MG Motor Australia is gearing up for a major expansion in market share, using the launch of its first-ever dual-cab ute — the MG U9 — as the cornerstone of a strategy to become one of the country’s top three automotive brands by 2030.
Unveiled at the 2025 Melbourne Motorshow in April, the U9 marks MG’s entry into the highly competitive light commercial segment, and according to Giles Belcher, Chief Commercial Officer at MG Motor Australia, it’s only the beginning.
“With this expanded range, we’re aiming high — top five by the end of 2027 and top three by the end of 2030,” Belcher said during the reveal. “A big part of this is expanding into new segments. Our goal is to offer a vehicle for every life stage and at every $10,000 price point. Whether it’s your first car, a growing family or a move to EVs — MG will have you covered.”
From Hatchbacks to Heavy Duty: A Broader Strategy
MG’s recent success in the small car and compact SUV space has laid the foundation for broader growth. Vehicles like the MG3, MG ZS and MG4 EV have already made MG a top-10 brand in Australia, but the company’s leadership sees greater opportunity — especially in segments where it hasn’t previously competed.
The arrival of the MG U9 puts the brand into the dual-cab ute market for the first time, taking on volume sellers like the Toyota HiLux, Ford Ranger and Isuzu D-MAX. It’s a crucial move considering utes represent Australia’s second-largest vehicle category by volume.
“This is a huge moment for MG,” Belcher said. “We know that to be a serious contender, we need to compete in the segments Australians care most about. That includes dual-cab utes, seven-seat SUVs, and of course, expanding our electrified line-up.”
MG U9: More Than Just a Workhorse
Built for Australian conditions, the MG U9 will launch with a 2.5-litre turbo-diesel engine, dual-cab configuration and a clear focus on value — combining performance, practicality and tech without the premium price tag. Although full specifications are still to come, MG has confirmed that the U9 will offer a high level of standard safety and connectivity features, including advanced driver-assist systems and next-gen infotainment.
But beyond its features, the U9 is designed to shift perceptions about what a value-brand ute can offer.
“Today’s drivers want more — more connectivity, more performance, smarter solutions — and they shouldn’t have to pay a premium for it,” Belcher said. “That’s why tech isn’t an add-on for us. It’s a central part of our promise of value.”
A Vehicle for Every Stage of Life
The U9 is just one of six new models revealed by MG at the Melbourne Motorshow, with others expanding the brand’s reach into premium electric sedans (via the IM5), family-friendly hybrid SUVs (HS HYBRID+), and seven-seaters like the new QS.
From entry-level hatches to high-performance EVs, MG is methodically building a portfolio to appeal to a broader slice of the Australian population.
“Our belief is simple: every Australian deserves access to great cars with no compromises,” Belcher said. “That’s what MG is here for — best value, complete solutions, and innovation that doesn’t just keep up, it leads.”
The Road Ahead
MG’s ambition is bold, but not unrealistic. Backed by parent company SAIC Motor — one of the world’s largest vehicle manufacturers — MG has access to a growing stable of products and platforms, including shared architecture with LDV’s commercial range. The U9, for example, shares its underpinnings with the LDV Terron 9, but brings a more lifestyle and tech-focused flavour to the segment.
With a growing national dealer network, competitive aftersales support including a 10-year warranty, and a sharp focus on customer value, MG is well-positioned to push beyond its current top-10 ranking.
“As a 100-year-old brand, we’re proud of our heritage,” Belcher said. “But right now, it feels like we’re just getting started.”
