“If you want to keep growing, if you want to keep evolving, the broker sector is really an area that you can’t afford to ignore.”
FOLLOWING several years of reduced performance in the broker space, MG is planning to increase its presence during 2026.
Speaking to Broker News at the launch of the electric MG S6 SUV, Head of Product and Planning, David Allison (main picture), says the brand could not afford to ignore the broker and leasing channels in future.
The move comes as part of a wider growth plan as MG aims to hit 100,000 cars a year in the UK, up from a stable 80,000-a-year for the past couple of years.
Reflecting on MG’s expansion path, Allison explains that the brand relied heavily on fast-turn channels to build visibility.
“I think if you go back to where we were four or five years ago, we really established ourselves by playing in some of those fields. But they were probably more direct rental at a point where rental companies were starved of product because of the chip crisis.
“We felt that it was a good way to get market presence and to get cars on the road. Today it’s probably less easy because everyone has full product portfolios available. So those channels, including broker, were quick routes to market. We’ve probably not done as much of that as we could have done, truth be told.”
Every manufacturer, Allison says, is “now full of product”, increasing competition in the broker and leasing channels. That shift means brokers are once again key players in helping brands balance volume and mix. As a result, MG is assessing how it re-engages.
He adds that growth ambitions mean MG cannot ignore the channel: “If you want to keep growing, if you want to keep evolving, it’s really an area that you can’t afford to ignore.”
A more selective approach
While MG expects to increase its broker presence, the strategy won’t be about pushing indiscriminate volume. The brand has undergone a full reset of its product range over the last 18 months, focusing first on hybrid and then on electric, and is now in a phase of controlled network and model expansion.
The brand is targeting modest retail network growth “maybe 160 to 165” retailers, up from today’s network of 156 (but keeping the same number of business partners) and its wider strategy is shifting toward long-term customer retention.
MG product updates
Allison highlights the importance of powertrains and whole-life cost competitiveness in winning more business. Hybrid has become a major pillar for MG.
“44% of our mix is hybrid,” he says, making the brand the UK’s second-largest hybrid brand despite only launching its first hybrid a year ago, he claims.
Battery electric remains a focus too, with MG’s BEV share at 19.4%. As the ZEV Mandate ratchets upward, MG is preparing for a higher EV mix next year, supported by a refreshed EV line-up.
This broadening electrified portfolio is expected to strengthen MG’s appeal with business users.
Alongside the recently launched MG S6 (above) and the more premium IM5 and IM6 MGs, the Chinese brand is also understood to be about to reveal a heavily revised MG 4 and a lower cost MG 4 Urban model in the next few months.
Broker News sources also suggest the UK will receive a 7-seat SUV hybrid. This is called the MG QS in Australia where it’s already on sale, although it seems unlikely this nameplate will be used in the UK.
Strategic importance of brokers as MG seeks higher volumes
While MG is not signalling a return to the aggressive volume tactics seen in 2020–2022, the brand is moving into a position where brokers are once again strategically relevant, even though its
The combination of a refreshed product line-up, greater availability and stronger fleet credentials should create demand from the business sector, he said.
The message from MG is that the brand is now ready to work more actively with brokers again; selectively, sustainably and in line with its long-term ambition to reach 100,000 annual registrations in the UK.
As Allison sums up: “If you want to keep growing… it’s really an area that you can’t afford to ignore.”
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Tristan Young is an award winning journalist with more than 25 years’ experience reporting on the automotive industry focussing predominantly on fleet and retail. As a self-confessed petrol-head, Tristan has a weakness for car classifieds. When he’s not writing about the automotive industry, he can usually be found outdoors with a small pack of border collies.
