Sports

MG Cyberster sports car could be sold in a different way – but boss commits to ‘traditional dealerships’ – Car Dealer Magazine

MG’s new Cyberster sports car could be sold to customers in a “slightly different” way to the brand’s existing cars.

Guy Pigounakis, MG’s UK commercial director, admitted the marque was considering selling the high-performance sports car in an agency fashion, but nothing was set in stone.

The MG manager said he was a strong supporter of the “traditional” car dealership network and believes it is a key reason for the brand’s success in the UK.

MG revealed photos of its new electric sports car yesterday and said the Cyberster will arrive in the UK next year.

It’s the first sports car to wear the MG badge in over a decade, following a rich heritage that included the MG Midget, MGB and MG TF.

The Chinese brand unveiled the Cyberster at the Shanghai Auto Show and said it will be available with a 309hp single-motor configuration and a 536hp twin-motor option.

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The car could be the first affordable electric sports car in a market dominated by luxury performance vehicles like the Porsche Taycan and Audi e-tron GT.

MG Cyberster

Talking about the upcoming sports car launch at the recent Live car dealership conference, Pigounakis said MG was “unabashedly committed” to the “traditional dealership model”.

However, he added, “I can’t sit here and say we’ll never consider an alternative distribution model.”

“We’re going to be building some very successful, very exciting products that will be launched in the next 12 to 18 months.

“Maybe we will look at distributing these exotic sports cars in a slightly different way, but it will be more along the lines of the Polestar model rather than selling direct to a customer and delivering direct to a customer’s door. .

“The dealership will always be central to this transaction.”

The “Polestar model” has seen the automaker partner with car dealerships that put sold cars back on the automaker’s website while being able to sell directly from their showrooms.

During a panel discussion on automakers at Car Dealer Live, Pigounakis spoke alongside Jonathan Goodman of Polestar and Dale Wyatt of Suzuki. The full session can be viewed with a replay ticket available on the Car Dealer Live website.

MG Cyberster

During the roundtable, Pigounakis called agency sales “margin taking” and said he thinks most will fail.

He added: “We are very committed to what we describe as a traditional distribution model and, to be perfectly honest, I would attribute a lot of the growth we have experienced over the last two years to the fact that we are associated with the right dealers with a traditional dealer model in the right places.

“We have no plans to change this strategy in the future.

“The online journey is very important because customers come to our showrooms knowing what they want and basically how much they’re going to pay for it, but when it comes to bricks and mortar and interacting with customers, I firmly believe that there is a long future for the traditional model.’

MG sold over 50,000 cars in the UK last year and now has 155 dealerships. He added 12 last year and is among the top 10 brands of the largest dealer networks.

Speaking of the Cyberster, Carl Gotham, Advanced Design Director of the company’s Marylebone design studio in London, said: “Our intention was to create an all-new roadster that was ready for a new generation of sports car driver and opened up a bold and compelling new chapter. for MG.

“Cyberster’s aim was for the design to be respectful of the marque’s illustrious past and bring back that sporty lineage, whilst being absolutely clear that it should be modern and forward looking like today’s MG, completely in step with the rapid transition to electric vehicles.

The sports car model will follow in the footsteps of the brand’s successful electric car range, currently led by the popular MG4.

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