Astara imports MG: Interview with Nicole Sahlmann: Chinese brand MG wants to start in Switzerland

class = “sc-cffd1e67-0 iQNQmc”>

Chinese brands BYD and MG announced that they will start sales in Switzerland even before the Geneva Motor Show. That’s why they are presenting their new products to the Salon audience in Geneva until Sunday evening. The only remaining questions are who will take over the import business of the two Chinese brands in Switzerland and when the first models will be available at local dealers.

Now there are answers to these questions. Emil Frey Group, Switzerland’s second largest importer, is securing imports from BYD, China’s second largest automobile manufacturer. The first BYD vehicles will be available through Swiss dealers from the summer. MG’s (part of the Chinese conglomerate SAIC) import, sales and customer service in Switzerland are secured by Astara, currently our country’s third largest automobile importer.

Astara currently imports Hyundai, Nissan, SsangYong, Maxus, Aiways brands, as well as Fiat, Abarth, Alfa Romeo and Jeep Stellantis brands. Astara’s takeover of MG imports to Switzerland isn’t exactly a surprise. After all, the company, owned by the Spanish Bergé Group, is already an importer of the once British brand in Latin America (Peru) and Western Europe (Belgium and Luxembourg). With more than 230,000 vehicles sold in 2023, MG is one of the most important Chinese car brands in Europe – probably most importantly thanks to its wide range of car and SUV models with full drive systems; From combustion engines to hybrids and plug-in hybrids to fully electric.

Sales start in May

The Swiss MG business must now hit the ground running on the occasion of MG’s 100th anniversary. Former SsangYong boss Nicole Sahlmann, who returned to Astara after her tenure at Amag, will take over the leadership of MG Switzerland. The 52-year-old coach is happy with his new challenge. «The MG brand comes to Switzerland at the right time and with a very interesting offer. “It makes electromobility affordable for the general public and at the same time offers quality and performance.” Blick spoke to the new manager of MG Switzerland at the Geneva Motor Show.

Blick: What goals does Astara aim for with MG in Switzerland?
Nicole Sahlmann: We work for price leadership with MG. Customers don’t need to give up on quality and attractive design.

Which models will you offer in Switzerland?
When sales start in May, we will offer the MG4, Marvel R and ZS models. The MG3, Cyberster electric Convertible and HS models will be introduced later this year. More will come in 2025.

With MG in Switzerland you rely on a proven dealer sales team. So who are these sellers?
We already have a number of interested parties and will establish a network of ten strong MG locations by the end of 2024. We aim to establish a network of a maximum of 25 MG points by the end of 2025, primarily in the major metropolitan areas of Switzerland.

Where do you see MG in Switzerland in one and five years?
We want to sell 1600 MG in Switzerland this year. We target 3 percent market share in the medium term. We assume that we can appeal to a wide population in Switzerland due to the attractive model range that perfectly meets current customer needs and, in particular, makes electromobility affordable for large customer segments.

Source: Blick