The MG brand will be heavily affected by the new customs duties imposed by Europe in July 2024. In addition to the brand’s official statements, the head of design of the SAIC group also spoke on the subject. But with a good dose of self-deprecation.
Europe wants to put obstacles in the way of imports of Chinese electric vehicles. The European anti-subsidy investigation is still ongoing, but the first provisional sanctions fell on June 12, 2024. MG is one of the manufacturers most heavily targeted by financial sanctions. The brand is subject to provisional compensatory duties of 38.1%, which are in addition to the 10% currently applied. This is the maximum sanction ordered by the EU.
The brand therefore made an official statement on June 14. But it is other publications, on the Chinese social network Weibo, which have caused a lot of talk about the brand’s position since June 17.
EU sanction creatively criticized
Shao Jingfeng, global design director of the SAIC group, decided to use his creativity to express a certain form of exasperation with Europe’s decision. The design manager published two illustrations on Weibo with the slogan “ Carefully selected by the EU. Good quality cars “. He invited users of the platform to vote for their favorite creation.
The message accompanying this publication is also quite symbolic: “ What doesn’t kill us makes us stronger » et « let’s remember 38.1 “. Shao Jingfeng did not explain further what he had in mind. However, the next day, the design director published a whole series of images of derivative products inspired by the logo chosen by the voters: cups, clothes, stickers, skateboards and even umbrellas, everything goes.
It must be said that automobile brands (Tesla and Renault in particular) love to exploit the derivative product vein to bring a little more money into the manufacturer’s coffers. It remains to be seen whether MG will follow through with the joke by actually releasing derivative products with the MG 38.1 logo.
Some Chinese netizens went even further, as they suggested that MG make a special edition MG4 38.1 for the European market. The European sanction is particularly frowned upon in the country.
MG invites Europe to engage in dialogue
In its official statement of June 14, the brand is much more serious: “ MG expresses its opposition to this protectionist trade measure and believes that it will constitute an excessive barrier to entry. »
MG is sounding the alarm about the consequences this could have on customers. This decision will certainly affect the prices (or discounts) on the brand’s electric cars. But the company also draws attention to other possible side effects: “ Such high taxation will also have a significant negative impact on the supply chain, innovation and market cooperation. »
Like all the players concerned by this decision, including European manufacturers with production in China, MG would like dialogue to be established with the European Commission to find a solution. promoting fair competition ».
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