MG required a product launch that would do more than introduce a new vehicle. The event needed to deliver across three key areas:
Credible media coverage
High-quality content for ongoing campaigns
A dealer experience that built confidence in selling the MG S6
To achieve this, Davis supported the design and delivery of a dual-audience format. The day was structured to balance editorial storytelling with commercial understanding, ensuring that both media and dealers engaged with the same core product narrative.
At the same time, the event needed to operate as one seamless experience, with two distinct programmes running in a single location without any loss of quality or consistency.
The Challenge
This launch sat at a critical point between brand perception, media influence, and commercial performance.
For press, the experience needed to feel credible and informative, giving journalists the time, access, and context required to form meaningful opinions. For dealers, it needed to be practical and engaging, helping them understand how to position and sell the vehicle with confidence.
Delivering both within the same day introduced additional complexity. The event had to transition smoothly from a media-focused morning into a dealer-focused afternoon, while maintaining consistent messaging, production quality, and overall experience.
Alongside this, the environment had to support photography, filming, and live presentations, while a structured test-drive programme, interviews, briefings, and hospitality all needed to be carefully coordinated within a tight schedule.
The expectation was not just a well-run event, but a launch that felt controlled, premium, and commercially effective from start to finish.aphy and filming, managing a structured test-drive programme along curated routes, and coordinating briefings, interviews, and hospitality across a tightly scheduled day.
The Solution
Creative Strategy
Davis supported the development of a launch approach that positioned the MG S6 as a design-led, technology-forward EV. The experience was built to reinforce this positioning at every stage, combining presentation, storytelling, and hands-on interaction.
Rather than separating communication from experience, the event allowed guests to engage directly with the product in a way that supported both media coverage and dealer understanding.
Experience Design
The day was structured as a two-part programme, with a clear shift in focus between audiences while maintaining a consistent overall experience.
A controlled indoor presentation space provided the setting for product walkthroughs. Large-format screens, focused lighting, and a dedicated vehicle plinth ensured the car remained the focal point while supporting strong visual capture.
This was complemented by a curated driving route, allowing guests to experience the MG S6 in real-world conditions. The route was designed to highlight key features while maintaining full control over timing and flow.