MG introduces its new IM brand

For such a potentially important announcement, the official statement is curiously devoid of detail.

“MG Motor UK has released the full technical specifications, photography, and videography for the new MG IM5 and MG IM6.”

That’s it. One of the oldest names in automotive is apparently introducing two brand-new cars sporting a new premium badge, and without any of the usual fuss or fanfare. That’s either a slightly bonkers decision, or it’s a demonstration of the supreme confidence MG has in its product.

So what exactly is the deal with the MG IM thing?

That’s a good first question. And here’s the second: where do these two new cars fit into the UK market?

MG's new premium-EV sub-division “IM” has recently launched the IM5 and IM6, and usually, when a new brand - or in this case, a brand that is aiming upmarket - introduces models that are clearly meant to shake up a segment the way these two are, you might expect some kind of marketing narrative to build the picture. Instead, we have a few bullet points and a couple of spec sheets.

MG wants to move beyond value appeal

The IM sub-brand is aimed at broadening the customer base beyond the value-focused models in the current MG range, expanding into the premium EV market and going head-to-head with the likes of Tesla, Audi, BMW, and so on. Value brand to premium contender is a big leap, especially against such serious competition.

Which is why MG’s understated approach to the launch of the IM brand is more likely to be a strong indication of confidence, not a deficiency in the marbles department.

Rather than building a PR narrative, the strategy appears to be, “let the numbers do the talking”.

So here goes: Impressive range, rapid charging times, powerful dual-motor performance, 800v architecture, air suspension, four-wheel steering, these are all premium features, and the wisdom in MG IM’s approach could lie in allowing those features to speak for themselves.

Both the MG IM5 and MG IM6 feature specification sheets with serious credentials.

MG IM5 - an all-electric saloon

The IM5 is a premium all-electric saloon that offers a potential alternative to rivals such as the Tesla Model 3 and BMW i4. MG describes it as a “penthouse suite”, conjuring up an image of a refined and luxurious interior.

Dual-motors and the latest battery technology drive the MG IM5 to 62mph in as little as 3.2 seconds, whilst simultaneously offering a driving range in the region of 440 miles from a single charge. And when you’ve finished going a long way very quickly, its 800v architecture allows you to top up the battery from 10-80% in just 17 minutes - features that Carwow noted in its car review.

MG IM6 - the all electric SUV

Unsurprisingly, it’s a very similar story in the new MG IM6 as well.

Swapping the saloon styling for a curvaceously elegant SUV body style perfectly suits the MG IM6. It increases the practicality with a larger boot space, and the swooping roofline still conceals an interior more akin to a business lounge than a car. Heated and ventilated seats offer supreme comfort, the panoramic roof brings light, and it features the same ultra-wide display and central screen as the IM5, along with wireless phone charging and all the driver assistance functions you can think of.

Again, the most powerful dual-motor IM5 makes the most of the battery to generate the same 750bhp power output, albeit with slightly different results due to it being SUV-shaped rather than the marginally more aerodynamic saloon. You can still take advantage of the same 17 minute fast-charge time, but the sprint to 62mph requires a fraction longer – a sarcastically whopping 3.5 seconds – and the battery pack’s driving range drops to around 388 miles, which is still more than enough to get most of us where we need to be on a regular basis.

Despite the inevitable questions surrounding a new brand offering new products, the introduction of the IM5 and IM6 demonstrate that MG is clearly intent on upping its game.

The new MG IM range looks to offer drivers a combination of power, performance, refinement, and technology that should make some of those rivals a little nervous.

And the best news for anyone considering leasing a premium EV, an MG IM will most likely give you all of the above at a lower price point too. Step this way to find the best leasing rentals for the MG IM5 and the MG IM6.