Despite the EU’s stringent import duties, MG’s export ambitions haven’t withered. Last week, Europe’s number one Chinese brand opened its largest brand store to date in Roermond, the Netherlands. The flagship showroom is designed to anchor the brand’s identity against the backdrop of shifting consumer priorities.
The new site, developed in partnership with Dutch dealership group Van Mossel, spans over 2,300 square metres and houses new and nearly-new MG models. Situated on the Sodaweg, the multi-level facility showcases 13 new car models in a 593-square-metre showroom, with space upstairs for around thirty used vehicles. A separate stock of sixty immediately available models is also held on-site.
Update for corporate identity
But it’s not just about size. The Roermond store is the first in Europe to reflect MG’s updated corporate identity — a more modern, customer-centric approach to car retailing — and it arrives when the brand is making steady gains in markets across the continent. Remarkably, MG didn’t pick its country of birth, the UK, for this stepping stone in retail development.
But Van Mossel and MG Motor say the location was indeed chosen with a purpose. Demand for low-emission vehicles is rising in eastern Brabant and Limburg, and Roermond is strategically positioned to serve that growing interest. With eight public charging stations and a service area equipped to handle electrified models, each of the seven workshop bays has its own charging point. The facility is built with electric mobility at its core.
Strong momentum
The store officially opened its doors on Friday, with Van Mossel CEO Eric Berkhof and MG Motor UK & Europe head William Wang both present to mark the occasion. The launch event also doubled as a platform to underline MG’s momentum in the European market, where the brand recorded a 33.5% jump in sales in the first quarter of 2025 compared with the same period last year.
MG’s multi-energy approach, with the recent launch of hybrid versions like the MG3 hybrid, seems capable of offsetting the dam effect of the European levies on Chinese-built BEVs. However, the precise impact is difficult to filter out, as MG continues a strong presence in the UK, which statistically belongs to the EU but not for customs policies since Brexit.
“A new standard”
Berkhof said about the new Roermond site: “This store is more than a showroom, it represents a new standard for how we engage with customers and support the transition to electrified driving”. Wang called it a “milestone” for MG, describing the Roermond location as a blueprint for future sites and a symbol of the brand’s evolving strategy.
The new dealership also features a new handover room in a special setting to enhance the customer experience of owning and driving an MG. This is one more step towards familiarizing European customers with the idea of coveting Chinese cars.
