In an era where personalisation and experience define brand loyalty, JSW MG Motor India is steering automotive retail into uncharted territory with its luxury brand channel, MG SELECT. Departing from conventional dealership models, this channel draws inspiration from luxury art galleries, crafting retail spaces that engage customers on a deeper emotional level.
Speaking to Mobility Outlook, Milind Shah, Interim Head – MG SELECT, explained that the initiative aims to move beyond transactional showrooms to create immersive, sensory-driven environments. Through curated art installations, brand heritage exhibits, and thoughtfully designed spatial elements, it offers an experience that reflects minimalism, elegance, and emotion—strengthening the bond between the customer and the brand.
Strategic Foundations
According to Shah, MG SELECT is anchored in three strategic pillars—innovation, distinct experiences, and sustainability. Future offerings will continue to push the envelope in design and technology, delivering personalised, emotionally resonant ownership journeys. With a strong focus on the New Energy Vehicle (NEV) segment, the brand aligns with India’s green mobility agenda while staying attuned to global trends, he said.
The goal is to deliver differentiated, premium yet value-driven products that merge functionality with luxury. By offering world-class experiences at the right price point, MG SELECT aims to carve its own niche in the luxury landscape—aspirational, accessible, and future-ready, Shah added.
Fostering Deeper Connections
Shah observed that building brand loyalty goes beyond a single sale—it’s about “cultivating trust across the ownership journey. The cornerstone of MG SELECT’s strategy is its robust after-sales framework and thoughtfully designed customer engagement initiatives. These are aimed at delivering not just satisfaction, but a long-term emotional connection with the brand, he explained.
Through proactive support, efficient service, and ongoing communication, the vehicle maker aims to create a seamless ownership experience that strengthens customer trust, boosts retention, and fuels brand advocacy. The integration of these services with the channel’s refined retail approach “makes loyalty a natural extension of the experience,” he said.
More than just a sales touchpoint, MG SELECT represents a strategic evolution in customer engagement and brand positioning. Merging luxury retail aesthetics with digital-first innovation, it offers “concierge-style service tailored for discerning, experience-driven buyers. By bridging the gap between mainstream practicality and luxury sophistication, MG SELECT carves out a unique niche—redefining what premium automotive retail means in India,” he highlighted.
Luxury With Emotion, Elegance In Simplicity
According to Shah, the customer journey, at MG SELECT, is personalised “from first interaction to vehicle delivery, guided by a dedicated relationship manager.” Every stage—booking, configuration, and service—is streamlined through integrated digital tools. But beyond convenience, the brand seeks to build an emotional connection, culminating in memorable, curated delivery moments that linger well beyond the showroom, he stated.
The design of its Experience Centres furthers this philosophy. Rooted in minimalist yet emotive luxury, these spaces move away from traditional opulence to present a gallery-like environment where vehicles are displayed as works of art. “Clean lines, open layouts, and curated storytelling replace clutter with clarity and meaning,” he mentioned.
Visitors are invited into a space that blends aesthetic subtlety with digital innovation—think interactive displays, LED installations, immersive soundscapes, and augmented reality touchpoints. Each zone—whether for vehicle exploration, consultation, or private meetings—is designed for seamless interaction in an atmosphere of quiet sophistication. These centres also reflect MG’s sustainable ethos and offer a selection of co-branded luxury merchandise, emphasising the brand’s alignment with modern and conscious luxury, he indicated.
Redefining Reach
While MG SELECT caters to discerning, experience-driven buyers, the brand is equally focused on attracting younger, lifestyle-oriented and also hesitant audiences. Recognising the need to connect with a broader demographic, the OEM is building a parallel ecosystem that blends product excellence with cultural relevance.
Through collaborations with fashion, tech, and sustainability brands, the company is creating a holistic brand world that resonates with the aspirations of modern consumers. The strategy is digital-first, offering immersive online journeys, curated events, and engaging touchpoints—all designed to deliver emotional value while remaining accessible and price-conscious. As per Shah, MG SELECT’s distinction lies in its curated ownership experience, designed to deepen connection, strengthen brand equity, and personalise the ownership journey.
M9, Cyberster – Twin Flagships Of Luxury & Legacy
The vehicle maker’s vision for the future of premium mobility lies the MG M9 and Cyberster – the models that are just the beginning of MG SELECT’s journey in shaping the future of mobility.
MG M9—the flagship MPV, redefines comfort and sophistication in India’s electric vehicle landscape. As road travel becomes more integral to modern lifestyles, the M9 rises to the occasion with exceptional space, ultra-premium comfort, and cutting-edge technology.
Cyberster stands on the performance end of the spectrum. Inspired by the iconic MG B roadster, it blends classic design with modern electric performance, offering a refreshed take on open-top driving for today’s generation. This sleek two-door convertible blends MG’s heritage with its future in high-performance electric vehicles.
Expanding Reach, Deepening Roots
Shah said that JSW MG Motor India is charting an inclusive growth path, expanding beyond Tier-1 cities through a multi-channel outreach strategy that blends boutique stores, mobile showrooms, service hubs, and digital platforms. This hybrid model ensures accessibility while delivering a consistent, high-touch experience across urban and emerging markets.
In Tier-2 and Tier-3 cities, the brand takes a hyperlocal approach—focusing on community engagement through curated test drives and targeted marketing. By leveraging data-driven micro-market strategies, the company refines visibility and outreach, fostering deeper connections and trust in these dynamic regions. “The aim is clear: build scale without sacrificing intimacy, and drive adoption of sustainable mobility across a broader spectrum,” he added.
by T Murrali, Mobility Outlook
