MG’S bold badge bid raises eye­brows

South Waikato News - - Motoring - AN­DREW MACLEAN

Bri­tish car maker, MG, is set to make the big­gest change to its iconic badge since the com­pany was founded al­most a cen­tury ago.

The brand is test­ing a new iden­tity on the stun­ning E-mo­tion elec­tric sports car con­cept re­vealed at the Shang­hai mo­tor show, re­plac­ing its tra­di­tional oc­tag­o­nal logo with a more stylised round badge as part of a softer, Euro­pean-in­spired new de­sign lan­guage that will even­tu­ally make its way across MG’S ex­ist­ing range of hatch­backs and SUVS.

Shao Jingfeng, the chief de­signer for MG’S par­ent com­pany Shang­hai Au­to­mo­tive In­dus­trial Cor­po­ra­tion (SAIC), told Fairfax at a pre­view of the E-mo­tion that he is ex­pect­ing some backlash from tra­di­tional own­ers but said the change was nec­es­sary to in­te­grate the badge into the more or­ganic style.

"I make a lit­tle test with this car," he said. Do you know your car badges? "It is so dif­fi­cult to use this [old badge] into our de­sign, be­cause it looks like a big nose. It is too pointy. It has too many an­gles that it doesn’t fit with this new style. "I don’t want our cars to look an­gry with this badge, I want to make it look more like a friend." It is the first al­ter­ation to the famed Mor­ris Garages (MG) badge for over 90 years.

The new MG badge (left) adorns the com­pany’s E-mo­tion elec­tric sports car con­cept with two ex­am­ples of the old oc­tag­o­nal de­sign at the right.

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