Launch of "MG SMILE" – Revolutionising MG sales and customer service to win over Thai customers End-to-End

MG Thailand transforms showrooms and service centres into full-scale customer relationship operation hubs.

SAIC Motor – CP Co., Ltd. and MG Sales (Thailand) Co., Ltd., the manufacturer and distributor of MG cars in Thailand, announced a major comprehensive upgrade of the customer experience with the launch of the “MG SMILE” strategy on May 26, 2026. The strategy aims to reform and integrate the organisational culture of all departments to deliver attentive, transparent, and friendly services, right from the customer's first step in looking for their first car to long-term maintenance, reinforcing the commitment to sustainable growth alongside Thai society.

Key Highlights: Strategic Points

• New Measure of Success: Using the real "smiles" and satisfaction of customers as the baseline, instead of focusing solely on sales figures and automotive technology.
• 5 Moments to Elevate Sales: Emphasizing clear, transparent information without pressuring decision-making, and creating a memorable impression on the vehicle delivery day.
• 6 Moments for After-Sales Service: Covering everything from online service booking and maintenance speed to 24-hour emergency roadside assistance.
• Service Center Makeover: Developing dealers and showrooms nationwide into "User Relationship Operation Centers" to focus on caring for and listening to long-term customer feedback.

The Strategy: Deep Dive

1. Elevating Sales with "5 Smile Moments"

MG has adjusted its sales approach to reduce the pressure of traditional showroom systems by adhering to the principles of friendliness and transparency in information, conveyed through 5 key moments:

• First Contact Smile: A warm and friendly welcome alongside preliminary information from the very first step.
• Discovery & Recommendation Smile: Understanding and recommending vehicle models that align with the customer’s true lifestyle and needs.
• Test Drive Experience Smile: Opening up a fully efficient test drive experience to build confidence in vehicle performance.
• Transparent Pricing & Finance Smile: Clarifying details on pricing, installment schedules, and financial terms clearly and straightforwardly without ambiguous obligations.
• Delivery Day Celebration Smile: Granting moments of happiness and creating the highest impression on the new vehicle delivery day.

2. Peace of Mind for Every Drive with After-Sales "6 Smile Moments"

Following vehicle delivery, MG has laid out a new "Service Journey" system to establish convenience and reduce maintenance anxiety across 6 core service touchpoints:

• Service Booking Smile: An online booking system that is easy, fast, and hassle-free.
• Service Arrival & Check-in Smile: A systematic and smooth vehicle registration process upon arrival.
• Waiting Experience Smile: A comfortable and relaxing lounge area while waiting for service.
• Service Quality & Speed Smile: Maintenance and routine check-ups that are standardized, rapid, and highly efficient.
• 24/7 Roadside Assistance Smile: 24-hour emergency roadside assistance to add peace of mind on every journey.
• Follow-up & Relationship Smile: Continuous post-service follow-ups to maintain a good, long-term relationship.

Mr. Da Sen Sen

Brand Direction: “IN THAILAND FOR THAILAND”

Mr. Da Sen Sen, Managing Director of SAIC Motor - CP Co., Ltd., revealed that in this era, the automotive industry is not measured by technology alone, but by the personnel and the experience customers receive at every touchpoint. Driving showrooms to become User Relationship Operation Centers, or customer relationship management hubs, will be the key to enabling the brand to grow sustainably by listening to and developing from the actual experiences of Thai consumers.

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