Library: Why the MG? Paper

Why the MG?
- A Study of Consumer Motivations -




Bill Auger
Thomas Walker


MKT 845
Professor George M. Zinkhan
August 5, 1998

Why the MG?

Why do people purchase Little British Cars (LBCs)?  More specifically, of
the many vehicles consumers have to choose from, why would anyone purchase
an old, unreliable, slow LBC, namely a MG?  Is there a logical explanation
for owning an automobile that last landed on American soil from the British
manufacturer in 1980?  Our research set out to identify and understand what
the motivations are for owning a MG.

We performed literary and Internet searches to make inferences about why
people purchase MGs.  We found several British and MG web sites with
articles written by MG enthusiasts and used them to gain insights toward the
motivations for owning a MG.  These articles assisted us in the formulation
of our hypotheses.

We also read several theoretical articles (Fournier 1998; Holbrook 1993;
Holt 1995, 1997; Shouten and Alexander 1995) that explored the consumption
behaviors of consumers and propose some of their research findings to be
possible explanations for owning a MG.  Our hypotheses contend that
consumers purchase MGs for one or more of the following reasons:

Nostalgia
Economic Viability
Feeling of Liberation
Unreliability and Maintenance
Vicarious Learning

Note:   The excerpts included in the following sections were extracted from
literature and Internet articles.  They are not from interviews or survey
responses.

Nostalgia

We believe nostalgia, in large part, explains a consumer's decision to
purchase a MG.  Nostalgia is defined by Holbrook (1993) as "a longing for
the past, a yearning for yesterday, or a fondness for possessions and
activities associated with days of yore."  Davis (1979) views "simple
nostalgia" as "a positively toned evocation of a lived past" involving a
negative feeling toward the present or future as manifested by a "belief
that things were better . . . then than now".  Holbrook and Schindler (1991)
define nostalgia as "a preference (general liking, positive attitude, or
favorable affect) toward objects (people, places, or things) that were more
common (popular, fashionable, or widely circulated) when one was younger (in
early adulthood, in adolescence, in childhood, or even before birth)."

Our literature research indicates that the MG gained its popularity between
1955 and 1980 (the era that the MGA and MGB models were produced).  Thus,
consumers might purchase this automobile because they grew up during this
era.  For those who did not grow up in the MG era, it is possible that a
parent, relative, or friend passed on their affection for this automobile. 
The notion of nostalgia as it relates to MGs is described in the following
passage (MG World, 1998):  

It seems that many American enthusiasts caught the eye of a MG when they
were still in production.  Either someone close to us had one and we vowed
one day to own ourselves, or we were wooed with the thought of an attractive
foreign sports car at an affordable price and promptly bought one new. 1


Ron Barrett, president of the Stones River Region of the Antique Automobile
Club, asserts (Nashville Business Journal, June 1995):

Everybody remembers that one car they wanted in high school.  The one all
the cool guys had; the one that got the girls.  That's why guys collect
cars.  It's pure nostalgia.  Heck, my cars get better housing than I do. 
Everybody here will tell you that.  These cars are like their babies, their
childhood, their dreams. (p. 3A)

Ron Barrett is speaking specifically of the nostalgic aspect of owning a
classic automobile.  Considering the era of the MG's popularity, and the age
group of most MG owners, we believe Ron's comments are a reasonable
explanation for purchasing a MG. 

Economic Viability

MGs are not very expensive with selling prices from as little as $350 to as
much as $22,000.  

The average selling price for a MG between the years of 1955 to 1980 is
$3000 (MG Classifieds).  Cars that have changed hands the least over time
and that are in excellent condition carry the higher price tags.

The most expensive MG is still inexpensive when compared to other foreign
sportscars produced in the same year.  For example, the most expensive 1962
MG Roadsters we found through classifieds, said to be in excellent
condition, was priced to sell for $9,000/or best offer.  The MG is
significantly less expensive when compared to a different LBC.  We found a
comparable ad for a 1962 Jaguar Roadster that was priced in the Mid $30,000's.

Alexandre Humberset (Internet) recalls his first automobile purchase:

A few years ago, like every 18 year old, I began to seriously think about
what type of car would be suitable as a first motor.  After a few wanderings
I firmly set sights on a classic British sportscar.  What more could a
youngster want? Cheap to buy, ideal to pull birds.


Alexandre wanted his first automobile to be a British sportscar; however, he
did not specify any particular vehicle preference.  We believe that
Alexandre was motivated to purchase a MG because it was "cheap to buy".

Feeling of Liberation

Shouten and McAlexander (1995) explored the ideology of personal freedom
prevalent in the Harley Davidson subculture.  We suspect this characteristic
can also be found within the MG subculture.  We believe MG car owners like
the sense of being free.  The low-riding convertible attributes of most MG's
produce sensory data that evoke both historic and fantasy imagery.  Paul
Hunt describes this feeling of liberation in the following narrative
(Internet):

Sunday morning, 9:30.  Sun burning the autumn mist off nicely.  Definitely a
day for getting the Sunday papers in the roadster.  Through the lanes and
villages of Warwickshire, the suns rays streaming through the trees and
clearly visible in the remaining mist.  Hedges, power and telephone cables,
and most of all the fields, covered in what looks like the finest jewelled
lace, but is the morning dew on sheets of spiders gossamer in the low angle
of the sun.  As the car twists and turns, over clear rises and into
sheltered hollows, running sweetly in the cool morning air, the screen mists
and clears again, sometimes inside sometimes out, sometimes both together. 
Forty miles and an hour and a half later return home.  Wonderful.  The
paper?  Bought it where I always do of course, at the local shop just down
the road.


From the above passage, we inferred that Paul felt a sense of liberation by
taking his Sunday morning drive.  Basically, he was lost in the pleasures of
the automobile and his surroundings and felt free to drive as long as he
desired.  The emotional pleasures that Paul experienced while driving his MG
turned a five-minute round trip drive into an hour and a half journey.  Our
suspicion is that other MG owners feel liberated in the same manner as Paul.

Unreliability

Geoff Wheatley stated, "Owning this car and enduring the love-hate
relationship is akin to living with a leeching relative."  Our hypothesis is
that this type of relationship intrigues some MG owners.

MG's have a history of breaking down.  MG owners understand there is a
certain degree of unreliability inherited with ownership.  In our opinion,
the unreliability of these cars adds adventure and excitement to the owner's
relationship with the automobile.  The following passage from an article
written by Thomas Pokrefke demonstrates this idea (Internet):

On my solitary adventure in the MG, with the top down and the weather
wonderful, I took the indirect route to the Gulf Coast. I traveled on the
backroads, and was equally focused on both the road ahead as well as my car.
That is the way it should be. The MGB is an imperfect car, but it lets you
know when something goes wrong.  


After many miles of sun and gentle wind, I felt a slight change in the
engine. There was a real subtle miss to it. I pulled underneath a barn and
lifted the hood. The heater valve leaks antifreeze, mainly because I am too
cheap to buy a new one. When the antifreeze leaks, it drops straight down,
onto the distributor. When the antifreeze gets inside the distributor, bad
things happen.  

I took the distributor cap off, sprayed it with WD-40, and crimped the
heater valve assembly really tight with my Vise-Grips.  I explored the old
barn while waiting for the cap to dry out. I found a spider web in the
corner of the barn that was 4' in diameter. Luckily, there was no spider and
I was soon on my way again.

Sometime later, I noticed the temp gauge was starting to climb. Even though
it was halfway between 'N'ormal and 'H'ot, I knew something was amiss. My
car solidly runs at exactly the 'N'ormal position.  This time I pulled into
the driveway of an abandoned house. I brushed the dead bugs and grass seed
from the radiator and checked the coolant level. I postulated that the grass
seeds had come from my off-road journey to the barn, and the bugs were just
a hazard of travel. Soon, my temp gauge showed acceptable levels.

The high level of maintenance associated with owning a MG gives many LBC
owners an opportunity to perform their own maintenance and escape the
everyday rigors of life.  Jay Leno (Life, November 1993) says, "There's
something therapeutic to it, working on these cars.  And it keeps me out of
trouble".  One MG enthusiast stated, "I learned how to do battle with Lucas,
and how to pray that the car would start in the morning.  I learned how to
listen to the engine and hear when things were going amiss."

Observational Learning

Solomon (1996) explains that observational learning occurs when people watch
the actions of others and note the reinforcements they receive for their
behavior (p. 95).  We believe that consumers are often motivated to purchase
MGs after they have been exposed to them through a parent, relative or
friend that owns a MG.  As an example (Internet):

One day, after a very boring physics lesson, a schoolmate asked me for a
lift home.  "No problem", I said.  Once in the car, I slowly put my leather
driving gloves on, discreetly inserted a "The Avengers" soundtrack tape in
the cassette player, and headed for my favorite country road.  Needless to
say I drove like mad, concealing my poor driving skills behind a heavy dose
of the MG's characteristic roarty engine noise.  He was hooked.

My pal, who wasn't the least bit interested in cars, now had to have an
MGB.  He rapidly took his driving test and bought a green '71 GT.  Then it
was Alan's turn to get his BGT, which he rapidly traded for his beautiful
CGT.  Then another friend of ours bought a roadster from Florida.

The above passage illustrates the theory of observational learning.  Two
friends that were exposed to MGs through a friend were motivated to purchase
their own.  Observational learning can have a domino effect and can explain
why certain consumers decide to purchase a MG.

The Research Team

Two researchers carried out the research project.  While both researchers
became involved as "participant observers", they did so at different
levels.  One author became more of a MG "owner" during the study.  This
author drove the automobile regularly during the course of the study to
establish "ownership" of the car in the small community in which he
resides.  The second author was also a participant observer in that he:

drove the car occasionally,
performed mechanical functions on a MGB GT, and
became a member of the MG e-mail community.

Data Collection and Data Analysis

The initial stage of our study could be characterized by a search for
background information.  We attempted to immerse ourselves in the British
car experience by performing a literature and Internet search covering the
MG automobile and automobile collecting in general.  We also subscribed to
the MG e-mail list.  Once we felt as though we had a solid foundation of
background information to stand on, we developed a short list of general
interview questions based on what we were attempting to learn from the
study.  Then, the leader of a local informal British car group was
interviewed to extend our understanding of British car ownership (Interview 1).

This particular interview was more an extension of our background search in
that it was an attempt to get his general knowledge of the MG community, and
what he believed to be the motivations behind British car ownership.

Following stage one of the research process, we revised our initial
interview question set to include any further information uncovered by our
expert.  We decided to take an interpretive approach to the remainder of our
study.  That is, we intended to "generate a 'thick description' of the
experiences of one or a few people" (Solomon, 1996, p. 35).  To be more
specific, we attempted to take a form of the hermeneutic approach to
marketing research (Thompson, 1997).  The hermeneutic process is one in
which the researcher uses a wealth of background information to help
interpret consumption narratives expressed by the consumer.      

Our approach to the interpretive study was traditional in one sense, yet
modified to fit our constraints in another.  One of the major problems with
our study had to do with incidence.  The number of British car owners in
Athens, Georgia is quite small.  While we did have the names of over ten
interviewees, we were only able to conduct interviews with a total of five
people.  Due to both time and money constraints, it was not feasible for the
research team to call or travel to distant cities for additional interviews.  

Since we had seen an overwhelming willingness by the e-mail group to share
their personal experiences from owning a LBC, we decided to e-mail a
questionnaire to the entire mailing list and obtain stories from our mailing
list "friends."  Counting a combination of questionnaire respondents and
storytellers, we have received over thirty e-mails relevant to our study. 
While we were waiting for e-mail responses, we spent time transcribing tape
recordings and telephone interview notes from the five personal interviews. 
Once responses had ceased, both researchers independently coded data based
on our initial hypotheses.

The next step in our research process, the ethnographic stage, began during
the latter stages of the study.  While this type of research usually does
involve participant observation in which the researcher becomes immersed in
the host culture (Solomon, 1996), our participant observation was slightly
different.  Throughout our research we found that the British car experience
is much more personal than it is a community event.  That is, most British
car owners enjoy driving their automobile alone or with someone very close
to them.  With this in mind, we borrowed a 1974 MGB Roadster for our research.

While one of the authors did drive the car occasionally during the research,
the second author became a MG "owner."  The second author had recently moved
to a new apartment community and thought it would be interesting to see the
community's reaction to the MG.  The author became an owner in the sense
that the car was parked in front of the apartment everyday and night.  In
combination with this fact, a conscience effort was made to drive the
automobile at all times of the day so he would be seen and associated with
the car by the community around him.  The author recorded responses from
others while driving the MG versus responses while driving an everyday
automobile, along with his own feelings and experiences from actually
driving the automobile itself.

An extension of the participant observation process came in the form of a
front shock conversion on a 1974 MGB GT.  The head of the local British car
community felt that our involvement in the repair process would help us
better understand the delicacy of British automobiles.  He also felt that if
we could understand the car, we could better understand why it lends itself
to owner repairs as opposed to contracted repairs.  Thompson (1997)
emphasizes that background information is needed to interpret narratives
when employing a hermeneutic process.  The research team felt that
understanding repairs as well as the experience of driving the automobile
would be an important addition to the wealth of background information needed. 

Sampling

We set out on this project in search of a broad group of MG car owners.  We
thought it was important to contact older owners who grew up during the MG
era, as well as younger owners that did not grow up while these automobiles
were at their peak of popularity.  We soon found that the incidence rate
would make it very difficult to rely solely on MG owners for our in-depth
interviews.  As a result, we expanded our criteria to include the more
general subject of British cars during the MG era.  Additionally, we were
forced to abandon the younger generation of MG owners.  While we did get
some second hand information about younger British car owners, one was not
available for us to interview.  The one local person targeted had recently
moved to Colorado and was no longer accessible.

Although we believe this constraint makes it more difficult to project our
hypotheses onto this group of owners, we do not feel it compromised the
research project.  We were able to locate some British car owners who did
not recall seeing these cars as children, so our goal of attempting to
eliminate the nostalgia factor was accomplished.

Results

As noted previously, the five interviews we conducted were not isolated to
MG owners but were directed toward LBC owners in general.  We used our
interview responses to modify our questions for the e-mail survey to send
exclusively to the MG mailing list.  We focused our data analysis efforts
primarily on confirming our hypotheses and looking for new insights from the
respondents' stories that we had not considered.

Nostalgia was the overwhelming reason for owning a MG. Of the 24
respondents, 19 commented that their ownership was because of their
childhood experiences.  For example, one respondent said, "They were around
when I was a kid, so I grew up seeing them, and loved them." (Appendix:
E5).  Another person noted:

While working in the pit crew of a Formula Junior, as a high school senior,
I was struck by the owners of English cars who would drive to the race, put
on a number and go out and compete.  Our FJ driver owned a MGA and he let me
drive it one day.  I was hooked. (Appendix: E24)

The following table lists our hypotheses and the frequency of occurrence. 
Each hypothesis was confirmed and several respondents revealed they owned
their MG for one or more of our suspected reasons.  Please refer to the
Appendix for a more detailed table of respondents' answers along with the
interviews and e-mail responses.

Motivating Factor       Frequency       
Nostalgia               19      
Economic Viability      14      
Feeling of Liberation   23      
Unreliability           18      
Observational Learning  9       

New Insights

The insights we learned tie closely with our recommendations for further
study.  We did not realize just how personal the ownership of a MG could be
to a consumer.  The Feeling of Liberation does not accurately categorize the
emotional attachments to owning this automobile.  Although for the purposes
of our study they were classified as such, many of the words used to
describe how driving a MG made respondents feel did not fit under the term
"liberation".  A few example of phrases used to describe the emotional
attachment were:

"Enjoying the performance and torque...." (Appendix: E1)
"Content" (Appendix: E3)
"It's the thrill factor...." (Appendix: E5)
"Wonderful and alive" (Appendix: E8)
"Satisfied" (Appendix: 13)
"Special and fortunate" (Appendix: E20)

This leads us to believe that we have barely scratched the surface to
identify the motivations behind owning a MG.  While liberation is a broad
term and encompasses many feelings, we think this could be broken down even
more to identify many more motivating factors.

We also discovered that a certain number of MG owners enjoy the club and
social aspects available to them with ownership.  It is possible that a
significant number of MG owners purchase their automobile for acceptance
into this subculture.  One additional facet of the notion of social
acceptance may be associated with the reaction they get from others.  Most
of the respondents said that they are "noticed" by others when driving their
MG.

Another insight from data is that some consumers simply think the MG is a
beautiful car and they purchase it for no other reason.  One respondent
stated, "Always loved the lines...." (Appendix: E1).  Our own biases and
perceptions prevented us from seeing the physical beauty of a MG.  We
believe this, too, could explain why a consumer would choose to purchase
this automobile.

Implications and Discussion for Further Study

Our research concerning the British car community is merely a scratch on the
surface.  Time and money constraints were such that in-depth research was
essentially impossible.  As previously stated, we were forced to abandon the
original research project that would have focused entirely on the MG
consumer.  While many of the attributes of the MG are also prevalent in
other British automobiles, such as the Jaguar, everyone who climbs into a MG
knows that it is its own car.  Many people that choose to buy MGs do so
simply because it is a MG.  Therefore, there is a need to conduct several
in-depth interviews exclusively with MG owners.  While we did conduct five
in-depth interviews, time constraints, among other things, forced some
interviews to fall short of what we would consider to be in-depth and
exhaustive.  

A further problem with our sample has to do with the range of respondents. 
As stated, we set out to interview a wide range of MG owners.  While our
respondents covered a wide demographic range, a complete study would require
contact with the younger generation of MG owners.  We feel as though we did
succeed in ruling out the nostalgia factor in our study, but further study
would require looking at this particular group much more closely.

Next, we began to explore the reactions from a general community toward the
MG, but this portion of the study is by no means complete.  More
specifically, one of the authors attempted to "become" a MG owner during
this particular study, but it is not possible for others to associate
ownership of an automobile in less than two weeks.  The reactions the author
did notice were indeed sincere, but at the same time the gamut of reactions
were by no means all encompassing.  The author, having recently moved to a
new community, may have "become" a MG owner more than otherwise possible in
a two-week period, but again two weeks is not nearly enough time to truly
explore this facet of MG ownership.  While very few MG owners had much to
say about reactions from the general public, some did express enjoyment and
even a laugh out loud when recalling a particular situation with a
non-British car owner (Appendix: Interviews).  These types of reactions
would suggest that if further research were to explore this area in greater
detail, a correlation with ownership could possibly be uncovered.    

The authors also feel that there is a lack of comparison in this study.  To
find out exactly which aspects of the automobile purchase are unique to MG
owners, the research process should include the general purchase of small
convertible automobiles.  For example, a study that includes the motivations
behind a Mazda Miata purchase could help differentiate between small
convertible purchases and MG purchases.  We believe the motivations behind
the two purchases is quite different, and a subject worthy of examination.

Finally, we suggest further exploration into the club aspect of the MG
community.  Our intention was to study not only the MG consumer
individually, but to also understand the MG owner as a part of a community
of MG owners.  Although an exact date for the organization of the first
motor club is difficult to pinpoint, articles for the Auto Club of Southern
California were filed as early as December 13, 1900 (Mathison, 1967). 
However, due to the scarcity of information available on early automobile
owners, club records were sparse until 1903 (Mathison, 1967).  Another auto
club, the Automobile Mutual Association, was organized in Britain during
April of 1905 (Keir & Morgan, 1955).  Within one month of organization, the
club decided to change its name to be The Automobile Association (AA) (Keir
& Morgan, 1955).  

The two clubs started merely as a reaction to the development of the
automobile, but it is clearly documented that the AA did not gain
considerable steam until the police began to set speed traps (Cooke, 1932;
Keir & Morgan, 1955).  The Association began by hiring scouts to watch for
police traps and warn drivers to slow down (Cooke, 1932; Keir & Morgan,
1955).  Soon the club realized that it had to find a way to warn only those
who had paid dues, so all members received a car badge to identify it as a
member's automobile (Cooke, 1932; Keir & Morgan, 1955).  The club even began
to enlist repair shops with the promise that members would patronize (Cooke,
1932; Keir & Morgan, 1955).  The network became so strong that wives could
call businesses to hang out a signal for their husbands if a message needed
to be sent (Cooke, 1932; Keir & Morgan, 1955).  As Keir & Morgan point out,
"Almost without realizing it the Association was becoming a social service:
and it was perhaps for this very reason that is suddenly began to expand"
(p. 33). In fact, from June of 1906 to December 1906, membership jumped from
900 to 3,000 (Keir & Morgan, 1955).                     

While the MG experience does appear to be largely an individual experience,
we feel as though the club and or MG email community could be an important
part of MG ownership and warrants continued exploration.  In fact, we found
that several of the e-mail respondents either actively belong to a club, or
simply belong for the free literature.  On the other hand, there are
informal groups such as the one in Athens, Georgia that seem to foster the
social aspect of being a British car owner.  A social aspect that may indeed
be important to MG ownership just as it was for the AA.  As was stated by
both interviewees 1, 4, and 5 (Appendix 1), the informal club is a group of
people that share interests and maybe go out for a beer once in a while.  As
one attempted to describe the club, "A lot of them will go out and have
beers together, you know.  They're just kind of, um, have you ever had a
friend that you don't see very much but you just know they're there?  And if
you need to call them you can?  That's basically how British car people are"
(Appendix: Interview 1).              

To reiterate, we feel as though our study does have limitations; on the
other hand, we also feel as though our answer of using e-mail as a means of
collecting data was the most appropriate resolution.  While we were not able
to personally conduct in-depth interviews with these particular respondents,
we did receive the stories and narratives for which we were in search. 
Another benefit of using e-mail as a data collection process was the number
of specifically MG owners with which we were able to come into contact.  The
time and money constraints of this particular study would have made it
virtually impossible to reach as many MG owners using an alternate format.



Table of e-mail responses
Email Number    N       EV      FL      U       OL      
                                                
        E1      X               X       X       X       
        E2      X               X       X               
        E3      X       X       X       X               
        E4      X       X       X       X       X       
        E5      X               X       X       X       
        E6      X       X       X       X               
        E7      X               X       X               
        E8                      X                       
        E9      X               X       X               
        E10     X       X       X       X               
        E11                                             
        E12     X       X       X       X               
        E13             X       X                       
        E14     X               X       X               
        E15     X       X       X       X       X       
        E16             X       X       X       X       
        E17     X                                       
        E18     X       X       X               X       
        E19     X       X               X       X       
        E20             X       X       X       X       
        E21     X               X       X       X       
        E22     X       X       X       X               
        E23     X       X       X       X               
        E24     X       X       X                       





Appendix

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