In July this year, JSW MG Motor India rolled out MG Select through its first retail outlet in Thane, Maharashtra.

MG Select is the brand’s premium offering through which it aims to sell cars such as the Cyberster and MG M9. After launching in Thane, the brand has expanded its reach through the launch of ‘experience centres’ across Bengaluru, New Delhi, Pune, Hyderabad, Chandigarh, Ahmedabad, Surat, Kolkata, Kochi, Gurugram, Chennai, and Mumbai. 

The initiative aims to enhance the customer experience for luxury buyers, focusing on innovation, sustainability, and curated experiences. 

We caught up with Milind Shah, head, MG Select, to understand more about the ‘experience centres’ and the ‘premium offering’ under JSW MG Motor India.

Edited excerpts:

What is the idea behind launching MG Select?

MG Select represents JSW MG Motor India’s vision to reshape how luxury mobility is experienced in the country. It goes beyond automotive retail. MG Select is a thoughtfully designed space where technology, iconic design, and elevated brand experiences come together.

Inspired by the aesthetics of an art gallery, MG Select places the car at centre stage — celebrated as a design object and a lifestyle symbol. Every element of the space is crafted to evoke sophistication, emotion, and a sense of personal connection. MG Select is where innovation meets elegance, and where luxury is experienced with intention and depth.

How is the luxury car market category growing? 

India’s luxury automotive segment is undergoing a significant transformation. With luxury EV sales growing at over 45% year-on-year, and a rising base of affluent, design-conscious consumers, the market is shifting rapidly. Younger buyers are seeking more than status symbols. They’re drawn to brands that reflect their values, aesthetics, and aspirations. Today, sustainability, innovation, and experience are as critical as performance and design.

How will MG be looking to attract new customers?

We have built our approach around the new-age consumers that are affluent, tech-savvy professionals, entrepreneurs, and tastemakers. Our vehicles—like the MG M9 and MG Cyberster—are technologically advanced and emotionally resonant. They speak to a lifestyle that’s progressive, design-conscious, and future-ready.

To engage this audience, we’ve created immersive MG Select spaces that celebrate automotive design as art. These environments are crafted to foster discovery, dialogue, and emotional connection. From curated collaborations with artists and designers to personalised brand touchpoints, MG Select offers a multi-layered experience that goes far beyond just transactions by inviting consumers into a world where luxury is intentional, expressive, and future-forward.

 What are the marketing plans for both the cars?

We believe that every car tells a story—and our marketing plans for the MG Cyberster and MG M9 are crafted to bring those stories to life in ways that resonate deeply with their respective audiences.

The Cyberster marks the return of the iconic two-door sports car, reimagined for an electric future. It’s a celebration of driving excitement, freedom, and design. Our campaign will lean into this emotional narrative—blending nostalgia with innovation. We’re creating immersive social media storytelling that captures the spirit of the roadster lifestyle. We are also rolling out experiential drive events that will allow enthusiasts to feel the thrill firsthand, in curated settings that highlight the car’s performance and design.

And finally, we have collaborations with lifestyle influencers, content creators, and design tastemakers that will help amplify the Cyberster’s appeal across digital and cultural platforms.

The M9 is our flagship luxury offering. It’s an ultra-premium limousine that redefines comfort, space, and sophistication. It’s designed for those who value discretion, elegance, and presence. For this, our strategy includes exclusive private previews in high-luxury settings, allowing potential buyers to experience the M9 in a context that matches its stature. We’ll host luxury lifestyle events that bring together HNIs, corporate leaders, and hospitality partners, creating a networked ecosystem of influence and aspiration.

Together, these campaigns reflect MG’s commitment to storytelling, experience, and cultural relevance—ensuring that each car finds its audience in a way that feels authentic and aspirational.

Both the offerings are electric. What is the state of the market currently in terms of consumer sentiment around electric cars?

India’s EV landscape has made remarkable progress in recent years, and we’re seeing a clear shift in consumer mindset—especially in the luxury segment. In FY 2024–25 alone, over 20 lakh electric vehicles were sold across categories, marking a 15.68% year-on-year growth. Today’s buyers are actively seeking electric mobility, with sustainability, innovation, and future-readiness emerging as key drivers of decision-making.

With the launch of MG M9 and MG Cyberster, we’re tapping into this momentum. These vehicles are emotionally compelling, design-led, and technologically advanced. The infrastructure is improving, awareness is growing, and the aspiration for clean mobility is stronger than ever.

To support this shift, we’ve invested in building a robust EV charging ecosystem across India. Through strategic partnerships and sustained efforts, we’ve installed DC fast chargers at key public locations, malls, and highways. Complementing this physical network is our eHub by MG app, which connects users to over 12,400 fast charging points nationwide. Additionally, our internal research shows that over 90% of EV users prefer home charging, further simplifying the ownership experience and reducing reliance on public infrastructure.

And when it comes to long-term value, MG Select vehicles offer a clear advantage. With fewer moving parts, minimal servicing needs, and lower running costs, our customers enjoy meaningful savings without compromising on luxury. To ensure complete peace of mind, we offer a lifetime warranty on the high voltage battery for the first owner of the MG M9, along with a three year/unlimited kilometre vehicle warranty.

The market is evolving in a direction that MG Select stands for and is progressive luxury, powered by purpose, backed by infrastructure, and built for longevity.

What are the challenges in the auto industry right now? 

The auto industry is navigating a dynamic landscape shaped by multiple headwinds—global supply chain disruptions, volatile input costs, evolving regulatory frameworks, and the gradual rollout of EV infrastructure. These factors influence everything from production timelines to pricing strategies.

In the luxury segment, the challenge is even more nuanced. Consumers expect constant innovation, tech-forward experiences, and sustainability without compromise. Meeting these expectations demands agility, foresight, and a deep understanding of cultural shifts.

We view these challenges as catalysts for creativity. Before localising the brand experience, we undertook extensive R&D and thematic exploration to ensure every element—from product positioning to spatial design—felt globally inspired yet locally relevant. These insights helped us streamline operations, tailor messaging, and craft vehicles that stand apart in both form and function.

Every constraint has been an invitation to innovate.