundles that are customer-centric, could thrive to create a sustainable presence in the Indian market.”

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