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MG Motor | November 2019 | Automotive | Design, Project Management, Sourcing & Build
greater group worked with classic British Brand, MG Motor, to redesign the marque’s flagship Sydney metro dealership and office space, Sydney City MG. greater group previously worked with the team at Macquarie Leasing to design and develop the physical retail face of Motome, Macquarie’s car purchasing and finance platform. Following the success of this collaboration in Hornsby, Australia, greater group was enlisted to guide MG Motor in their relaunch into the Australian market. The flagship location in Sydney’s Alexandria suburb places the retailer in an ideal position for maximum brand exposure.
MG Motor had a vision for a forward-thinking space to house their flagship retail experience in the Sydney metro area. The MG marque holds significant nostalgic value among Australians and the client’s brief was therefore to create a space that would acknowledge and celebrate their history while continuing to look forward, harnessing new technology and embracing MG’s ‘Fun Motoring’ personality. greater group was commissioned to provide end-to-end services in design, project management, sourcing and build for the new flagship, part of MG Motor’s expansion strategy in Australia.
Sydney City MG is the brand’s first retail space run directly by MG Motor Australia. The location in Alexandria holds great historical value for MG Motor as this was home to the marque’s first station in the city. In this partnership, greater group provided services for design, project management, sourcing and build to unveil a modern, innovative retail space that enables the brand to play a more direct role in the customer journey through state-of-the-art technology showcasing MG’s wide range while celebrating its rich history.
The flagship is equipped with a dedicated space to showcase the future of automotive technology, with the new MG ZS EV forming the centre of the tech-driven showroom. A digital wall was installed alongside the display where customers can learn more about the new model. The showroom’s large windows allow shoppers full sightlines of the full range of MG motors inside, including the chic MG3 Auto, the compact MG ZS SUV and the brand new MG HS.
The automotive industry is increasingly paying attention to potential customers’ online buying habits and improving their digital platforms accordingly. But the physical showroom remains a vital step in the purchasing journey as 49% of car buyers rely on dealerships to make informed decisions about their automotive investments, according to the Cox Automotive 2018 Car Buyer Journey Survey.
greater group’s team worked with the client to consider the latest trends in dealership design to ultimately create a retail space that would engage potential buyers through immersive, future-proof experiences:
1. A transparent design that allows customers the clarity offered by online shopping. (Achieved through an open plan layout, attractive storefront and clear sightlines from outside the showroom.)
2. An immersive experience that involves the customer in the browsing and shopping experience. (Harnessing digital technology to enhance the car displays and provide product information about each model in a way that engages customers.)
3. An exclusive showroom that separates the models on display from the administrative side of the dealership. (Facilitates a cleaner layout and more elegant design, encouraging customers to fully immerse in the automotive journey without feeling overcrowded or being distracted by unnecessary clutter.)
As the fastest growing automotive brand in Australia, this was an exciting and challenging opportunity for greater group to assist in continuing to build MG Motor’s success nationwide. MG Motor has been building cars for close to a century. The first MG model entered the market in 1924 and has since expanded to global presence with operations in Australia, China, the UK, UAE, South Africa and Chile, with dealers in another 32 countries across the world. In 2019, MG Motor Australia was honoured by parent company, SAIC Motor, as 2018’s number one sales growth market globally.