IM, MG Motor’s premium electric sub-brand, has hosted its inaugural Australian customer event at Royal Randwick, bringing together 15 early adopters for the debut of the brand’s first Over-The-Air Beta update.
The “IMmersive Day” marks a significant step for the fledgling luxury EV brand, which launched in Australia with the IM5 sedan and IM6 SUV. Rather than the usual press launch fanfare, IM chose to focus on the people who’ve actually bought the things.
OTA Beta: What’s Coming
The 15 owners at Randwick became the first Australians to receive IM’s initial OTA Beta software update, which includes Rainy Night Mode enhancements and various cabin refinements. A second round of beta testers will receive the update in coming weeks, with the full national rollout confirmed for the Melbourne Motor Show on 10 April.
It’s worth noting that while OTA updates are table stakes for Tesla and Chinese EVs, this is IM’s first deployment in Australia. The brand is positioning itself as responsive to customer feedback, with updates shaped by real-world owner experiences rather than engineering assumptions.
The Digital Chassis, Explained
The event gave owners track time to explore IM’s digital chassis system. Unlike traditional vehicles where braking, steering, suspension, and stability control operate as separate mechanical systems, IM’s approach uses a centralised computing platform to coordinate all four simultaneously.
The system continuously analyses sensor data to predict and correct instability in real time. Owners tested it through acceleration runs, emergency braking simulations, and handling challenges designed to demonstrate the chassis’ dynamic capabilities.
For those wondering what this means in practice: the digital chassis is essentially software-defined vehicle dynamics. It’s the same philosophy Tesla pioneered with over-the-air performance upgrades, applied to the fundamental handling characteristics of the car.
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ABOVE: IM Hosts First Australian Owner Event at Royal Randwick
Building a Community
IM is clearly taking a page from the Tesla playbook here. Rather than relying purely on dealership relationships, the brand is cultivating direct engagement with owners through events like IMmersive Day.
The approach makes sense for a premium sub-brand trying to differentiate itself from parent company MG’s value-focused positioning. IM buyers are paying luxury money and expect a luxury ownership experience.
Based on feedback from the Sydney event, IM has confirmed additional IMmersive Day events will roll out across other Australian cities throughout the year.
The Bigger Picture
IM launched in Australia as part of MG’s centenary celebrations, representing the brand’s push upmarket with the IM5 and IM6 flagship models. The sub-brand sits under SAIC and is a joint venture between SAIC, ZJ Hi Tech, and Alibaba.
For existing IM5 and IM6 owners, the main takeaway is that your car is about to get better. The full OTA update drops at Melbourne Motor Show in April, bringing the Rainy Night Mode enhancements and other refinements tested at Randwick.
Current buyers also get a sweetener: purchase any IM today and you’ll receive a complimentary battery solution and wall-mounted MG Charge Hub. Existing owners can claim the battery benefit as well.
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Alan Zurvas is the founder and editor of Gay Car Boys, Australia's leading LGBTQI+ automotive publication. Before launching GCB in 2008, Alan's automotive writing was published in SameSame.com.au and the Star Observer. With over 16 years of hands-on car reviewing experience, Alan brings an honest, irreverent voice to every review — championing value and innovation over brand loyalty.
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