MINI to Change Its Strategy and Go with only 4/5 Models in the Future

2014 MINI Cooper Concept 1 photo
Photo: MINI
The third generation of MINI cars built under BMW’s umbrella didn’t make it to the showrooms around the world yet but it seems like the Management Board is already discussing the next platform.
According to Autocar, the Mk4 models will be a lot less diverse, limiting the choices to only 4 or 5 models in total. The rumor comes as an interpretation of what Peter Schwarzenbauer, BMW board member for MINI and Rolls-Royce said at the Detroit motor show.

The MINI line-up currently has 7 models and it’s expected to grow even further for the upcoming Mk3 units with the release of the 5-door hardtop, a brand new car.

The cars that would eventually make it to the market, would have to iconic in their respective segment and all resources would have to be focused on making them the reference models in each class. Therefore, only a classic hardtop, a convertible/roadster and a possible SUV would be necessary. However, all of them must be a “hero in its own market and have trademark personality, style and go-kart handling”.

In this sense, trying to make the future cars more bespoke, the strategists also proposed to build a design studio in the UK, back to the roots. Currently, all BMW and MINI cars are being designed in Germany, diluting the character of the British brand that could use a breath of fresh air in this department.

Of course, prices might also need to be adjusted accordingly but as long as the customers are happy with their driving experience, that shouldn’t be a problem for the profit margin.

However, since this is obviously a daring attempt to ‘go back to the roots’, one can only wonder why, instead of diminishing the model range (which I agree to, by the way) they don’t make their iconic cars smaller, as the audience has been asking for a long time?

Just make the hardtop and convertible lighter and smaller for the enthusiasts and make all the other models for people that like the MINI brand but don’t necessarily drive them to the limit. That would solve a lot of problems, in my opinion.
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