{"id":26331,"date":"2017-12-11T16:43:11","date_gmt":"2017-12-11T15:43:11","guid":{"rendered":"http:\/\/autodesignmagazine.com\/2017\/12\/saic-mg-motion-rinascita-grande-stile\/"},"modified":"2017-12-11T16:47:15","modified_gmt":"2017-12-11T15:47:15","slug":"saic-mg-motion-rinascita-grande-stile","status":"publish","type":"post","link":"https:\/\/autodesignmagazine.com\/en\/2017\/12\/saic-mg-motion-rinascita-grande-stile\/","title":{"rendered":"SAIC MG E-MOTION, RENAISSANCE IN STYLE"},"content":{"rendered":"

The MG E-Motion concept is a look into the future of the brand as proposed by Chinese owner SAIC. Conceived at the company\u2019s design centre in Shanghai under SAIC\u2019s design director Shao Jingfeng, the objective was to create an emotional four-passenger coupe. \u201cThe brief was to design a brand show car,\u201d says Jingfeng. \u201cThe face is totally different from the latest MG3 and MG GS. The new generation design language comes from the MG ZS released in the UK. It was designed to give a brand feeling to customers.\u201d<\/p>\n<\/div>

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Work on the concept began roughly a year prior to the car\u2019s unveiling at the 2017 Shanghai auto show. \u201cWe looked back to find the soul of the MG brand,\u201d says Jingfeng. \u201cIn MG\u2019s history, the soul is the sports car for young people, one that\u2019s not too expensive.\u201d The decision was prompted by changing tastes in China – with more customers looking to buy a vehicle that appeals to them on an emotional rather than a needs basis – and the fact that few sports cars are built by Chinese manufacturers. Jingfeng saw an opportunity.<\/p>\n<\/div>

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\"Saic<\/a><\/span><\/div>
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MG\u2019s tagline is \u2018Emotional Dynamism\u2019 and the letters in the name signify \u2018My Glamour\u2019. The brand\u2019s keywords are exclusive, emotion, and agile. With these guidelines, the design team sought to combine MG\u2019s sporty brand image and 100-year history with an EV\u2019s environmentally sustainable attributes. The exterior design is an elegant form, with an undercut shoulder and tapering cabin. The roofline cascades down over the rear haunch giving the car a strong stance, while vertical taillamps flow off of the rear fenders for a unique look. Jingfeng cites the well-defined haunch and surfacing as a defining element of the MG brand.<\/p>\n<\/div>

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\"Saic<\/a><\/span><\/div>
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The large, beautifully detailed grille lends the car its powerful character, proudly showcasing the MG badge at its centre. The headlamps are another very identifiable design element: both elegant and technologically advanced, they give the front face of the car a clear identity. The interior was designed to be both sporty and luxurious, which is seen in the colour and trim treatment and large floating screens. Blending technology with traditional materials, the cabin features an array of black screens intertwined with white and brown colourways, metal d\u00e9cor pieces and quilting. The combination creates a very contemporary aesthetic.<\/p>\n<\/div>

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\"Saic<\/a><\/span><\/div>
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\"Saic<\/a><\/span><\/div>
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Jingfeng notes that the screens not only house all of the car\u2019s functional elements — removing most traditional buttons for a cleaner, more sophisticated layout — but also enable passengers to benefit from SAIC\u2019s partnership with Chinese e-commerce company Alibaba. The E-Motion isn\u2019t a haphazard concept. It is a showcase for MG\u2019s new design language, a brand builder and a halo product. It is a bright window into the future of the MG brand.<\/p>\n<\/div>

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\"Saic<\/a><\/span><\/div>
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