MG Cyberster: Launching the world’s first all-electric two-seat convertible

A new MG roadster is always going to get people talking. Make it fully electric, give it scissor doors, launch it in MG’s centenary year and suddenly you have something much bigger than a new model. You have a car with a point to prove.

loop planned and delivered the Cyberster launch programme from first look to first drive and beyond, helping MG introduce one of the most significant cars in its modern history with the sense of occasion it deserved.

We started behind closed doors, creating embargoed design preview sessions at MG’s UK headquarters for selected media. Alongside early access to the car, we arranged interviews with the designers behind it, giving journalists the chance to understand how a brand famous for open-top sports cars had reinvented the idea for the electric age.

Then came the global first drive. Rather than a generic route or a few circuits around a hotel, we created a bespoke road programme designed around the Cyberster’s character: part electric GT, part performance car, part open-top theatre. Because when a car has scissor doors and no roof, you don’t hide it in a lay-by.

To bring that drama to life visually, we worked with talented drone specialists to capture the Cyberster from above: doors open, cabin exposed, roof down and shape in full view. The result was launch imagery that showed the car exactly as it should be seen: bold, open and impossible to mistake for anything else.

The momentum continued at the Goodwood Festival of Speed, where we supported MG with media interviews and a full programme of activity around one of the event’s standout arrivals.

And then, when most convertible stories would quietly disappear until spring, we took the Cyberster into winter. A dedicated media loan programme focused on heating, comfort and everyday usability features, helping to prove that this was not just a car for sunshine, sunglasses and one heroic weekend in July. It was a proper year-round electric roadster.

From secret previews to global drives, Goodwood interviews to winter loans, loop helped MG launch a car that was never going to blend in, and made sure the media story didn’t either.

Looking for automotive PR support?

If you’re looking for people who understand the industry, the media and the moving parts behind a good story, we should talk.

Talk to loop