I’ve always said that if there’s anything harder than building a brand, it’s rebuilding a brand. At least with the former, you’re starting from scratch. With the latter, you’re already neck-deep in deficit, like a basketball team staring at a 20-point hole with just a quarter left to play. All the bad decisions and wrong moves by the past steward of the brand automatically fall on your lap. It’s not fair, but that’s business.

This, basically, is the situation MG Philippines finds itself in. If you recall, the British (but now Chinese-owned) marque was previously represented in our market by an amateurish organization that had the marketing temerity to tell customers:  “If you’re 40 and above, please buy other brands.” So when The Covenant Car Company, Inc.—yes, the same local distributor of Chevrolet vehicles—officially took over the brand in October last year, it faced unique challenges from the get-go.

One of these challenges, I bet, is how to make people take MG more seriously—or even how to make more people notice to begin with.

TCCCI’s answer arrives in the form of a youthful and dynamic concert series called “MG Live!”

To stir up excitement around MG, the new distributor is doing the following display tour to exhibit the product lineup (ZS crossover, 6 fastback sedan and RX5 SUV):

• SM Megamall Fashion Hall – March 4 to 10
• SM Southmall – March 28 to 31
• Manila International Auto Show – April 4 to 7

Now, the highlights of these displays are the following concerts:

• Gracenote/Sandwich – March 9 (SM Megamall Fashion Hall)
• Hilera/Moonstar88 – March 30 (SM Southmall)
• Ultra Combo – April 6 (Manila International Auto Show)

“A big part of what makes MG cars special is their ability to satisfy a wide range of various needs and lifestyles,” TCCCI president and CEO Atty. Albert Arcilla says in a press statement. “These vehicles are trusty daily drivers during busy work days, but versatile enough for a weekend getaway. MG Live! is a way for us to showcase our full vehicle lineup, announce our innovative after-sales complements, and unveil our upcoming dealership locations in a manner all Filipinos can appreciate: music. It’s also a chance for us to let everyone know that MG is vibrant, youthful in spirit, and made for everyone who wants to enjoy life to the fullest.”

Besides the displays and the concerts, MG Philippines is giving away premium items during the MG Live! tour. For the mechanics on how to get these freebies, visit the event page.

Can MG sing and rock its way into the consciousness of Filipino consumers? Why not? In a country where boxers release music albums and politicians dance for votes, it’s highly possible. If nothing else, at least the automaker will spread some head-banging joy. As Sandwich belts out:

Ngayong gabi ay magsasaya
Manonood ng mga banda
Sumayaw na parang asong ulol
Sa baho at tambol na lumilindol.