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Thinking EV? MG Goes On The Offensive In Australia
MG Motor Australia has just dialled up the volume. The new national campaign, built around the tidy line “Thinking EV? Think MG.”, is live across TV, out-of-home, cinema, YouTube, search and radio. No subtlety, just a clear claim: when Australia thinks electric, MG wants to be top of mind.
Created with independent agency Elevencom, the work stitches together a familiar mix of glossy product shots and large-format out-of-home executions. It leans on a neat, almost cheeky proposition and a line-up that ranges from sensible hatchbacks to a proper roadster, because why be boring?
On show are the MG4 EV and its Urban variant, the family-minded MGS5 EV and MGS6 EV, and the show-off piece de resistance, the Cyberster roadster. The message is simple: MG is not a one-trick pony, it is an EV stable with models that hit multiple price points and lifestyles.
The campaign also doubles down on MG’s recent history in Australia. Since bringing the ZS EV to the market in 2020, the brand has pushed affordable electric ownership rather harder than some of its flashier rivals. That early move helped seed a broader range, and now MG is happy to point out that it has models for first-time EV drivers and for those who want a little more sparkle in their commute.
Visually, the ads are all polish and poise: clean studio banners, bold headlines and a design-first presentation that aims to surprise anyone still thinking EV equals beige. The point is to pair accessibility with a wink of premium feel, to say you can have electric without the showroom smugness.
Why It Matters
Australia’s EV market is no longer a curiosity. It is a battleground. This campaign is MG’s attempt to turn recognisability into reflex: when a buyer contemplates plug-in transport, the brand wants to be automatic. Whether that will move shoppers off the fence remains to be seen, but for now MG has put its cards — and its cars — on the table.
If you are thinking EV, MG is making a solid case for being among the brands worth checking out. If you are not yet thinking EV, expect to be tempted.
Zachary Skinner is the editor of TechDrivePlay.com, where tech, cars and adventure share the fast lane.
A former snowboarding pro and programmer, he brings both creative flair and technical know-how to his reviews. From high-performance cars to clever gadgets, he explores how innovation shapes the way we move, connect and live.
