MG leans on Australian dealer, parts and accessories network as Chinese-brand rivals multiply

Launch platform: the MGU9 EV and MG's network pitch

MG Motor Australia has timed a fresh pitch on its local dealer and parts infrastructure to the Australian launch of the MGU9 EV, an electric dual-cab ute arriving in showrooms on 29 October 2026, according to GoAuto's report from the model's media launch. Thule's local channel manager Diego Steininger told GoAuto that accessories developed for the new ute form part of a wider retail push through MG dealerships. ¹

MG Motor Australia and New Zealand marketing lead Dimitri Andreatidis told CarExpert, in an article republished by 7NEWS, that the brand's focus is on dealers and customers rather than its sales figures: "From our perspective, we're focused on ensuring that we are bolstering our dealer network as much as possible. We want to ensure that they've got all the resources they need to provide the best possible customer experience, and we will continue to build our product portfolio," he said. The 7NEWS report presented this as MG's response to being usurped as the top-selling Chinese brand by BYD, GWM and Chery. ³

Thule accessories program expands beyond roof racks

MG and Swedish accessories maker Thule are expanding their partnership, with a broader rollout of Thule products through MG dealerships, Thule's local channel manager Diego Steininger told GoAuto. Thule-provided accessories for the MGU9 EV include roof top tents, roof boxes, bike racks, kayak carriers and roof racks. ¹

Steininger told GoAuto that Thule had worked with MG for about three years, including roof scanning with engineers to develop fitments, and that the MGU9's flush roof rails require an MGU9-specific roof rack kit that is not compatible with any other vehicle. Thule accessories have been available in Australian MG dealerships for about a year and a half, and a new program to incentivise accessory sales will begin with five dealerships: Sydney City MG, Werribee in Melbourne, two in Perth and one in Brisbane City. ¹

MG Motor Australia marketing director Dimitri Andreatidis described the Thule arrangement to GoAuto as a lifestyle partnership from which both brands benefit. GoAuto also notes MG is not alone in this approach: Chery has partnered with Ironman 4x4 to provide accessories for its Stockman diesel plug-in hybrid ute, and Ford's partnership with ARB dates from 2019. Steininger added that fitment kits developed locally can be rolled out globally where MG launches the same vehicle in other markets. ¹

Sales slide context: volume down, nameplates up

MG's infrastructure pitch comes against a changing sales picture. According to CarExpert Atlas data reported by 7NEWS, MG sold 18,145 vehicles in Australia to the end of May 2026, a 2.1 per cent year-on-year gain but down on the same period in 2022, 2023 and 2024, and its lowest January-to-May result in five years. It placed 10th overall, behind Chery on 20,459 sales and ahead of Isuzu Ute on 16,263. ³

MG's best January-to-May result of 20,769 sales in 2022 was achieved with only three models — the ZS, HS and MG3 — when it finished seventh overall as the top Chinese brand, 7NEWS reported using CarExpert Atlas data. By contrast, the 2026 figure came from 12 nameplates, including two electric models from the IM Motors sub-brand launched in Australia in 2025. Andreatidis told CarExpert that the competitor influx represents "healthy competition" and that MG is focused on reinforcing what the brand stands for. ³

The 7NEWS article, republishing CarExpert's reporting, also noted that the MG U9 Black Edition dual-cab ute was announced with cosmetic and equipment upgrades including all-terrain tyres and Towing Cruise Control, and that MG will launch an electric version of the U9 in local showrooms later in 2026. Rival BYD finished second overall in April and May 2026, behind only Toyota, with EVs reaching a record 19.9 per cent share of the Australian market in May 2026. ³

Warranty conditions and aftersales position

MG's aftersales posture also carries conditions. Region reports MG is the second brand after Mitsubishi to require customers to service exclusively with an authorised dealer to keep an extended warranty: a standard seven-year/unlimited-kilometre warranty remains, but from the 2026 financial year non-commercial customers can access 10 years or 250,000 km, whichever comes first, provided all scheduled servicing is completed at an authorised MG dealership. MG head of aftersales Kenneth Lu said the FY26 warranty program reflects the brand's commitment to supporting owners "at every stage of their journey". ⁵

Region reports the ACCC investigated Mitsubishi's similar 10-year condition in 2020 and ultimately allowed it, finding no basis to conclude the notified conduct had the purpose, effect or likely effect of substantially lessening competition. The commission declined to comment on MG's specific case but noted Australian Consumer Law guarantees can apply regardless of who services a vehicle, and that a business failing to meet those guarantees may owe consumers a remedy including a refund, repair or replacement. ⁵

A decade of factory-backed ownership in Australia

MG's current scale is built on a decade of direct SAIC control. GoAuto reported in October 2015 that SAIC Motor, China's biggest motor company, was taking direct control of MG distribution in Australia after independent operator Australia Longwell Motor sold just six MG6s in two years, ran afoul of Australian Design Rules over non-compliant child seat mounting points and fell into dispute with SAIC. SAIC Motor Australia relaunched the brand with a March 2016 sales launch featuring the facelifted MG6 and MG3, with the MG GS SUV added from the third quarter of 2016. ⁴

MG Motor Australia CEO Peter Ciao told CarExpert in an exclusive 2025 interview that Australia was chosen for a full factory-supported OEM importer model ahead of Europe, that more than 250,000 MG vehicles are now on Australian roads, and that IM by MG Motor would initially share MG showrooms and workshops, with every current MG dealer authorised for an IM franchise. Ciao also said MG's ute strategy would target the lifestyle end of the market rather than fully commercial buyers, describing the U9 as the brand's sixth pillar. ²