MG asks Australians to ‘Think EV? Think MG’ in new national campaign

The battle for EV dominance is intensifying across Australia, with brands including Kia, BYD, Chery, Polestar and Zeekr all pushing harder into the category.

MG Motor Australia is the latest to lean into that momentum, launching a new national campaign designed to strengthen the connection between electric vehicles and the MG brand.

Created by Elevencom, the campaign centres on a simple proposition: “Thinking EV? Think MG.”

Running nationally across TV screens, outdoor, cinema, radio and digital channels, the work puts MG’s growing EV portfolio in the spotlight while challenging perceptions of what an electric vehicle brand can look like.

The campaign features MG’s expanding EV line-up, including the MG4 EV, MG4 EV Urban, MGS5 EV, MGS6 EV and the flagship Cyberster roadster.

It also builds on MG’s longer-term commitment to electric mobility in Australia, with the brand positioning itself around accessibility, choice and the growing maturity of the EV market.

Dimitri Andreatidis, marketing director at MG Motor Australia, said the campaign reflects both the evolution of the local EV category and MG’s own development as an electric vehicle brand.

“MG has been part of Australia’s EV journey from the beginning, helping make electric vehicles more accessible to everyday Australians,” Andreatidis said.

“This campaign is about reinforcing MG’s credentials as a leader in electric mobility and ensuring that when Australians think EV, they think MG.”

The campaign lands as the EV category becomes one of the country’s most competitive automotive battlegrounds, with brands investing across media, sport, sponsorship and broader brand-building activity.

Earlier this week, fast-growing EV brand BYD announced a sponsorship of A-League Men’s football club Melbourne Victory.

Under the deal, BYD branding will feature on Melbourne Victory’s home and away A-League Men’s jerseys, alongside a broader presence across the club’s media, academy and community assets.

The push reflects the growing importance of brand-building in the EV market, as car makers look to move beyond early adopters and compete for mainstream consideration.

Recent analysis from Prophet, BYD Australia and the Seven Network found marketing activity directly influences almost 40% of EV test drives.

The Cross Channel Demand Effectiveness Study modelled more than 320,000 test drives and more than $20 million in media investment to understand how advertising, macroeconomic conditions and consumer behaviour shape EV demand in Australia.

The study also found 63% of EV demand is shaped by brand effect and broader macroeconomic factors, while efficiency differences of up to 20 times were identified across the media channel mix.

MG's campaign comes as EV sales continue to hit new highs in Australia. May sales data from VFACTS showed battery electric vehicles reached a record 20% share of the new-car market, while electrified vehicles, including hybrids and plug-in hybrids, accounted for 46.4% of all sales.

BYD ranked second overall for the month, with 8,211 sales, up 154.6% year-on-year. MG remained inside the top 10 car brands in May, with 3,872 sales and 3.9% market share, even as other Chinese-linked challengers intensified the fight for EV consideration.