Themed “My Glamour”, carmaker MG’s nighttime ceremony was held at the Shanghai Postal Museum, a classic example of British colonial architecture, on April 11.

Carma Elliot, culture and education minister of the British Embassy, and Wang Xiaoqiu, general manager of SAIC Motor, jointly kicked off the cooperation between MG and the 2015 China-UK year of culture exchange.

Both sides will work together to boost China-UK cultural exchanges and help more people experience the charm of British culture and vehicles. At the same time, the MG GS, a high-performance mid-range SUV was designated as the official vehicle for the culture year. 

Stepping out at the ceremony was British actor, Benedict Cumberbatch, star of the hit BBC series, Sherlock, who is also the representative for the MG GS. Cumberbatch shared his understanding of British romanticism and his experience of going from zero to 100 kph in eight seconds when trying out the MG GS for the first time. The actor has been a key proponent of British culture in recent years and is extremely popular among Chinese audiences.

The MG brand has stood the test of time for 91 years since it was established in 1924. It created many legendary models such as the MGB and MGC. The brand has continued to break records in various arenas, such as the British Touring Car Championship (BTCC) where it has come out on top in many races against fierce opposition.

Originating in the UK, the legendary brand has continued to make innovations while inheriting its traditions. It has developed a unique character and style, conforming to the time and is now integrating Oriental vitality into its racing genes. The brand keeps radiating in China and is fast developing into a dream car for the younger generation.

The MG GS inherits UK design and high-performance rendered by the latest technology. It has won over many young consumers, thanks to its great performance, look and value. The model has not only satisfied the needs of younger Chinese consumers but also set up a model of high-performance mid-range SUVs due to its impressive acceleration from zero to 100 kph in eight seconds. The young and dynamic design has fully exudes the brand’s slogan “My Glamour”.

The 2015 China-UK year of culture exchange was the first of its kind in history and aimed to boost bilateral exchanges and cooperation in culture and creative industry. The UK culture season will last from March to June and China’s from July to October. The UK season will use digital media to develop roughly 30 highly creative and revolutionary contemporary art crossover programs. It will focus on the essence of modern UK culture and creative industry. As the year’s only official designated car, the MG GS will use its unique characteristics and charm and powerful dynamics to boost China-UK culture exchanges.