MG’s premium EV push lands as Australia’s car market shifts gears

MG Motor Australia has launched a major integrated campaign for IM, its premium electric vehicle sub-brand, as the carmaker looks to build momentum in Australia’s fast-changing EV market.

The campaign, Refined Intensity, was developed by Australian independent agency Elevencom and will spotlight the IM5 sedan and IM6 mid-sized SUV.

IM, short for Intelligence in Motion, sits under SAIC and was launched in Australia by MG Motor as a premium electric vehicle sub-brand. It is a joint venture between SAIC, ZJ Hi Tech and Alibaba.

The campaign marks the next phase of IM’s local growth strategy, positioning the brand around immersive technology, refined craftsmanship, long-range capability and performance.

It comes as Australia’s new vehicle market continues to shift away from petrol and diesel models, with battery electric vehicles reaching a record 20% share of new vehicle sales in May. At the Melbourne Motor Show in April, MG said enquiries across its EV range had jumped 220% month on month, with some best-selling models approaching 300%.

SEE MORE: BYD eyes local status after 155% sales surge

Electrified vehicles more broadly, including battery electric vehicles, conventional hybrids and plug-in hybrids, accounted for 46% of all new vehicle sales during the month.

Dimitri Andreatidis, marketing director at MG Motor Australia, said the campaign represents a significant milestone in the local evolution of the IM brand.

“IM represents a bold new chapter in intelligent mobility - combining cutting-edge technology, progressive design, and human-centric innovation to redefine what Australians should expect from a premium electric vehicle,” Andreatidis said.

“This campaign is about introducing Australians to a brand that combines intelligent technology, sophisticated design and genuine performance in a way that feels intriguing, premium and emotionally engaging. We’re proud to have this campaign out in market as we continue building momentum for IM in Australia.”

Anchored by the creative platform I Am, the campaign introduces a new visual identity and messaging direction designed to position IM as an aspirational entrant in Australia’s premium EV market.

Jono McCauley, director of creative strategy at Elevencom, said the campaign was built around the idea that IM drivers share qualities with the vehicles themselves.

“The insight behind the new campaign is that IM customers are a lot like IM cars: powerful, elegant, intelligent, and not afraid to break away from the pack,” McCauley said.

“We uncovered a powerful track with a vocal hook that echoes this insight and the IM brand. It’s the perfect foundation for the ‘I Am’ device which captures the distinctive spirit of both the vehicles and their drivers.”

The campaign will run nationally across BVOD, SVOD, digital out-of-home, Spotify, paid social, paid search and PR.

MG said the campaign is designed to drive awareness, elevate the in-showroom customer experience and accelerate national sales momentum.

Garth Dawson, product marketing manager at MG Motor Australia, said the campaign had been developed to challenge category conventions.

“For IM, we wanted to create a campaign that feels as advanced and sophisticated as the vehicles themselves. ‘Refined Intensity’ captures the balance between premium aesthetic, technology and performance that defines the IM brand,” Dawson said.

“IM is still somewhat of an undiscovered gem in Australia, but for those who are in the know, these vehicles are very much a wolf in sheep’s clothing - delivering genuine performance wrapped in a refined, minimalist design language.

“This is one of the most ambitious campaigns we’ve launched for a new automotive brand in Australia, and it reflects the confidence we have in IM’s long-term journey.”

The campaign arrives at a critical moment for Australia’s EV market.

New VFACTS data released last week showed overall new vehicle sales fell 4.8% in May to 100,206 vehicles, but electrified brands continued to gain ground.

BYD increased sales by 155% compared with May 2025 and finished as Australia’s second-largest automotive brand for the month with 8,211 sales. Omoda Jaecoo recorded growth of 729%, while Geely increased sales by 416%.

For MG, the launch of IM gives the brand a way to stretch beyond its value-led reputation and compete more directly in the premium EV space, where technology, design and performance are becoming increasingly important battlegrounds.

The Refined Intensity campaign is live now and will run until 5 July 2026.