MG Motor Australia has launched a major new national marketing campaign for its premium intelligent electric vehicle sub-brand, IM (Intelligence in Motion), signalling the next stage of the brand’s growth strategy in Australia.
Called “Refined Intensity”, the campaign has been developed by Australian independent agency Elevencom and is designed to raise awareness of IM as a premium EV challenger focused on technology, luxury, long-range capability and high performance.
The campaign puts the spotlight on the two EVs currently leading the IM range locally: the MG IM5 sedan and the MG IM6 SUV.
MG launches nationwide campaign for IM EV brand
The brand campaign marks an important milestone in establishing MG’s IM EV subbrand as a serious player in Australia’s premium EV market. The brand is positioning itself as a next-generation mobility company built around:
- Intelligent technology
- Progressive design
- Premium craftsmanship
- Performance-focused engineering
- Human-centred innovation
MG says the objective is not simply to sell electric vehicles, but to reshape expectations of what a premium EV can offer.
The meaning behind “Refined Intensity” campaign
At the heart of the marketing campaign is a creative platform called “I Am”. The concept is intended to reflect both the vehicles and the customers they are targeting.
According to Elevencom Director of Creative Strategy, Jono McCauley, the campaign is based on the idea that IM owners share many characteristics with the vehicles themselves. They are portrayed as:
- Powerful
- Elegant
- Intelligent
- Independent
- Willing to stand apart from the crowd
The campaign combines this messaging with a distinctive visual identity and soundtrack aimed to reinforce IM’s premium positioning.
A nationwide campaign rollout
The “Refined Intensity” campaign is being deployed across multiple channels nationally. These include BVOD (Broadcast Video On Demand), SVOD (Streaming Video On Demand), digital outdoor advertising, Spotify, paid social media, paid search, and public relations activities.
The campaign is designed to increase brand awareness, improve showroom engagement, and drive sales nationally. The campaign is already live and will run until 5 July 2026.
IM5 EV: Performance sedan aiming at Tesla and BYD
The IM5, known globally as the IM L6, is a large liftback-style performance sedan positioned against vehicles such as the Tesla Model 3 Performance and BYD Seal.
Although it offers the footprint of a larger executive sedan, MG has priced it aggressively to compete with smaller luxury EVs. The IM5 EV offers up to 655km range (WLTP) and starts at a $60,990 national driveaway price. Depending on variant, the IM5 lineup offers outputs of up to 572kW.
Also read: MG S6 EV goes on sale in Australia to rival Tesla Model Y
IM6 EV: The SUV alternative
The IM6, known overseas as the IM LS6, is a mid-sized electric SUV aimed directly at the Tesla Model Y. It combines a sleek coupe-style profile with greater practicality and interior versatility than the IM5 sedan. The IM6 EV offers up to 555km range (WLTP) and starts at a $60,990 national driveaway price.
Why MG is investing heavily in IM
MG Product Marketing Manager Garth Dawson said the campaign has been deliberately designed to challenge established norms in the EV market.
He described IM as something of an “undiscovered gem” in Australia, arguing that the vehicles deliver serious performance despite their minimalist, understated design.
According to Dawson, the “Refined Intensity” campaign represents one of the most ambitious marketing initiatives MG has undertaken for a new automotive brand in Australia. It reflects the company’s confidence in IM’s long-term future.
Also read: 2026 MG 4 Urban arrives as brand’s cheapest EV yet
Bottom line
MG Australia is making a significant push to establish IM as a premium EV brand through its new “Refined Intensity” brand campaign. Built around the stylish IM5 sedan and practical IM6 SUV, the campaign highlights the brand’s blend of advanced technology, luxury, long-range capability and genuine performance.
With flagship models producing up to 572kW, ranges stretching to 655km and pricing starting from $60,990 drive-away, MG believes IM has the credentials to challenge established premium EV players while introducing Australian buyers to a more sophisticated side of the MG portfolio.
Comments
New Comment