Byravee Iyer
May 11, 2015

Cumberbatch revs up for MG Cars

BRAND AMBASSADOR: MG might not have retained much of its British heritage, but the Chinese-owned car brand is counting on a Brit to sell its new SUV.

Cumberbatch revs up for MG Cars

The company recently signed Benedict Cumberbatch to endorse its GTS. The 38-year-old actor was introduced as the new brand ambassador in Shanghai last month.

In the new campaign, Cumberbatch plays a detective on the trail of a mystery woman. The nearly two-minute video plays on the actor’s on-screen Sherlock persona as he takes a ride through iconic London scenes. It is unclear what the association means for the actor’s standing endorsement deal with Jaguar. MG Rover was formed from parts of the former Rover Group, which BMW sold in 2000.

The bankrupt brand was later bought by China’s oldest carmaker, NAC, which has since merged with the Shanghai Automotive Investment Company (SAIC), the country’s biggest car manufacturer.

SAIC has designated MG as the group’s “export brand”. With the new brand and ambassador, the car company will be hoping to revive some of its former glory. Although the brand still operates in some parts of the world, MG’s focus is the wealthy, middle class Chinese consumer. The company also has plans to launch the GTS in the UK later this year.

Auto magazines expect MG Cars to promote the brand’s sporting heritage and position it as a performance SUV. The vehicle will compete in the fast-growing compact SUV sector against cars like the Nissan Qashqai and Vauxhall Mokka. It is rumoured to be priced lower than established rivals.

The carmaker would be banking on Cumberbatch’s popularity in China, where the actor’s on-screen avatar is known as “Curly Fu”, as this sounds similar to the Chinese pronunciation of his character’s name.

Last year, fans in China lobbied UK prime minister David Cameron via Weibo, urging him to bring Sherlock back on air. Their appeals worked and the new series launched on Youku just two hours after its UK debut and received close to three million hits overnight. But the question is, will his appeal translate into sales?

 

Related Articles

Just Published

9 hours ago

Unwrapping Spotify Wrapped: What is the industry ...

The marcomms industry understood the assignment, followed the brief, and let music stay rent free in their head, just like an NFT. Here’s what the industry folks have been listening to this year.

10 hours ago

Accenture Song acquires Fiftyfive5 to boost data ...

The insights and advisory business will help Accenture Song and Fiftyfive5 tap a rising global customer analytics market and further grow its business in Australia and New Zealand.

10 hours ago

GM reveals the sci-fi super team that powers your EV

But is performance and reliability really best left to a gang of stressed out tech-crazy militaristic nerds?

16 hours ago

Korean car brand Genesis revs up the tunes in DJ ...

The DJ set took place in Shoreditch, London.