JSW MG Motor India has opened MG SELECT Worli, the first of 14 planned luxury experience centres across the country.
29 Jul 2025 | 2407 Views | By Sarthak Mahajan
JSW MG Motor India has launched its first MG Select Experience Centre in Worli, Mumbai, as part of its strategy to expand in the premium automotive segment. The centre, located at Atur House, is the brand’s only authorised luxury showroom in the city and marks the beginning of a phased ...
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JSW MG Motor India has launched its first MG Select Experience Centre in Worli, Mumbai, as part of its strategy to expand in the premium automotive segment. The centre, located at Atur House, is the brand’s only authorised luxury showroom in the city and marks the beginning of a phased rollout of 14 such centres across 13 major Indian cities, with completion expected by the end of Q3 2025.
Designed under the theme ‘Reimagining Luxury’, the experience centre features a minimalist, gallery-inspired layout with earthy tones and expansive white spaces. The architecture emphasizes openness and clarity, positioning vehicles as central design elements to highlight their aesthetic and engineering.
The initiative aims to offer customers a curated ownership experience, combining premium product offerings with personalized services, digital integration, and a focus on sustainability. The centres align with MG’s broader vision of CASE mobility—Connected, Autonomous, Shared, and Electric.
Anurag Mehrotra, Managing Director, JSW MG Motor India, said the growing demand for luxury vehicles in India has prompted the company to enhance its premium customer engagement. “With MG Select, we aim to elevate the ownership journey through advanced technology and exclusive experiences in collaboration with our dealer partners,” he said.
Gautam Modi and Nidhi Modi Chheda, Dealer Principals for MG Select Mumbai, described the Worli centre as a reflection of MG’s heritage and forward-looking approach. They emphasized its focus on design excellence, innovation, and sustainable mobility tailored to the expectations of discerning urban buyers.
At the launch, the MG Cyberster—an all-electric sports car promoted as the fastest in MG’s history—and the MG M9, a luxury electric sedan used as a presidential limousine in select markets, were on display for visitors.
JSW MG Motor India is a joint venture formed in 2023 between SAIC Motor, a global Fortune 500 automaker present in over 100 countries, and India’s JSW Group, a diversified industrial conglomerate. The partnership aims to strengthen local manufacturing, promote technological innovation, and develop a sustainable automotive ecosystem in India.
MG, established in the UK in 1924, has evolved from a manufacturer of sports cars and convertibles into a modern, technology-driven brand. In India, it has introduced several firsts, including the MG Hector (India’s first ‘Internet SUV’), the MG ZS EV (the country’s first fully electric internet-connected SUV), and the MG Astor, which features an AI-powered personal assistant and Level 2 autonomous driving capabilities.