Future Product Concept Using the 'Soul' of MG

SAIC is China’s leading car manufacturer with its extremely successful joint ventures. A new company was set up called SMPV (Shanghai Motor Passenger Vehicles) which wholly owns the two Brands Roewe and MG.
With the recent launch of the MG6, the MG brand is at the beginning of a new era, producing vehicles for both the Chinese and global markets.

MG has a rich heritage of producing sports cars, sports saloons and even sports wagons. However, as customers’ needs and technology evolve these traditional segments have blurred, and the MG brand could be applied to many new exciting sectors (or indeed existing sectors – e.g. sports cars).

Brief:

To identify and develop an appropriate future product concept for the MG brand which demonstrates a unique proposition whilst highlighting product, design language and the ‘soul’ of the MG brand DNA.

The following is suggested:

1) Identify: What is MG? Character, Product, Customer?

2) What could MG be?
Imagery boards showing;
           a) trends and influences for future products
           b) identify a sector of the Chinese car market to exploited
           c) target audience (people, lifestyles, etc.)
           d) Influences of British design, both traditional and contemporary
           e) Influences of Chinese design and culture, both traditional and contemporary

3) How could MG design language evolve from its latest product, the MG6?

4) Suggest a suitable product which could sit in a future MG model range, which distils the essence of the MG brand in one model (or in a range of variants).

Good luck!