NAC are the new owners, they're entitled to do what they want. In a capitalist society I am always reminded by an American colleague that sentiment has no place. You do what's necessary to make a profit. If that means re-branding, so be it. The few enthusiasts feeling left out are of little concern to the potentially new market.
From one of the articles doing the rounds currently:
MG’s new Chinese owner, Nanjing Automobile Group, has decided to change the meaning of the famous initials to help promote the brand in its new home. MG originally stood for Morris Garages but Nanjing’s Zhang Xin has commented that the firm “wants Chinese consumers to know this brand as Modern Gentleman, to see that this brand represents grace and style.”
China has only just come into the automotive market in relative terms compared to the history of many European brands - any heritage relating to Abingdon, Kimber or Morris etc is of little issue to the average Chinese buyer at which the majority of the non-sportscar production will be targetted (remember they will be building saloons/hatchbacks for the Chinese market). As with SAIC that hoped to get the Rover name (Rover cars, not Land Rover), NAC wanted to get a brand that had European roots that they could build on and distance themselves from local Chinese brand names, thus appealing to a more affluent buyer. It does state that NAC intend to brand it as the Modern Gentleman in the Chinese market.
And as the majority buyer in China is likely to still be a male, sexism and Modern Gentlemen is probably of little concern as much as it is in the Western markets.
The latest news is that NAC are looking for an advertising agency here in Europe to help re-launch the TF sportscar which suggests that they at least understand the need to maintain the heritage in this market, and have been working very closely with the likes of the MGOC (specifically Roger Parker) to ensure that they market it right here.
Of course, the other news is that there appears to be a dispute between the Chinese and the Americans that have been over here at Longbridge over the Chinese approach to business. The Ardmore facility is in question at the moment, once again highlighting that the ways of the West are very different to those of the Chinese.
And a final point, according to Cecil Kimber's daughter and John Thornley, MG never stood for Morris Garages. It is true to surmise that as a result of Morris Garages of Oxford being the base for the sporting specials that eventually became production MG cars, this is the case. But according to the insiders, MG always stood for itself, just MG, and nothing more!
