MG Hector Plus Entry in India: Challenges and Strategies

India’s robust gross domestic product (GDP) growth, combined with a burgeoning demand for automobiles and favourable government policies, attracted international players to the market. In 2019, MG Motor made its foray into the Indian automotive sector, capitalizing on a welcoming business environment. The company introduced two vehicles and had plans to launch its third, the Hector Plus. However, the COVID-19 pandemic disrupted the Indian landscape when a nationwide lockdown was enforced on 24 March 2020. This directly impacted MG Motor and the broader economy. Simultaneously, the strain in cross-border relations between India and China influenced consumer sentiment. In response to these evolving conditions, MG Motor India revamped its strategies. This case delves into how MG Motor India adapted its strategies in light of these changes, utilizing societal marketing approaches to navigate environmental challenges. We aim to examine the following questions within this case study: What business environment did MG Motor India confront in this transformed scenario? How did the ongoing COVID-19 situation affect MG Motor India’s sales? And will the electric variant of MG Hector Plus prove successful in the Indian market?