The $52,990 drive-away starting price for MG's new U9 ute will not last forever, but the brand will look to add more "value" as prices go up.
MG Australia launched the U9 earlier this month with lower-than-expected pricing starting from $52,990 drive-away, but the brand admits it cannot maintain that price point going forward.
Speaking to journalists at the launch event, MG Australia boss Peter Ciao said the new product rollout strategy will see the brand launch cars at the lowest possible price, before slowly creeping up, rather than bouncing up and down like in the past.
“In the past one-to-two years, MG’s prices have been going up and down too much,” Ciao said.
“I have learned lots of lessons, so I put an ‘iron rule’ for me. After I launch the model, the price [will] only [go] up, never down.
“That’s why I started from a very, very [good] value offer [on U9] first.”
MG Australia had earlier indicated a starting price around $55,000, but the new price position undercuts even the platform-sharing LDV Terron 9.
Since then, MG4 pricing has steadily climbed, and is now available from $37,990 drive-away.
However, Ciao indicated that despite price rises incoming for the U9, MG will still look to offer value to customers – possibly with more standard equipment.
“How [do we justify going] up [in price]? Absolutely with this model [U9], we will bring more features, more accessory parts, more value for customers, but the price will increase in the future,” Ciao said.
“I think the price should match the value of the model, and the value is finally decided by the customers, the volume will ensure everything.
“We will follow the data very much.”
However, Ciao would not be drawn on exactly when to expect a price increase on the new U9 ute.
Tung Nguyen has been in the automotive journalism industry for over a decade, cutting his teeth at various publications before finding himself at Drive in 2024. With experience in news, feature, review, and advice writing, as well as video presentation skills, Tung is a do-it-all content creator. Tung’s love of cars first started as a child watching Transformers on Saturday mornings, as well as countless hours on PlayStation’s Gran Turismo, meaning his dream car is a Nissan GT-R, with a Liberty Walk widebody kit, of course.
