MG launches new premium EV brand, with two electric models set for Australia

Earlier this year, multiple sightings of MG’s premium brand IM’s vehicles were reported testing on Australian roads by the EV community. 

Now, the brand has officially announced the launch of the IM brand in the Australian market after a successful launch in Thailand earlier this month.

This new brand will debut in the upcoming Melbourne Motor Show with the two electric models that were spotted testing on Australian roads: These will be the IM5 sedan and the IM6 SUV. In China, the IM5 is currently known as the IM L6, while the IM6 SUV is known as the IM LS6.

For context, IM is a joint venture between MG’s parent company, SAIC and technology company Alibaba Group. It stands for Intelligence in Motion, and its vehicles aim for a premium end of the market. Locally, it will be known as IM presented by MG Motor. 

MG Motor Australia’s CEO Peter Ciao says the new brand will offer cutting-edge innovation and elegant design, and an  “uncompromising blend” of performance, refinement, and range.

“This is the future of premium electric mobility, and we’re proud to bring it to Australia and further extend our EV offering to Australian drivers,” he said.

It’s not yet been revealed the prices for the new models, but the IM6 sells in Thailand at the equivalent of around $A67,000.

MG Motor Australia’s COO Giles Belcher says the new release comes as MG makes other changes, including the replacement of the ZS EV model with the new MGS5 EV, and the impending launch of its first all-electric roadster, the Cyberster.

MG originally launched it’s first electric car under the ZS EV SUV badge in November 2020. Since then, the ZS EV has had a Long Range variant added to it to offer options to buyers looking for an affordable electric SUV.

In 2023, MG launched its MG4 hatchback, which has helped the brand rake in nearly 10,000 sales as of the end of February 2025.

The MG4 was a revolutionary product for the brand in our local market thanks to its rear-wheel-drive powertrain and MG’s Modular Scalable Platform (MSP) with a skateboard-like design paired with a thinner battery design.

Last week, we also reported that the brand has teased the next version of the MG4, which appears to be lighter and curvier than the current model.

On top of the MG4’s success, the brand launched its halo car, the MG Cyberster roadster, which has started to see customer deliveries this year.

Looking ahead, the brand plans to launch a successor to the MG ZS EV, which it will call the MGS5 EV, as well as debut the new IM brand with the IM5 and IM6 at the Melbourne Motor Show.

These new IM models will be sold through MG’s Australian dealerships with dates of their arrival, local specs and pricing expected to be shared in the near future.

For those interested in these models and their China market specifications, feel free to check them out in the IM L6 spotted and IM L5 sighting articles on The Driven below.

IM L6: MG’s upcoming premium EV brand spotted testing in Sydney

IM L5: MG’s next sleek EV spotted testing in Australia