MG sells out its Cyberster presale in record time thanks to a smart lead flow
MG, the iconic car brand now known for its affordable electric vehicles, launched a bold new model: the Cyberster. The question was: how do you turn excitement into real engagement?
The challenge
MG, the iconic car brand now known for its affordable electric vehicles, launched a bold new model: the Cyberster. A sporty, exclusive roadster targeting a different audience than the rest of the range. This wasn’t a rational purchase - it was a dream on wheels, and an important brand-building moment for MG.
After the announcement, speed and precision were key: first capture interest, then convert curiosity into pre-orders with advance payment. The question was: how do you turn excitement into real engagement?
The analysis
We knew there would be a lot of curiosity, but not everyone would be ready to pay thousands upfront. The challenge was to separate the true buyers from the fans, without discouraging interest. That’s why we built a strategy around lead scoring: guiding people step by step, from soft interest to hard conversion
From soft interest to hard conversion, step by step.
The approach
We set up a complete CRM flow, keeping interested leads warm through e-mails, informative content and nurturing campaigns about the car’s features, timing and availability. At just the right moment, we revealed the price - and monitored who kept clicking.
Aspect ratio: 7/3
Interactions
Based on that behaviour, we assigned a lead score to each contact. Those with the highest scores received more targeted follow-up and a clear call to action to reserve their Cyberster. We also developed the online ordering and payment module, fully integrated with Stripe.
Aspect ratio: 6/5
Aspect ratio: 7/3
The result
The Cyberster sold out within two weeks of its presale launch. MG achieved its most successful pre-launch ever - thanks to the perfect mix of smart marketing, seamless technology and impeccable timing.
Interactions
Aspect ratio: 4 / 5
