New research from MG Motor UK has revealed a stark affordability gap in the family-car market, with median new-car prices up 58% in ten years against just 2% growth in household disposable income. Combining an independent consumer survey by Opinion Matters with marketplace insights from Autotrader, the UK’s largest automotive marketplace, the research also found that one in three drivers (34%) say new cars are much less affordable than ten years ago.
Ahead of the Autumn Budget, the survey of 2,000 UK drivers found that six in ten (62%) say new cars are less affordable than ten years ago, and almost half (46%) would love a new car but living costs or purchase prices make them think twice. Purchase price (61%) and running costs (56%) lead buying priorities, while almost nine in ten (88%) would rethink at least one aspect of their next car to bring it within budget, including 41% who would consider a different manufacturer.
MG says families deserve more value for their money, and it is putting that position into practice with the MGS9 PHEV. Marketplace data shows 54% of new SUV stock is priced at £40,000 or above, while 92% of MG’s new SUV stock is below £40,000. The MGS9 PHEV Comfort starts at £34,210 on the road, £5,790 below the £40,000 mark, and with prices below £40,000 OTR the range also avoids the Vehicle Excise Duty Expensive Car Supplement, equivalent to £2,200 over five years at current rates. The MGS9 PHEV is backed by MG’s seven-year/80,000-mile warranty.
David Allison, Director of Product and Planning at MG Motor UK, said: “This is a wake-up call for the family-car market. At MG, we believe families should not need to pay a premium for a practical seven-seat SUV that works for daily life. Making that aspiration attainable means delivering the space, comfort and technology people really need, at an accessible price. The MGS9 does exactly that, with seven seats and plug-in hybrid driving from £34,210.”
Beyond the price tag, the survey showed how a family car needs to work for everyday life. More boot or storage space (31%) and family holidays or longer journeys (30%) lead the reasons for wanting a larger or seven-seat car, while 24% cite needing a vehicle big enough for travelling with extended family or friends.
The MGS9 demonstrates what that budget can buy. Luggage capacity is 332 litres with all seven seats in use, rising to 1,026 litres with the third row folded, and seven full-sized seats give adults room even in the third row. For longer journeys, plug-in hybrid capability combines petrol driving with up to 62 miles of electric-only WLTP range when fully charged. Heated front seats, a panoramic roof, tri-zone climate control and a 360-degree reversing camera are all standard on Comfort variants, and the 12.3-inch infotainment screen is complemented by physical buttons for key controls such as air conditioning.
The affordability gap also shows clear age and gender patterns. More than two thirds (69%) of female drivers say new cars are less affordable, compared with just over half (56%) of men, while more than seven in ten (72%) drivers aged 55 and over say new cars are less affordable, the highest result of any age group.
Ian Plummer, Chief Customer Officer at Autotrader, said: “The research shows car buyers want space and efficiency without premium markup and with the MGS9 rapidly surging to become one of the most popular plug-in hybrids on Autotrader, MG seem to have delivered on that. By offering 7-seat versatility and plug-in efficiency at an attractive price point, the MG S9 aligns genuine capability with real-world affordability and the data shows car buyers have responded positively.”
MG’s UK registrations grew almost twice as fast as the overall new-car market in September, up 23.7% against the market’s 12%. A record 18,026 registrations made MG the UK’s fourth best-selling brand that month, the marque’s sixth consecutive month of record sales for the corresponding calendar month.
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