MG Debuts Luxury IM Brand in Australia with Electrified IM5 and IM6 Models

Published: 18 Jun 2025

Author: Precedence Research

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MG Motor formally debuted its new luxurious sub-brand, IM, which means Intelligence in Motion. The IM5 electric sedan and IM6 electric SUV are the first entries into the MG premium electric mobility portfolio in Australia. The announcement comes after a successful preview at the Melbourne Motor Show earlier this year and represents a big move in MGs transformation from a mainstream automotive brand to a competitive entrant in the high-end electric vehicle (EV) space.

IM Presented by MG Motor, the new brand rides on the popularity of MG Motor to make a name in the already saturated Australian EV market. Priced at USD 60,990 driveaway for the IM5 and USD 62,490 driveaway in the IM6, both models are designed to offer luxury performance and advanced technology at an affordable price. The IM product range includes six variants, with various battery pack options and features to compete with the high-end incumbents, including Tesla and Porsche.

The bi-directional rear-wheel steering that provides up to 12 degrees of articulation is one of the most discussed innovations of the new IM models. This system reduces the vehicles' turning circle radically, even with their long 2,950mm wheelbase, which allows large sedans and SUVs to turn, including small hatchbacks. The technology is on both low-speed parking and high-speed driving, enhancing agility, stability, and general handling.

The launch of IM in Australia is part of the overall strategy of MG to diversify the brand portfolio and meet the rising demand in the premium segment of the EV market. As the Chinese automotive brands infest the Australian market in large numbers, MG seems to be leveraging IM to stand out through the provision of superior design, intelligent engineering, and luxury-focused user experiences. This is a reflective move to the strategies of other manufacturing giants in the world, e.g., Hyundai with its Genesis or Toyota with its Lexus.

The executives of MG think that the IM brand has the potential to become a significant force not only in Australia but also in other parts of the world where luxury electric cars are needed. The company believes that its unusual combination of performance, technical sophistication, and affordable price will interest customers who have already switched to move to less traditional luxury brands to more environmentally friendly mobility options.

Executive's Statement

During the launch, Laurent Jaffart, MG’s Head of International Markets, emphasized the brand’s global ambitions. “IM is more than a new name — it’s a statement about the future of premium electric mobility,” he said. “We are proud to bring this level of innovation and luxury to Australia as part of our global push. The IM5 and IM6 are only the beginning of what we believe will be a transformative journey for MG and our customers.”