Surat: JSW MG Motor India has inaugurated its largest MG SELECT Experience Centre in Surat, signalling a strategic push to scale its presence in India’s premium electric vehicle (EV) segment. The new facility, located in the New City Light area, is part of MG’s growing luxury retail network, which now spans 15 experience centres across 14 cities. The MG SELECT format is positioned as a differentiated retail concept, targeting high-value customers through curated, design-led environments rather than conventional dealership formats.
The centre showcases the brand’s flagship luxury EV portfolio, including the MG Cyberster—positioned as the performance-focused electric roadster—and the MG M9, a limousine-style offering aimed at executive mobility. MG’s move comes at a time when tier-2 luxury markets such as Surat are witnessing increased demand for premium vehicles, driven by rising disposable incomes and a growing base of affluent, younger buyers. Industry observers note that automakers are increasingly investing in experience-led retail formats to enhance brand perception and customer engagement in these markets.
According to Milind Shah, Head – MG SELECT, the company has seen strong early traction for its luxury EV lineup, with MG emerging as the second-largest player in India’s luxury EV segment. He highlighted Surat as a “high-potential market” with evolving consumer expectations aligned with global luxury trends.
The MG SELECT retail concept draws heavily from art gallery-inspired design principles, featuring minimalist layouts and immersive spatial experiences. This approach reflects a broader shift in automotive retail, where experience, personalisation, and brand storytelling are becoming central to influencing purchase decisions.
Dealer Principal Sonam Jain noted that the Surat facility aims to build a “community-driven luxury ecosystem,” indicating a focus beyond transactional sales toward long-term customer engagement.
From a product standpoint, the MG Cyberster offers a claimed 580 km driving range and accelerates from 0–100 km/h in 3.2 seconds, placing it among the higher-performance EVs in its segment. It is priced at ₹74.99 lakh (ex-showroom). The MG M9, positioned as a premium chauffeur-driven option, is priced at ₹69.90 lakh (ex-showroom). MG’s expansion of the SELECT network underscores its intent to capture early leadership in India’s nascent luxury EV category, where competition is expected to intensify as global and domestic players scale up premium electric offerings.