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Smart Family Choice: The all-new MGS9 PHEV Comfort offers seven full-sized seats, plug-in hybrid efficiency, and premium standard features from £34,210 OTR.
Tax Savings: Priced under £40,000, the MGS9 avoids the UK’s Expensive Car Supplement tax, saving owners up to £2,200 over five years.
Proven Demand: MG UK registrations grew 23.7% in September—nearly double the market average—making MG the UK’s 4th best-selling brand.
New research from MG Motor UK highlights a widening affordability crisis in the UK family car market. A joint study combining an independent survey by Opinion Matters with marketplace data from Auto Trader reveals that median new-car prices have surged 58% over the past decade, while household disposable income has risen by just 2%.
The squeeze on family finances has left 62% of UK drivers believing new cars are significantly less affordable than ten years ago, with nearly half (46%) stating that living costs prevent them from upgrading their vehicle.
In response, MG is delivering practical relief with the launch of the MGS9 PHEV, an accessible, full-sized seven-seat plug-in hybrid SUV designed specifically to address the market's value gap.
The study shows that purchase price (61%) and ongoing running costs (56%) are now the top criteria for car buyers, far outweighing brand prestige (26%). Furthermore, 88% of drivers admit they would adapt their vehicle choices to stay within budget, with 41% willing to switch to a different manufacturer entirely.
Data from Auto Trader reveals that 54% of new SUV stock in the UK is priced at £40,000 or above. By contrast, 92% of MG’s new SUV line-up sits below the £40,000 threshold.
Starting at £34,210 OTR, the entry-level MGS9 PHEV Comfort undercuts the £40k mark by £5,790. Crucially, staying under £40,000 exempts owners from the Vehicle Excise Duty (VED) Expensive Car Supplement, saving families up to £2,200 in tax over five years.
David Allison, Director of Product and Planning at MG Motor UK, commented:
"This research is a wake-up call for the family-car market. At MG, we believe families shouldn't have to pay a luxury premium for a practical, seven-seat SUV that works for daily life. Making that aspiration attainable means delivering real space, comfort, and hybrid technology at an honest price. The MGS9 does exactly that."
Survey respondents listed extra boot space (31%), family holidays/long trips (30%), and transporting extended family or friends (24%) as primary reasons for wanting a larger vehicle.
The MGS9 PHEV directly addresses these needs:
"Car buyers want space and efficiency without a premium markup. With the MGS9 rapidly becoming one of the most popular plug-in hybrids on Auto Trader, MG has clearly hit the mark. By combining seven-seat versatility with plug-in efficiency at an attractive price point, MG aligns genuine capability with real-world affordability—and the market data shows buyers are responding."
The launch of the MGS9 comes during a period of record growth for MG Motor UK. In September 2026, MG registrations grew 23.7% year-on-year—outpacing the broader UK market's 12% growth rate—and securing MG’s position as the 4th best-selling car brand in the UK with a record 18,026 registrations.