Luxury performance brand unveiled by MG, targeting Tesla with dual release strategy
Chinese car maker MG has launched a new luxury performance brand named IM (Intellegence in Motion or Intelligent Mobility). The key differences between MG's new luxury performance brand IM and its standard MG offerings lie primarily in technology, features, and performance, reflecting a step into the premium electric vehicle (EV) market with advanced specs and positioning.
Technology and Features
The IM models incorporate cutting-edge technology, such as 800-volt electrical architecture that supports ultra-rapid charging at up to 396 kW, enabling 10-80% charging in about 17 minutes. Advanced autonomous driving technology and higher-end interior and connectivity features are part of the IM range, reflecting its premium ambitions to rival Tesla's Model 3 and Model Y in sophistication and tech.
The IM brand vehicles bear a unique IM logo, marking their differentiation from standard MG models, and reflect partnerships with major tech companies such as Alibaba, signaling greater digital integration.
Performance
IM vehicles use larger battery packs and more powerful motors than typical MG models. For example, the IM5 sedan offers multiple powertrain options, including a Performance variant that can accelerate from 0-100 km/h in 3.2 seconds. While MG's standard EVs tend to focus on efficiency and value, IM’s vehicles emphasize sporty acceleration and premium performance to directly challenge established luxury EVs like Tesla.
Pricing and Market Position
IM models are priced significantly higher than MG mainstream models, with the entry Premium variants starting around $61,000 (~£48,000) and the top Performance trim near $81,000 (~£64,000), positioning them in the premium segment rather than the more affordable MG lineup. This price positioning matches the enhanced technology, larger batteries, and superior performance, indicating the IM brand aims to create a new premium identity distinct from traditional MGs.
Variants and Availability
The IM5 and IM6 are priced between $60,990 and $80,990, targeting the same price points as Tesla. Both models can be ordered from MG's dealers or configured online. The IM5 and IM6 offer several intelligent parking features designed to ease inner-city parking, and they come with a seven-year warranty when serviced within the IM dealer network across the country.
The IM5 sedan and the IM6 electric SUV are the two new electric vehicles offered by the IM brand. The IM5 and IM6 have variants with 75 kWh and 100 kWh batteries, with the latter offering more range. The IM5 and IM6 promise a range of around 500 kms. The IM5 Premium, IM6 Premium (75 kWh RWD), IM5 Platinum, IM6 Platinum (100 kWh RWD), IM5 Performance, and IM6 Performance (100 kWh AWD) are the available variants.
The IM brand offers a four-wheel steering system, lowering the turning radius of the mid-sized cars to that of smaller hatchbacks. The IM brand was first unveiled at the Melbourne Motor Show in April and was formally launched in Sydney this week.
In summary, MG's IM brand differentiates itself from standard MG offerings by delivering premium electric vehicles with higher power, larger battery capacities, ultra-fast charging technology, advanced autonomous features, and luxury branding intended to compete with Tesla and other top-tier EVs, whereas standard MG models focus more on value and affordability with more conventional tech and performance.
- The IM brand, launched by Chinese car maker MG, has partnered withtech companies like Alibaba to incorporate advanced technology and digital integration into their vehicles.
- IM's new electric vehicles, such as the IM5 sedan and the IM6 electric SUV, come with larger battery packs, more powerful motors, and superior performance to challenge established luxury EVs like Tesla.
- IM's premium electric vehicles, like the IM5 Premium or the IM6 Performance, cost significantly more than MG's mainstream models, positioning them in the premium market rather than the budget-friendly MG lineup.
- The IM brand offers a variety of intelligent parking features, a four-wheel steering system, and a seven-year warranty to enhance the driving experience, making their electric vehicles competitive options in both the automotive and lifestyle sectors.
