It is always an overwhelming feeling to write about the latest and greatest in Tech. We are pretty sure this time the feeling is going to be mutual among us and readers as we delve into a whole new paradigm for Cars in Indian automobile market.
Morris Garages is a name that needs no introduction to the auto enthusiast. MG is a 95 year old British brand known for their Classic Sports Cars and Cabriolets. MG became a subsidiary of SAIC Motor Corporation (aka Shanghai Automotive Industry Corporation) during 2006. MG vehicles are designed between the Longbridge (UK) and Shanghai (China) facilities.
MG is making a re-entry into the Indian market (well there already are around 500 vintage MGs in India) and they seem to be targeting just the right, most up-trend Indian auto segment i.e. The SUV market. This segment is already witnessing almost 21% year-on-year growth, and for the uninitiated, every fourth passenger vehicle sold in India is SUV. Changing consumer preferences have led to upsurge in SUV sales in India, where buyers want to move up from penny-pinching cars to vehicles that make a style statement. A “You’ve arrived” sort of a feeling, and Indian psyche values feelings like no other!
While MG is working towards establishing a robust 50+ dealer network across the country, we try to disinter the mobile Tech of the MG Hector, company’s anchor offering for the market. We say ‘Anchor’ as the Tech stowed in Hector is going to redefine the term ‘Connected Car’ in India. Oflate manufacturers have been pretty rough in sticking the term to their latest offerings, which, for a tech freak like us, just doesn’t sink in.
MG Hector is India’s First Internet Car. Being a committed brand, MG has vaulted over bounds to give their ‘Connected’ SUV a literal meaning. They have roped in major Tech Heavyweights from across the globe, the likes of Microsoft, Adobe, SAP, Cisco, AccuWeather, Airtel, Cognizant, Nuance, Unlimit, Ganaa, TomTom, Panasonic have contributed to make MG Hector an impressive offering for the Indian market.
Hector will have the largest OEM fitted Head Unit with a 10.4 inch display touch-screen. This display is larger than most tablets available in the market. And like most tablets, it will receive OTA (Over The Air) updates. The OTA updates means that MG Hector will not have to wait to visit the Service station to update its software. The touch seems capacitive and is quite accurate.
The most unique feature which also forms the foundation to Hector being a ‘connected’ vehicle is that it has an embedded Machine to Machine (M2M) eSIM, powered by Airtel. Making MG Hector the only 5G ready IPV6 protocol compliant vehicle in India. This hardware setup enables seamless real-time software updates developed by Unlimit in India and Cisco Jasper developments from across the world.
MG Connected Mobility Solution enables MG vehicles to offer virtuous services like Remote Tracking, Geo Fencing, Find my Vehicle, Automated Emergency Response. It also empowers real-time navigation, and other media related (Audio and Video) updates via OTA.
Despite the big goodie bag of features, MG has not lost focus on user Privacy and Cyber Security. Data hence generated by vehicle sensors and Head Unit will be stored locally on Microsoft Azure Cloud Data Centers. Which is in compliance with IT norms of the country.
As if the name “MG” or “Morris Garages” and “Hector” wasn’t British enough, they came by Benedict Cumberbatch as their Brand ambassador. Thereby automatically edging up MG fan following with Benedict ‘Sherlok’ Cumberbatch lovers. Master stroke!
“It’s a Human Thing” is a catchy phrase with which Benedict signs off each video advert. The vehicle’s MG iSmart NexGen is adaptive to Indian English. This has become possible thanks to Nuance’s Natural Language Understanding (NLU), DDFW with VoCon hybrid, TTS Vocalizer and SSE. Simply put, there are several English dialects in India based by virtue of vast geography, and “Hello MG” spoken in any dialect is caught up nicely by the SUV console. And with passage of time, it even learns to distinguish voices between different users of the vehicle.
MG strives to streamline the SUV owner experience with concierage services offered by Pulse Hub, a 24×7 support hub for MG owners. Each MG Hector iSmart comes with preloaded Gaana App. To top it up, MG owners get free Premium subscription to Gaana account on their vehicle.
In a world where prospective car buyers head over to internet for reviews from existing owners, MG seems to be hitting the right cords by streamlining service experience. The MG Hector will analyze itself tell you when it is time to visit the Service Center. The concept where the moment the vehicle arrives at the Service Station and boom barrier lifts up automatically, the Service Reps greet you by your name and given you precise service costs; will make it a smooth transparent experience altogether.
Well, the MG Hector will come fitted with unique Internet Tech that is unheard of in the Indian market. It is gonna be first passenger vehicle with a Voice Assistant which will bow to user’s wishes the moment they utter “Hello MG”. The Voice Assistant features run skin-deep with the MG Hector. You get voice commands for AC controls, Window and Sunroof controls, Audio Playback (Radio etc), Weather info, Phone calls and list just keeps going.
Additionally the SUV transforms into a Tesla enthusiast’s dream with feature rich Smartphone App. On a typical Indian Summer Day with 45 degree Celsius heat, you launch the MG App on your Smartphone and ask the Car to cool the cabin to 25 degrees before you even exit your Home/Office building. It’s an instant customer delight!
Markets (competition) usually adopt themselves quickly to sudden changes in business landscape being brought about by pathbreakers aka the disrupters! This time, however, the whole experience of buying and owning cars for the Indian market is going to see a seesaw change. MG Hector is only gonna leave competition vehicle owners lurking for more.
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